How to Make a Viral TikTok Influencer Marketing Campaign in 2022
The power TikTok has to generate organic reach and engagement numbers is unparalleled. When coupled with skilled creators, you’ve got a recipe for TikTok virality. Brands such as the NFL, Chipotle, and TacoBell, among others have cracked the code and manufactured viral TikToks time and time again. Find out how to make a viral TikTok influencer marketing campaign that generates brand awareness, builds an engaged audience, and sells products like this TacoBell campaign that generated over 93M views by activating influencer, Conner Chant, to promote their new “Taco Lover’s Pass!”
Understanding the TikTok Algorithm
The first step to building a viral TikTok influencer marketing campaign is to understand the platform’s algorithm. TikTok’s “For You Page” (FYP) algorithm, just like most major social media platforms, is ever-changing. However, the following are a few pillars of the algorithm that have remained constant.
- Watch Time: The longer a user views a TikTok video, the better. TikTok will track a video’s watch times in order to determine the level of interest. Therefore, videos that are watched in their entirety, or even re-watched are more likely to be pushed out to the FYPs of users that share a similar interest.
- Likes, Comments, and Shares: As engagement for a video increases, so does the likelihood that TikTok will share the video with larger audiences.
- Trending Sounds: The use of trending audio or songs can be a quick way to amplify your video. This pillar largely ties in to watch time, as viewers are more likely to complete watching a video that includes the catchy song that is stuck in their head.
- Hashtags and Keywords: The use of hashtags and keywords in your caption can make or break your TikTok. This will help TikTok’s algorithm understand what your content is about and share it with the intended audience.
Each of these pillars can be strategically capitalized upon through the right influencer partnerships. At the end of the day, TikTok’s algorithm is deeply rooted in trends. As a result, understanding TikTok’s algorithm in tandem with identifying TikTok trends is a crucial component to amplifying the performance of your next TikTok campaign.
Make Your Content Easy to Replicate
If you’re attempting to create a viral trend that generates engagement and UGC, the key is to make your content easy to replicate. For example, think about OceanSpray in the Fall of 2020, or even Adult Swim in the Spring of 2021. What did those two viral trends have in common? They were both easy to replicate. Due to this, influencers were quick to recreate the viral videos, this drove awareness towards the trends. From there, TikTok users globally brought the trends to life. Although Ocean Spray and Adult Swim did not start these trends themself, there are several key components that brands can take away in order to create their own viral moments on TikTok.
Engage with Viewers and UGC
Ocean Spray and Adult Swim were examples of brands that were swept up in a whirlwind of UGC. The two brands were expertly swift to join the conversation by posting responses and engaging in the comments section. This tactic of engaging with viewers is key to inspiring users to continue generating new content on behalf of your brand. After all, it’s only natural for users to get excited when they see their content show up on a brand’s page. For example, Chipotle created a 3 part series solely using a compilation of UGC that went on to generate over 32M views! Be sure to tag the original creators and give credit!
Boost Influencer Sponsored Content
At the end of the day, the TikTok algorithm in its entirety is difficult to crack. Some content will end up performing better than others. Consider boosting your influencer content to ensure that your campaign performs and reaches its intended audience. TikTok offers several ad formats, so be sure to brush up on the TikTok ad formats and determine which is right for your campaign!
Conclusion
In conclusion; understanding TikTok’s algorithm, creating content that is easy to replicate, engaging with your audience, and boosting influencer sponsored content are key to creating a viral TikTok influencer marketing campaign. Learn how to create a cultural moment on TikTok similar to Ocean Spray and Adult Swim today!
