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1、Guide to TikTok Influencer Marketing for CPG Brands Main MenuClick the links below to jump to the corresponding section of this reportIntroductionExecutive SummaryWhy Work With Creators?TikTok Marketing Best Practices for CPG BrandsConclusionGuide to TikTok Influencer Marketing for CPG Brands Enteri
2、ng 2023,creator-led marketing is no longer just“nice to have,”or siloed from a brands overall marketing strategyinstead,its a pivotal part of a brands broader marketing stack.Especially in the face of a potential economic downturn,brands are leveraging creator relationships to endorse their products
3、,ultimately inspiring consumer trust and driving ROI in a way thats unmatched by digital marketing alone.According to Mediakix,influencer marketing ROI exceeds the ROI of other digital marketing programs by 11x.IntroductionIn 2022,CreatorIQs Influencer Marketing Trends Report uncovered that 67%of re
4、sponding brands had increased their investments in their influencer marketing programs over the previous year.For consumer packaged brands(CPG)in particular,the most influential brands have officially broken into influencer marketing,and are setting the stage for the industry at large.Just look to h
5、ealth-conscious soda brand OLIPOP,which accrued 37k additional TikTok followers and 233M views for#OLIPOPPartner content in 2022 alone.According to TikTok,paid return-on-ad-spend(ROAS)on the platform outperforms both other digital media and traditional media.With CPG brands only spending around 1-6%
6、of their media budget on TikTok,its apparent that by implementing a fully integrated TikTok marketing program,these brands can see improved campaign performance with less spend.We help leading enterprises and CPG brands like Unilever,CVS,and YETI grow,manage,and measure best-in-class influencer mark
7、eting programs on TikTok.Thanks to our platforms TikTok integration,brands gain access to exclusive,first-party insights on TikTok creators and their content,including audience demographic data,trends in follower count growth,and top-performing videos.CreatorIQ is proud to be TikToks first official
8、SaaS Creator Marketing partner.first official SaaS Creator Marketing partner.Executive SummaryCreator-led marketing on TikTok enables brands to achieve three key outcomes:Generate awareness:TikTok has over 1B monthly active users,90%of whom visit the platform multiple times each day(Influencer Marke
9、ting Hub).Drive revenue:67%of TikTok users have made spontaneous purchases because of the platform(TikTok).Build brand affinity:73%of TikTok users feel a deeper connection to brands they interact with on the platform(TikTok).To execute effective creator-led campaigns on TikTok,brands should keep in
10、mind four best practices:Set clear,measurable objectives for campaigns,and select creators who will help you achieve your goals.Generate content that immediately engages audiences by choosing creators who understand your target consumers,allowing you to riff on organic trends.Ensure that content fee
11、ls authentic by granting creators artistic freedom,while clearly communicating campaign guidelines.Monitor KPIs at both the campaign and content level in order to identify areas of opportunity.1234Creator-led campaigns are the single most effective way to engage and mobilize audiences on TikTok.Lets
12、 take a deeper look at the three key outcomes that enterprise brands can achieve by putting creators at the center of their TikTok marketing strategies.Why Work with Creators?Generate Awareness on an Unprecedented Scale TikTok boasts a massive,highly engaged user base.The platform has over 1B monthl
13、y active users globally(Statista),and saw more downloads than any other app in 2021(Apple).Additionally,according to Influencer Marketing Hub,90%of users visit the platform multiple times per day,while 46%watch TikTok content without distractions or multi-screening(TikTok).The sheer scope of TikToks
14、 community,coupled with users consistent activity,renders the platform a powerful tool for brands looking to reach and connect with a vast community of consumers.90%of users visit the platform multiple times per day46%watch TikTok content without distractionsDrive RevenueTikTok is as much a platform
15、 for product discovery as it is for entertainment,with the#TikTokMadeMeBuyIt trend fueling record sales of items ranging from makeup to movie tickets.Moreover,research by TikTok found that 67%of the platforms users have made spontaneous purchases because of the app.Businesses can capitalize on TikTo
