Is TikTok on the decline? Our current Magnificence State of Affect report discovered that whereas the quantity of paid influencer posts on TikTok noticed a slight improve from Q3 to This fall 2021, engagements declined, whereas video views are up:

• +5% posts
• -22% engagements 
• +17% video views

That is the inverse of what we have been anticipating to see, particularly since social commerce and influencer/model collaborations usually blossom through the vacation season. 

Much more stunning? Different platforms truly noticed extra progress in paid influencer posts throughout the identical time interval — Instagram noticed a 28% improve, YouTube a 18% improve, and Fb a 15% improve.

Don’t panic, there would possibly good the reason why TikTok is “underperforming”

Earlier than you rush to cancel your TikTok campaigns, listed here are just a few working theories which may assuage your issues. 

1. The decline in engagements may point out that audiences devour video content material in another way. All platforms — not simply TikTok — are exhibiting an total drop off in engagements and improve in video views on paid content material. Maybe it is a signal that video is taking on? It’s attainable that customers aren’t as more likely to like, remark, and share movies as they’re stagnant pictures. To regulate for this shift, we’re noticing manufacturers of all kinds add video views to the checklist of key metrics they observe.
2. The slowing progress of sponsored TikTok posts might be impacted by influencers’ speedy viewers progress. Influencers nonetheless obtain massive viewers progress on TikTok a lot sooner than on different platforms. Provided that sponsorship charges are sometimes based mostly on viewers measurement, we will assume that TikTok influencers are getting increasingly more costly. In reality, we’ve even seen manufacturers slim down their influencer roster to allow them to prioritize high quality over amount. 
3. Many manufacturers are nonetheless battling producing the proper content material for TikTok. As we mentioned in a earlier submit, the content material that works on TikTok is completely different from the content material that works on Instagram. They’re very completely different platforms that deserve completely different methods. Some entrepreneurs nonetheless haven’t fairly found out tips on how to make these completely different methods work for his or her manufacturers. To that we are saying: be affected person and reward experimentation!

8 examples of profitable sponsored TikTok content material 

Okay cool, however what are some concrete examples of TikTok content material that works? Beneath we element some sponsored TikTok influencer posts that earned excessive engagements, video views, and engagement charges. 

Most partaking

The next posts earned among the highest complete engagements in This fall 2021.

On this evaluation, prime or VIP influencers typically earn probably the most engagements on their sponsored content material. Is that this proof that small influencer virality solely applies to natural content material? We’re undecided.

Amanda Dias (3.5M) x Lancôme

• Related: On this paid submit, Amanda recreates a glance that Zendaya wore on the purple carpet. This was an important alternative as a result of Zendaya, who stars in Euphoria and Dune, has large affect in magnificence, trend, and popular culture proper now. 
• Easy, but effectively thought out: Amanda additionally retains it easy, and doesn’t attempt to get too fancy with this video. She posted a no frills tutorial that makes use of a number of Lancôme merchandise. She additionally tied within the unique sound that Lancôme made for this marketing campaign by timing her transitions to the music and lip syncing the top of the tune. 

Merrick Hanna (22.3M) x EOS

• Non-beauty promo: EOS took a “danger” right here by partnering with a non-beauty influencer, nevertheless it labored effectively as a result of Merrick discovered a strategy to seamlessly incorporate the product into his personal content material type.
• Inventive and unique: Merrick stayed true to TikTok/his personal origins by making this sponsored video a dance video, with EOS lip balm as his visitor star. He additionally obtained extra inventive by including in enjoyable animations and wordplay.

Abby Roberts (17.3M) x Morphe

• Creativity name in: Abby and Morphe constructed their collaboration round a problem dubbed #morphexabbyhalloween. On this competitors, they invite of us to submit their finest Halloween make-up appears to enter to win an enormous prize. The video that earned probably the most engagement from this marketing campaign was the announcement of the winner, the place Abby dueted the creator’s video exhibiting her cult traditional film make-up look. 
• Huge worth add: make-up challenges have gotten extra frequent, so Morphe and Abby tacked on much more pleasure by offering an enormous prize to the winner — a billboard characteristic in Instances Sq.!

Most video views

The next posts earned among the highest complete video views in This fall 2021.

Not like within the earlier part, the kind of companions that earned probably the most video views have been prime, macro, and mid-tier influencers.

Dr. Angelo Landriscina (309K) x Clear & Clear

• Skinformation: Dr. Angelo faucets right into a content material sort that’s tried and true – schooling. In his sponsored video he highlights the principle ingredient from the product, reveals its texture, and describes what impact it has on pores and skin. 
• Particular viewers callout: Dr. Angelo then goes on to name out who this product could be good for (delicate/zits inclined) and why they need to use it (gained’t strip or sensitize pores and skin). Many shoppers are searching for product suggestions that match their distinctive pores and skin wants. 

Doug Mar (3.6M) x Estée Lauder

• Non-beauty promo: that is an instance of one other profitable non-beauty influencer promotion. Just like Merrick Hanna x EOS, what makes Doug’s collab with Estée Lauder work is the truth that the content material is tailor-made particularly for his  viewers and private type. It’s seemingly Doug’s viewers consists of oldsters who purchase fragrance for his or her companions, not for themselves. 
• Mild schooling: as a continuation of discovering the precise angle for his viewers, Doug stays away from getting too into the element of the fragrance. As an alternative he offers an excessive degree breakdown of the product and why it’s interesting.

Rachel Rigler (897K) x Maybelline

• Realtime tutorial: TikTok is a superb place for unfiltered, unposed content material. That’s why realtime make-up purposes do effectively. On this collab, Rachel reveals how she applies the Maybelline mascara, even describing particular options (just like the curve of the wand), and  “predicted” that the product would quickly go viral. 
• Product comparability: Rachel solely utilized the mascara to one in all her eyes so she may present a aspect by aspect comparability. This helps present, not inform, the product’s results. L’Oréal Paris adopted the same construction when selling its Telescopic mascara on TikTok.

Highest engagement charges

The next posts earned among the highest engagement charges in This fall 2021. Engagement charges generally is a good strategy to determine traits which can be simply beginning or issues that work for influencers that don’t have large followings. 

Not like the opposite two sections, the kind of companions that earned the very best engagement charges have been smaller influencers (micro – macro). Not like earlier classes, the highest performers have been virtually all beauty-specific influencers.

cakedbybabyk (33K) x Maybelline 

• Pattern hacking: this influencer created a simple video by tapping into an current pattern  — combining powder and liquid foundations. The additional advantage of doing such a video was that she obtained to spotlight a number of Maybelline merchandise with out making the content material clunky.
• Particular viewers name out: just like what Dr. Angelo did, this influencer particularly known as out the kind of of us this system and product would work effectively for. We love that she additionally threw in a little bit of comedy, “full protection for the oily gals”.

Chris Han (145K) x L’Oréal Paris

• Product comparability: on this sponsored submit, Chris did a distinct type of product comparability. She selected to indicate how L’Oréal Paris’ cheaper product carried out towards a luxurious product. We’re additionally seeing this low-cost v luxurious product comparability achieve reputation in natural content material. Simply seek for “dupes”!
• Info dense: in contrast to Doug Mar’s video, Chris packed her video full of data — element which measurement she was utilizing, the variety of colours out there, and value. We expect she did this as a result of her viewers is probably going filled with magnificence lovers who would discover all this data extraordinarily useful. 

Curious what a typical engagement price appears like for influencer content material? Try our new 2022 Engagement Charge Benchmark. We provide you with benchmarked averages throughout influencer tiers and platforms within the US, UK, and France.