Industry

PLAYBOOK: How to use TikTok + Gatsby to Grow Your Brand

With our newest update, you can start building community and scaling your micro-influencer marketing strategy with your own customers on TikTok!

Gatsby helps you discover which of your customers and website visitors are using TikTok, and even better, how influential they are, so you can quickly identify who’s best to partner with.

TikTok, “the leading destination for short-form mobile video”, is a world of fun dance challenges, lip sync videos, and unconventional product reviews, all with an overwhelmingly positive vibe designed to “inspire creativity and bring joy”. In fact, it’s the biggest platform in social media today (with the most downloads in the world), and boasts the best engagement rate of any platform.

With such an engaged and devoted user base, it probably comes as no surprise that TikTok users are 1.7% more likely to buy products discovered on the app. As many brands have quickly figured out, there’s big money to be made on TikTok! But, given the unique nature of the platform, you might find you need a slightly different approach to marketing on it, especially when it comes to how you engage with influencers.

So to help you get started, we put together a few ways you can use Gatsby and TikTok to kick start your influencer marketing campaign:

  1. Discover the right influencers: It all starts with finding the right audience, which as any marketer knows, can make or break your campaign. The first thing you’ll want to do is make sure that you are reaching your target audience. Are they Gen Z-ers or Millennials? Then TikTok is the place to be! The beauty of TikTok’s unique algorithm is that nearly anyone can go viral in a minute. Because the app fosters discovery of user generated content, it’s easy for anyone to reach millions of users with just one catchy video! But with 50 million daily active users, (nearly half a million of which are influencers) in the US alone, you might find yourself with almost too many options -- how do you find the right ones to partner with? That’s where Gatsby can help! All you have to do is capture your customers’ handles at some point during their purchase journey (either in a pop-up or during checkout) and you’ll get access to their TikTok stats such as their number of followers, how many they’re following, number of posts, and more. Once you have this data, you can initiate a campaign asking if they want to partner for a post, or automate outreach through one of our integrations, like Klaviyo. The beauty of this is that you’ll create a list of potential influencers who are already customers of your brand, and will likely be super excited to share about it on their favorite platform.
  1. Play by TikTok’s rules: One of the things that sets TikTok apart from other video sharing apps like Instagram and YouTube is the quirky, fun and offbeat content it’s most known for (and it pays off, the platform’s engagement rates speak for itself). When it comes to influencer partnerships, it’s best to embrace the vibe of the platform, letting influencers choose the best or most creative way to share about your product. It might seem unconventional for those used to sharing brand guidelines and creative direction, but loosening up control ensures your influencers are sharing their most authentic work. And as we all know, it’s all about authenticity.
  1. Try a challenge: TikTok users love a challenge! One of the quickest ways to go viral on TikTok is through a clever hashtag challenge that gets users engaged in a fun and unique way. Take e.l.f Cosmetics, one of TikTok’s earliest brand adopters. Their #eyeslipsface challenge, where they commissioned a song “Eyes, Lips, Face” was so successful, it garnered 1 billion views its first day alone, and generated 5 million pieces of user-generated content from consumers, and even celebrities ranging from Lizzo to Howie Mandel.  AdWeek even declared it “the most influential campaign on TikTok”. Now that’s a viral success!

With TikTok insights now available on Gatsby, you’ll discover a new way to connect with your consumers to have fun, loosen up, and drive sales. Try it out today! Install for Shopify here. Install for any other ecommere platform here.

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