16、kers enthusiasm for shopping via social commerce tactics that encourage immediate conversation,such as inviting creators to post affiliate links in the“bio”sections of their profiles.Its important to note that TikTokers also tend to be more cost-effective partners than creators on other platforms,re
17、sulting in particularly impressive campaign ROI.67%of the platforms users have made spontaneous purchases because of the appBuild Brand Affinity TikTok fosters a strong sense of belonging among its users:59%of TikTokers globally feel like part of a community on the app.Enterprise businesses can tap
18、into this sentiment to inspire loyal followings for individual sub-brands.An impressive 73%of the platforms users report experiencing a deeper connection to brands they interact with on TikTok,compared to other social networks.Many household brands,including DiGiorno Pizza and skincare staple CeraVe
19、,have also harnessed TikTok creators boundless energy and personality to reinvent themselves for younger audiences.73%of the platforms users report experiencing a deeper connection to brands they interact with on TikTok59%of TikTokers globally feel like part of a community on the appIts clear that T
20、ikTok can put CPG brands on the map,fast-tracking their growth and driving unmatched ROI.So what does successful influencer marketing on TikTok look like for these brands?The following section outlines best practices to help CPG brands run effective,creator-led TikTok campaigns.TikTok Marketing Best
21、 Practices for CPG Brands Clorox Sparks Positive Impact Conversation With TikTok Ads,Driving$2.5M EMVIn 2022,global consumer products manufacturer Clorox focused heavily on positive impact,in line with its company philosophy to provide this impact for the“millions of people who invite us into their
22、homes.”Through ad campaigns designed to start meaningful conversations that also drive awareness,the brand enjoyed a 40%EMV boost year-over-year($11.9M),with 21%of this total deriving from TikTok($2.5M).In a paid partnership with media brand Refinery 29(refinery29 on TikTok),Clorox promoted its Disi
23、nfecting Mist spray through endorsements that saw creators candidly discussing disability,infertility,and mental health awareness in partnership with Clorox Disinfecting Mist.Refinery 29which aims to serve a“new generation of women”generated$423.8k EMV,a 657%YoY increase for the brand.Additionally,r
24、elated hashtags for the awareness topic drove a collective$920.1k EMV,while#CloroxDisinfectingMist inspired$718.4k.In all,Clorox saw a 28%YoY surge in EMV generated by TikTok.Best PracticesSoftware SpotlightSoftware SpotlightCreatorIQs Campaign Planner enables enterprise businesses to forecast budge
25、t,costs,and estimated ROI for upcoming campaigns.Use our platforms Creator Discovery capabilities to rapidly surface impactful partners via intelligent recommendations,set benchmarks and KPIs,and ensure brand fit with in-depth creator insights.Campaign Planner+Creator DiscoveryConnect with TeamLever
26、age Paid Ads to Catapult Your Brand into Industry Conversationsbut Maintain Authenticity Through Cloroxs campaign,the brand successfully leveraged TikTok to build relatability among followers,and to serve as a resource for Cloroxs target audience of millennial parents.Its no secret that users view T
27、ikTok as the ideal place for discovering authentic content.While this rule often pertains to earned content,such as hashtag campaigns,paid campaigns on the platform are no exception,and can drive impressive results when done in tandem with a strategic brand partner.Through teaming up with Refinery 2
28、9,Clorox spoke to the media brands audiencewomen aged 25-34 with an interest in children and family lifein a way that felt authentic and informative.TikTok by the Numbersof TikTok users find ads on the platform to be unique from ads on competitive social networks.Creator content drives a 55%boost in
29、(aided)brand recall for CPG products.68%55%BEHR Inspires Creativity in Home Improvement,Collecting$6.1M EMVHouse paints manufacturer BEHR knows how to inspire its followers,making the seemingly obligatory chore of house painting into a creative experience that homeowners can look forward to.In 2022,
30、the brand invested in paid partnerships on TikTok with top design creators,who showcased home transformations using the brands vast array of paint colors.BEHRs No.1 EMV-driver was budget-friendly home decorator Amanda Vernacis brand Come Stay a While(comestayawhile on TikTok),which inspired$820.7kan
