The possible Tik Tok ban in the U.S. could potentially result in influencers losing followers as well as a chunk of their content. With threats of the app being banned in the U.S., TikTok creators are struggling with the idea of losing their earning potential. Brands are worried about the possibility of losing one of the fastest growing platforms for influencer marketing. If you’re a brand or an influencer primarily using TikTok and you want to maintain success, it may be time to consider utilizing multiple platforms for your campaigns.
Tik Tok is the latest influencer hotspot that has become especially popular with younger audiences. The platform is unique in that it is much easier for micro-influencers to go viral thanks to the “for you page.” The short-form video sharing platform has also recently created a fund to pay approved creators for producing content—opening another channel for prospective earning opportunities. With the possible TikTok band impending, it’s becoming clear that using multiple platforms will help maintain—if not increase—followers and earning potential.
THE CASE FOR USING MULTIPLE PLATFORMS
The origins of cross-channel posting
The idea of cross-channel influencer marketing stems from one of marketing’s original concepts, the “Rule of Seven.” Simply put, the Rule of Seven implies that consumers should “hear or see a message at least seven times before they buy it from you.” When posting about a product on multiple channels, it minimizes the time it will take to reach the required seven interactions. By utilizing multiple outlets, you’ll be able to appeal to a larger group of viewers in a shorter amount of time.
Consumer behavior during the pandemic
As the world becomes more and more digital, people are spending more time on social media. Internet users have an average of seven different social media accounts, making it even more important to produce content across multiple channels. With people spending time on a number of different apps, it can be difficult to maintain customer loyalty and reach a very wide audience if you are posting solely to one platform. This has become especially relevant during the pandemic, as people are spending increasingly more time on their electronic devices.
MAKING IT HAPPEN
Taking fame from one platform to another can be easier than you might think. An easy way to implement changes to your strategy including posting on multiple social platforms, is to simply cross-post your content. For example, post a TikTok video on your Instagram story to encourage followers to check out your page on that account. Or try embedding Instagram content in blog posts. This will encourage your audience to check out different content, hopefully leading to more followers across all your social media outlets.
Identify Your Target Audience
Cross-channel influencer marketing allows brands to reach more diverse audiences. The Gen Z’ers you’ll reach on Tik Tok are quite different from the millennial-heavy Instagram crowd. If you’re looking to reach a broad range of potential customers, you’ll have to meet them where they are. This starts with identifying your target audience and the platforms they most frequently use. For example, 62% of Tik Toks users are between 10 and 29. Be sure to clearly identify your target audience and utilize the platforms that they are using most frequently.
Match the platform energy
People often use a variety of apps, platforms, and social outlets because they each produce unique content. One of the keys to success when cross-posting a campaign is to match the energy of that specific platform. Facebook tends to be reserved for older audiences and family interaction, while Instagram is used more for personality. TikTok focuses on authentic and often trend-centric content. Keep this in mind when cross-posting content across your social channels.
Bottom line, using multiple platforms for social media campaigns is beneficial not only for the influencer, but also for the brand. There are plenty of opportunities available to utilize multiple social media outlets. Why not take advantage of every opportunity you can? Your campaigns will reach a broader audience, leading to more interactions with consumers. Every follower, like, and comment is a step towards reaching your campaign goals. Successful campaigns lead to lasting influencer/brand partnerships.