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Mastering TikTok: Thrive in the Era of Personalized Marketing

Marketing, Research

In the changing world of digital marketing, TikTok has emerged as a powerful force for brands to authentically engage with their audiences. TikTok is a rapidly growing social media platform that allows users to create and share short, engaging videos with a global audience. With its user-friendly interface and emphasis on creativity, TikTok has become a hub for entertainment, trends, and even marketing opportunities. Unlike similar social media platforms, such as Instagram and Facebook, TikTok allows brands to collaborate with creators who can create content that feels more like a genuine interaction rather than a commercial interruption.

In this article, we will explore how brands can tap into the power of TikTok, adapt their marketing strategies to the platform, collaborate effectively with creators and ultimately maximize their reach and impact. VOCAST has spoken to the Creative Consultant Ofelia Vistedt. Her expertise sheds light on the platform’s potential to create personalized marketing experiences and strike a balance between authenticity and brand vision.

Meet Creative Consultant Ofelia

Ofelia Vistedt is a Stockholm-based creative consultant who helps brands develop their social media presence, especially on TikTok. Working with brands like Netflix and CAIA Cosmetics, she also hosts her own interview podcast sitting down each week with big TikTok creators to discuss how companies and creators can reach success on social media. Ofelia also has her own TikTok, where she shares her journey as an entrepreneur and gives her top tips on social media success.

The era of personalized marketing

Traditional advertising methods no longer hold the same power they once did. Today’s consumers crave authenticity and a personal touch. TikTok provides the perfect platform for brands to connect with their audience on a more intimate level. By understanding the immense impact of TikTok, companies can break away from outdated means of advertising and establish a more personal way of marketing.

One of the key advantages of collaborating with TikTok creators is their ability to shape trends and influence consumer behavior. TikTok creators have become powerful figures in driving viral content and capturing the attention of millions. Collaborating with them can provide a unique opportunity to tap into their existing following base, extend reach, and build credibility. However, it is crucial for brands to choose collaborations with creators who are a good fit for their brand values and audience, and to collaborate in a way that allows the influencer to retain their creativity and authenticity.

Ofelia explains to us how TikTok has opened up a new way for brands to market themselves a way to express themselves less traditionally. The fast-paced, honest, and often-times funny content has gathered big success for many brands, and more and more companies and creators are taking steps towards TikTok.

Crack the code of TikTok algorithms

In contrast to conventional social media, the majority of user activity takes place on the platform’s discovery feed, called the “For You Page” or “FYP”. In fact, a significant 88% of TikTok users prefer to discover new content, rather than scrolling through their following feed.

The FYP on TikTok is a personalized feed that displays a curated selection of videos to each user. It uses a recommendation algorithm that takes into account user interactions, such as likes, shares, and scrolling behavior, as well as video information like captions and hashtags. These algorithms are designed to maximize user engagement and keep users scrolling. While TikTok’s specific algorithm is proprietary and the exact details are not publicly disclosed, there are certain ways to optimize its potential.

Ofelia distinguishes that the most significant advantage of marketing on TikTok is the reach: You can post your first video, and the first one can be the one that gets millions of views and thousands of followers. The algorithm is unbeatable in getting your word out there – a task much harder on platforms such as Instagram and Facebook.

“With TikTok, everything and anything can be the next viral success that sells out a product.”

Following is arguably not very significant in order to gain attention on TikTok. The user interface is designed to prioritize good content over all; every piece of content stands a chance to go viral.

TikTok reveals that the quickest way to engage with the right kind of audience and gain attention is by the use of sounds. Joining in on various trends and sounds is therefore a solid strategy if you’re aiming to be on the FYP of your target audience. In order to succeed with this, you as a brand need to be reactive and fast with creating content. Here again, a professional campaign is not the way to go; it is all about being on trend and delivering fast content that engages your target group!

The key for a successful collaboration: creative freedom

Tiktok consumers expect tailored and personalized experiences, and TikTok creators provide an avenue to deliver just that. They have established their own unique voices and personal brands, building trust and loyalty in their followers. It is therefore important for brands to strike a balance between providing guidance and allowing the TikToker creative freedom to maintain authenticity in their content. This level of personalization helps foster stronger connections and increases the likelihood of engagement and conversions. Ofelia argues that the most important thing is to give the influencer creative freedom:

“If you want the trust of the creator’s audience – and you want conversion, you have to let them create content that they feel their audience will appreciate”

She continues with explaining that the ad should feel effortless and like the creator recommends a product because they think it’s great. Don’t make the creator make a straight-up sales pitch; the details are unimportant. The importance is that it feels authentic.

How should brands use their own channel to engage potential customers?

In the world of TikTok, your brand’s channel is not just a platform for promotion; it’s an avenue for building authentic relationships with your audience. Embrace the opportunity to bring customers closer, involving them in your brand’s evolution and receiving invaluable feedback.

Ofelia highlights how TikTok allows brands to be even closer to their audience and explains that there is a golden opportunity to build real connections: by being authentic and inviting potential customers behind the scenes and involving them in what your next product should be, look, or feel like. By listening to quick feedback, you will make the customer feel like a part of your brand by being funny and relatable – that is the way to the audience’s heart on TikTok. In this way, you are marketing your brand without people feeling like you are selling them something – they want to be a part of your brand’s universe.