31、 825%YoY increasevia#TodayLetsPaint,a sponsored campaign highlighting home transformations.In all,the hashtag trend prompted$142.5k EMV among 123 TikTok posts,while#BeforeAndAfter drove$120.6k EMV among 10 TikTok posts.Another of BEHRs top earners was retained micro-influencer Baker Blooms(baker.blo
32、oms),who inspired$475.4k EMV via four TikTok posts promoting DIY house painting with BEHRs vibrant color palette.In all,BEHR enjoyed$6.1M EMV on TikTok,a 138%YoY boost on the platform.Software SpotlightBest PracticesSoftware SpotlightRecruit and onboard creators directly via the CreatorIQ app.Streng
33、then your network with access to detailed creator information,and use custom questionnaires to match creators to specific campaign goals.Creator ConnectGrant Creators Freedom to Captivate AudiencesWith millennials having an average attention span of just twelve seconds,marketing content on video-fir
34、st platforms like TikTok must immediately capture viewers imaginations.To achieve this,brands should defer to the expertise of creatorsafter all,they have the best understanding of their fans interests and preferences.Its essential that brands allow creators the freedom to tie ad content into trendi
35、ng online conversations.According to one study by TikTok,this strategy led to a 14%increase in watch time.Handing the creative baton to TikTokers can help your brand iterate on popular content themes,such as#BeforeAndAfter transformations or#DIY home decor.TikTok by the NumbersAccording to Hootsuite
36、,35%of TikTok users have participated in a hashtag challenge,and 16%of all videos on the platform are linked to these challenges.One study by TikTok found that remixing a trend in a paid post led to a 14%increase in watch time.35%14%Mountain Dew Taps into Sports Culture,Securing 199%YoY Boost in Tik
37、Tok EMVWhen it comes to attracting a target audience of young-adult men,global soda brand Mountain Dew knows the name of the game.The PepsiCo subsidiary immerses itself in all things sports,especially on TikToka wise decision,given that sports and fitness ranks as the fourth-most popular category on
38、 the platform,attracting 57 billion hashtag views.In 2022,Mountain Dew enjoyed$14.8M EMV,a 24%YoY boost,with TikTok accounting for 19%($2.1M)of this total.In all,TikToks EMV soared 199%from 2021.To spark this momentum,Mountain Dew put itself at center-stage of the skateboarding world with its“Unlock
39、 the Spot 2022 Dew Tour,”a skateboarding competition held in El Segundo,CA in July 2022.The events main promoterand the brands top EMV-driverwas exclusive skatepark The Berrics(berrics),which garnered$2.5M EMV for the brand.As a result of the event,#UnlockTheSpot inspired$135.9k EMV on TikTok across
40、 seven posts.Other skateboarding-related hashtags generated a collective$95.5k EMV on the platform.Software SpotlightBest PracticesSoftware SpotlightUse CreatorIQs streamlined content approval and in-campaign brand safety monitoring capabilities to encourage your brand partners creativity while stee
41、ring clear of controversy.In-Campaign Brand SafetyLeverage User-Generated Content to Drive Engagement and Trust on TikTokMountain Dew not only honed in on a niche demographic,but effectively galvanized the skateboarding community by sponsoring an industry-leading event.As a result,the brand earned i
42、mpressive creator endorsements,and saw healthy EMV generation from the events hashtag.User-generated content(UGC)is central to any brands success on TikTok,as it drives engagement,creates authenticity,and builds trust.As such,its essential to monitor UGC that mentions or tags your brand.In fact,UGC
43、videos on TikTok are 22%more effective than branded videos.TikTok by the NumbersUGC videos on TikTok are 22%more effective than branded videos.22%Recap:Best Practices for CPG Brands TikTok Marketing StrategiesMaintain authenticity and relatability within paid campaigns.1Take an informed approach to
44、choosing partners.2Grant creators freedom to tap into trends and captivate audiences.3Leverage UGC to Drive Engagement and Trust.4With 60%of consumers on social media following CPG brands that interest them,these brands boast profound,largely untapped potential on TikTok.As CPG brands look to advanc
45、e their TikTok marketing strategies,the platform will play an increasingly central role in the creator economy.Through tapping into real-world conversations,taking an informed approach to choosing partners,granting these partners creative freedom,and leveraging UGC content,CPG brands can scale their TikTok marketing programs to drive unmatched ROI.Conclusion COPYRIGHT CreatorIQ 2023-Visit our website to learn more CreatorIQ.com