The best influencer campaigns on TikTok in 2023

Since 2020, TikTok has not stopped growing, and logically enough, new content creators have emerged. Influence marketing on the social network has thus developed very widely.

By 2021, 45% of brands were using TikTok for their influencer marketing campaigns, just behind Instagram with 68%. Yet a year earlier, there were so few brands doing influencer marketing on TikTok that experts hadn't even put a number on it.

This success is due, in part, to the diversity of content categories posted on the platform; from gaming to beauty, from lifestyle to entertainment. These themes generate a significant flow of interaction that can greatly benefit your brand.

So much so that TikTok is already the must-have application for influencer marketing.

To show you the potential that exists, we've put together a selection of the best influencer marketing campaigns on TikTok in 2023! 👇

Why is TikTok essential for influencer campaigns?

Influencer marketing is a marketing technique used by brands to appeal to a content creator who has acquired a strong presence on a social network. Influencers have a large subscriber base and have thus become web stars specialized in a particular field (e.g. fashion / travel / cooking...). This collaboration enables brands to take advantage of their visibility to recommend a product or service to their audience.

The use of influencers in marketing campaigns can be seen on all social media platforms. But it's on TikTok that this technique is enjoying its greatest success. So why has TikTok become so essential to influencer campaigns?

With over 1 billion monthly active users, TikTok offers massive reach for brands. The platform is particularly popular with Gen Z, an audience often difficult to reach through traditional channels. TikTok fosters authentic interaction and creative content, enabling influencers to connect with their audience in a way that few platforms can match. Its algorithm offers a fair chance for all content to go viral, giving brands a unique opportunity to reach a wider audience with impactful content . What's more, TikTok has put in place a range of monetization and partnership tools to facilitate collaborations between brands and influencers.

Ultimately, this success is partly due to the nature of the videos produced, their consumption in the Pour Toi feed and the trends generated by its users .

The following 5 examples of brands have clearly understood this, and are making the most of the platform's codes in their strategy.

5 examples of effective influencer campaigns on TikTok

1- PHLUR - Bringing your marketing to life.

Among the brands that have figured out TikTok influencer marketing, there is PHLUR.

PHLUR had a great success with their perfume "Missing Person". Their communication revolves around the idea that this perfume smells like people you love. TikTok allowed them to really bring this marketing strategy to life.

The video of an influencer, who makes her partner smell the perfume, went viral.

In the video, the young man who smells the perfume shows a spontaneous reaction of surprise, since the perfume really seems to him to have the smell of the young woman who made him smell.

The perfume quickly made the rounds on the platform, and ended up selling out just as quickly.

The products that manage to make an impression on TikTok quickly go viral on the platform. They are quickly tested live to verify the effect that impressed in the original video.

So the brand's campaign on TikTok helped spread their fragrance far and wide.

‍

Influencers can be very powerful muses for your products. They are more accessible and consumers identify with them more easily than with celebrities. Their message will be all the more authentic if it is carried by someone who looks like your customers and allows them to project themselves more. Not to mention that their audience trusts them and that this helps lower the natural mistrust that one may have towards advertising content.

2- Booking - Contests to engage the community.

In another niche, Booking decided to launch a contest on TikTok to make 7 people win a trip worth 10,000 euros to share with the person of their choice.

Contests are always a good way toengage your community. The latter will be incited to produce content around your brand (the famous UGC) to apply and hope to win the reward. It is therefore an excellent virality lever. 

To do this, they called on an influencer who offers a vlog of a day's vacation with him in a hotel booked on Booking. This allows to talk about the brand naturally, in a format in which the influencer is comfortable, and that his audience is used to find on his account.

But above all, it is an opportunity to make people want to live the same vacation, and therefore to participate in the contest. It allows you to be immersed in the trip and to project yourself. Identifying yourself and projecting yourself are two key elements that influencer marketing can exploit.

3 - McCain - Creating exclusive music.

McCain, on the other hand, launched an influence campaign by creating music to make an impression.

On a platform like TikTok, it is quite rare to consume content without music. The social network defines itself as "sound-on". It is often complex to understand the content without the sound, as music plays a very important role on the platform.

McCain has therefore decided to bet on sound for a new kind of campaign. The music was created by an influencer on YouTube, before being exploited for different collaboration with influencers on TikTok.

This is basically an old mechanism, already used by television advertisements, which relied on sound, by creating jingles and other music that stay in the mind. This allows the brain to have an auditory memory of the advertisement which tends to persist more than visual memories.

‍

In short, it's a way to mark the minds of your target, a little in spite of it. It is all the more logical on a platform like TikTok whose strong point is the music.

4 - Fitness Park - The winning combo, organic content x TikTok Ads.

In another register, Fitness Park called upon Sleeq to differentiate itself from its numerous competitors.

The goal was to federate a committed community on TikTok, starting from scratch. A successful bet since Fitness Park now has over 200k subscribers.

To achieve this result, qualitative content was created on their niche in order to animate the account, and in parallel, collaborations with influencers allowed to redirect traffic to the account. For example, a video produced by the creator @superboumj that accumulates no less than 38 million views.

‍

The advantage of this kind of strategy is that it allows to capitalize on the duration and on the generated visibility. Subscribers are potential customers who are interested in the sports niche and therefore in the added value delivered on the brand's account. This audience can continue to grow over time thanks to the organic content that interests this target audience. Moreover, the use of influencers can significantly boost organic growth, by redirecting a large traffic of people to the account, a significant part of which is interested in the brand's niche.

5- Orange - Influencers as muse on your account.

Orange called on Anthony Ornecq to produce a video on the VivaTech exhibition, which can be viewed directly on the Orange account.

This type of collaboration relies on the fact that the content creators master the TikTok codes and will be able to produce interesting and optimized content for your audience.

Not to mention that their subscribers can recognize them, and will therefore be more likely to view the TikTok than if the face was unknown to them. This is the Stop Scroll effect that well-established influencers manage to produce.

Maintaining long-term relationships with content creators can be a very interesting strategy to offer original content on your brand account.

‍

👉 Of course, not all of these strategies are incompatible. They can be crossed to maximize the effects. It all depends on your goals.

Apply these strategies to your own influencer campaign on TikTok

In short, TikTok is full of opportunities for those who know how to look for them, and know how to call on the right creators. Influencers are a gold mine that you must know how to exploit to make your brand perform on the social network. The possibilities are numerous, and the natural and spontaneous content they can produce will allow you to engage your audience over time.

If you would like to know more about how Sleeq can help you with TikTok influencer marketing, contact us.