“Don’t overthink it!”

Ofelias best advice for capitalizing on viral TikTok content is to not overthink the campaign: whether it’s promoting the brand through your own channels or through a TikTok creator, it should be unfiltered and personalized. From Ofelias own experiences the best-performing content on TikTok is rarely a professional campaign – it’s a founder or maybe a marketing associate talking about the brand, or showing the product or service. Make it your own and have fun with it; it shouldn’t be that serious! Your target audience will find you, not the other way around.

Unlocking TikTok’s potential

TikTok has paved the way for brands to establish genuine connections with their audience by collaborating with influencers who can create relatable and engaging content. By embracing this shift and adapting their marketing strategies, brands can create more meaningful and effective campaigns that resonate with their target customers on a personal level.

Consultants like Ofelia Vistedt can guide brands in the right direction and assist them in avoiding missteps while promoting their brand on TikTok. With the right approach, brands can turn a viral moment into long-term success and foster lasting brand loyalty on TikTok – in this new era of personalized marketing.

 

Dos and Don’ts with TikTok

Engaging with TikTok and collaborating with TikTok creators can significantly amplify your brand’s reach and impact. Here are some Dos and Don’ts to consider:

DOS

  • Choose influencers who align with your brand values and target audiences’ authenticly.
  • Be fast and on time with posting – respond to feedback quickly.
  • Provide general guidelines and objectives, allowing influencers to infuse their personal creativity into the content.
  • Use trends and sounds that engage the right kind of target group.

DON'TS

  • Dictate every aspect of the content creation process; stifling the influencer’s creativity and authenticity.
  • Rely solely on follower count; look for engagement and relevance to gauge an influencer’s potential impact. Especially when it comes to TikTok, anything can go viral – no matter the following count.
  • Overlook the importance of disclosure and transparency regarding sponsored content.

TikTok creators across markets

Take a look at some of the top TikTok creators across markets, that can be found in VOCAST’s curated lists:

Denmark

Amalie Bladt is an Indonesian/Danish/German Youtuber and Influencer, know as Amalie Star. She is sharing content from her everyday life with friends, travels and outfits.

TikTok Following: 226K

Sweden

Filippa Moulier, also known as Filippzorz, is a Stockholm-based fashion influencer. She is known for her colourful, yet minimalistic and Scandinavian, style. On her TikTok account she shares aesthetic content of her daily life, inspiring outfits and beauty advice.

TikTok Following: 514.7K

Norway

Over the years, TikTok phenomenon Julie Lorentzen has built up an impressive following by sharing her everyday life with an unfiltered approach. Together with her newlywed wife Camilla, the couple shares, among other things, their journey with IVF and all its ups and downs.

TikTok Following: 4.9M

Germany

Daniel Toni Jais is a German influencer and signed model. While curating his Tik Tok and Instagram with a variety of fashion and lifestyle content he I also hosting is own podcast. His style is modern and simplistic.

TikTok following: 955.1K

France

Pierre is a French model and influencer, who recently became well known on TikTok for sharing snapshots of his life as a fashion model and his glamorous lifestyle during fashion weeks. Nevertheless, Pierre is also highly appreciated for his transparency and authenticity about working in the fashion industry.

TikTok Following: 1.1M

The Netherlands

Kae is an Amsterdam-based lifestyle influencer and entrepreneur. Alongside being popular on Instagram for her aesthetic content, Kae shares snapshots of her life as a mom and an entrepreneur on TikTok through daily vlogs and outfit videos.

TikTok Following: 85K

Belgium

Manon is a Belgian fashion influencer, based in both Paris and London for her studies. Manon recently gained popularity on TikTok for her unique outfits, which are a colourful blend of vintage and Scandinavian fashion.

TikTok Following: 113.7K

The US

Emily Mariko is a lifestyle content creator from Los Angeles. After creating fashion and lifestyle content for years, she gained even larger momentum through her sharing of recipes on TikTok.

TikTok Following: 12.7M

The UK

Amelia Liana is a London based travel, fashion, beauty and lifestyle influencer. Aged 21, she founded amelialiana.com while finishing university and has fast become the go-to girl to feel inspired.

TikTok Following: 295.8K

Italy

Giorgia started to gain success during the period of covid, and now she is one of the biggest Italian influencers on Fashion TikTok. She likes to share everything from her outfits to some highlights of her daily life.

TikTok Following: 3.1M

Want to read more about TikTok? Explore our earlier article from 2021, back when TikTok were a fairly new player and had just skyrocketed to become one of the leading social media platforms. In this piece, Vocast introduced the platform’s unique features and offered insight on how to successfully use it. Read the article HERE.

References: TikTok: Get Your Business Discovered on TikTok. 

Bianca is the Swedish Lifestyle Researcher at VOCAST. Along with her work at VOCAST, she is studying a bachelor’s degree in Business Administration and Service Management at Copenhagen Business School. She grew up in Gothenburg, Sweden, and is passionate about the Scandinavian design industry.

 

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