Is it worth choosing influencers for TikTok advertising?
At the end of July, the Lithuanian marketing world received the news that the social network TikTok would introduce advertising opportunities starting August 1st. Amidst the continuous flow of organic video content, we will increasingly see the SPONSORED tag, which will undoubtedly grab attention — especially when an ad stands out with an uncommon level of perfection for the platform. This is where influencers can be particularly helpful, as they, by creating content daily, understand best what resonates with their audience and what will most effectively boost TikTok’s unique algorithm. It’s no surprise that in foreign markets, influencer or UGC (User-Generated Content) advertising is one of the most recommended formats. So, what should you know before starting paid TikTok influencer advertising? Our Strategist & Team Lead Fausta Barauskaitė shares her insights on this topic.
Why choose creators for TikTok ads?
According to the platform’s data, content created specifically for the “For You” page is not only more engaging than ads duplicated from other social networks but also has a longer view time. Research shows that influencer content is particularly effective at associating a brand with relatability and simplicity, helping to connect with the viewer, which in turn leads to increased sales. The impact is evident — 1 in 3 consumers has purchased a product based on an influencer’s recommendation, and this desire is further strengthened when communication is supported by paid ads (+17%). It’s also important to remember that ads will become a part of a social network where people spend time having fun or relaxing after a long day, so the ad will only be effective if it continues the flow of what the viewer was watching before. This is the daily bread of every content creator.
Which brands will benefit most from paid TikTok advertising?
In Lithuania, along with seven other markets, the first wave of ads will only allow action-driven goals — focused on driving traffic and further conversions on websites. Awareness and visibility options, according to representatives, will only be available starting from the New Year. However, there’s no need to rush — this platform certainly does not suffer from a lack of organic reach.
What’s worth noting is that the platform is particularly effective in the retail category. We predict that the first ads will come from clothing, cosmetics, and accessory brands, whose recommendations in the feed garner more views and engagement than any other area.
How to create effective TikTok ads with influencers?
When selecting influencers for TikTok communication, it’s important to consider not only their thematic relevance, reputation, or brand alignment but also their experience on this platform. Naturally, as the Lithuanian influencer market grew during Instagram’s peak activity, content creators on that platform are now looking for new horizons and are more boldly migrating to this younger social network. It’s worth paying attention to the type of content the influencer shares on their account — content reposted from Instagram will not only be less effective due to overlapping audiences of the two channels but also because of the platform’s nuances, which favor entertaining and authentic content, a goal that the algorithm supports.
When starting a partnership with an influencer who meets the criteria, it’s important to discuss the content guidelines. We recommend prioritizing authenticity since the best results on this platform are generated by content that creates the illusion of a video conversation — recommendations, a day’s overview, or the retelling of a story. On this platform, balancing authenticity with product promotion is key, so it’s essential to have discussions about how the product or service will be presented in a way that is both effective and close to the influencer’s style.
How to utilize influencer-generated content for TikTok advertising?
In Lithuania, TikTok will offer two advertising methods through partner agencies — either to monetize organically posted brand or influencer content (Spark Ads) or to run them in the standard ad format (Non-Spark Ads). The former creates an opportunity to reach a broader audience with content that has already been appreciated and loved by the audience, while maintaining the connection with the creator’s profile.
If integration is successful and you agree with the creator on content use for advertising, ask the influencer to enable the Ad Authorization button in their individual video ad settings and, after selecting the agreed authorization date, share the video code with you. This code, once entered into the ad management window, will allow you to create ads. Another option, if the influencer doesn’t want to use their account name as the ad source, is to obtain the influencer’s content files with permission and turn them into ads manually. It’s important to note that in this case, video recordings cannot exceed 60 seconds.
Don’t forget the legal aspects
As with integrations on more familiar social media platforms, it’s crucial to discuss with the influencer the possible use of their video for TikTok advertising during negotiations, and if necessary, consider an additional investment. There’s a useful tip here — when generating the ad code, there are options for 7, 30, 60, 180, or 365 days of use, so we recommend avoiding disputes by specifying the duration of use in the contract from the outset. Of course, once the period ends, it will no longer be possible to run ads with the same code, demonstrating TikTok’s commitment to its creators and ethical communication. Also, remember that if Spark Ads are used, the content creator will be responsible for managing comments. It’s important to agree on clear principles for how the influencer will interact with followers — if the visual generates negative reactions, will the influencer wait for instructions from you, or can they respond on their own? Can they delete comments without consulting you? While this point is often overlooked during negotiations, it can protect against various uncomfortable situations during the collaboration.
