Partner with Creators to Promote Your Products
This guide explores how to leverage TikTok Shop’s innovative features to connect with creators and effectively promote your products.
Why Partner with Creators?
Creators are the heartbeat of TikTok. They’re trusted voices and trendsetters who can ignite a buying frenzy with the now-famous “TikTok made me buy it” phenomenon. TikTok Shop empowers you to track sales and conversions generated by creators, eliminating the guesswork from marketing attribution.
Finding Your Perfect Partners: Creator Strategy
There are four main approaches to connect with creators, allowing you to tailor your strategy to your business model and product:
- The Open Plan: This passive approach allows all creators with e-commerce access to showcase your products. Navigate to the TikTok Shop affiliate program, select “Open Plan,” and set your desired commission rate. Consider starting with a higher commission to attract creators, then lower it as sales increase. Turning off “approved creators” lets creators add your products without your initial approval, but you can still review data and accept those who align with your brand. A success story like 4KMILESSHOP, generating most of its revenue through the Open Plan, highlights the power of this approach.
- Creator Connect: This powerful tool allows you to target creators based on specific criteria such as past product categories sold, follower demographics, and video metrics. Delve deeper into their profile data to analyze video and live GPM (Gross Per Mill) and assess video quality. Creator Connect also facilitates direct communication through TikTok, streamlining the outreach process.
- Targeted Outreach: For a more personalized approach, directly message creators with a history of promoting similar products or collaborating with brands like yours. Consider creating videos tagging them or leaving comments on their content to grab their attention. A small business called AHAV successfully captured a creator’s interest by creating a video and requesting a product review, resulting in impressive sales.
- Platform Promotions: Participating in TikTok Shop’s product campaigns can increase your product’s visibility and attract creator interest. Register your products in these campaigns (found in Seller Center > Promotions > Campaigns) for extra exposure, just like many businesses did during the successful Back to School campaign.
Key Takeaways:
- TikTok Shop’s tracking eliminates the guesswork from attribution, making creators a valuable sales channel.
- Choose your creator collaboration strategy based on your business needs (Open Plan, Creator Connect, Targeted Outreach, Platform Promotions).
- Personalize your outreach to creators with a track record of promoting similar products.