From the biggest influencers to the hottest TikTok trends, here's why you should launch KOL marketing on TikTok
Posted: Mon Jan 20, 2025 9:57 am
Influencers of all kinds are fascinated by TikTok. Whether they're already running campaigns on the platform or just scratching their heads about where to start, it's the topic on everyone's lips.
And TikTok success stories are everywhere. From Khaby Lame’s meteoric rise from factory worker to global brand darling, to dance challenges and music trends, TikTok has given birth to a new generation of social media stars and new opportunities for brands to cash in on the action.
" We see that our videos - even we are surprised because the algorithm is not always easy to understand - get millions of views in 24 hours, which is not possible at all on other platforms ," says Tracy Pakoua, head of communications for the DTC skate brand Flaneurz .
Flaneurz launched a TikTok account for its entry-level sister brand Slades in 2020. To date, it has amassed over 200,000 followers and over a dozen videos that have garnered over a million views. Some of the brand’s videos have been viewed over 6 million times, while an influencer video for Slades garnered a whopping 30 million views and 8 million likes.
« TikTok is becoming less of a platform to be ignored, especially with the launch of TikTok Shop ,» says Pakoua. « People on TikTok act very much on impulse. It can fuel desire very quickly, especially for a young clientele that has a need to fit in. Seeing that there are influencers who have the product, makes them want to have it too .»
Key points
TikTok has turned conventional wisdom about successful KOL marketing campaigns o vp manufacturing production email database n its head.
Consistent viewership is a more reliable metric than followers to assess KOL performance on TikTok
Successful awareness campaigns on TikTok drive traffic to websites and conversions into affiliate promo codes on other social networks.
TikTok Spark Ads is a powerful tool to maximize the value of KOL sponsored content.
TikTok vs Instagram: Unlearn Everything You Know About KOL Marketing
There may be success stories, but for brands stuck in the Instagram mindset of influencer marketing, launching on TikTok represents a huge challenge. What type of content works best? How do I reach out and recruit KOLs relevant to my brand? Do TikTok KOL campaigns fit into engagement and conversion goals?
« Of the brands that have already tried TikTok, some are delighted, others not so much ,» says Julien Schaff, Kolsquare’s chief revenue officer. « Most say that it is very difficult to convert, but that it is good for awareness. Those who want to try it are hesitant because they still think that it is not for them; that the audience is too young, that they do not know how to create content and how to make it relevant to their brand .»
TikTok has turned conventional wisdom about what people want from social media on its head. The short video format combined with the sheer silliness of much of the platform’s content has revolutionized the social media landscape . Previously accepted wisdom about what makes a successful KOL marketing campaign doesn’t easily translate to TikTok
And TikTok success stories are everywhere. From Khaby Lame’s meteoric rise from factory worker to global brand darling, to dance challenges and music trends, TikTok has given birth to a new generation of social media stars and new opportunities for brands to cash in on the action.
" We see that our videos - even we are surprised because the algorithm is not always easy to understand - get millions of views in 24 hours, which is not possible at all on other platforms ," says Tracy Pakoua, head of communications for the DTC skate brand Flaneurz .
Flaneurz launched a TikTok account for its entry-level sister brand Slades in 2020. To date, it has amassed over 200,000 followers and over a dozen videos that have garnered over a million views. Some of the brand’s videos have been viewed over 6 million times, while an influencer video for Slades garnered a whopping 30 million views and 8 million likes.
« TikTok is becoming less of a platform to be ignored, especially with the launch of TikTok Shop ,» says Pakoua. « People on TikTok act very much on impulse. It can fuel desire very quickly, especially for a young clientele that has a need to fit in. Seeing that there are influencers who have the product, makes them want to have it too .»
Key points
TikTok has turned conventional wisdom about successful KOL marketing campaigns o vp manufacturing production email database n its head.
Consistent viewership is a more reliable metric than followers to assess KOL performance on TikTok
Successful awareness campaigns on TikTok drive traffic to websites and conversions into affiliate promo codes on other social networks.
TikTok Spark Ads is a powerful tool to maximize the value of KOL sponsored content.
TikTok vs Instagram: Unlearn Everything You Know About KOL Marketing
There may be success stories, but for brands stuck in the Instagram mindset of influencer marketing, launching on TikTok represents a huge challenge. What type of content works best? How do I reach out and recruit KOLs relevant to my brand? Do TikTok KOL campaigns fit into engagement and conversion goals?
« Of the brands that have already tried TikTok, some are delighted, others not so much ,» says Julien Schaff, Kolsquare’s chief revenue officer. « Most say that it is very difficult to convert, but that it is good for awareness. Those who want to try it are hesitant because they still think that it is not for them; that the audience is too young, that they do not know how to create content and how to make it relevant to their brand .»
TikTok has turned conventional wisdom about what people want from social media on its head. The short video format combined with the sheer silliness of much of the platform’s content has revolutionized the social media landscape . Previously accepted wisdom about what makes a successful KOL marketing campaign doesn’t easily translate to TikTok