The TikTok platform has become a force to be reckoned with in the field of digital marketing with its huge user base and extremely high user activity. Celebrity marketing, with its unique content creativity and fan stickiness, has become one of the key strategies for merchants to realize accurate marketing and create explosive products on the TikTok platform.
At the same time, more and more merchants have begun to deeply realize the importance of celebrity marketing in promoting sales and brand building in the era of TikTok short videos, and use it as an effective means to increase brand awareness and promote sales growth. However, finding the right celebrities and building a smooth relationship with them has become a challenge in this process.
Celebrity marketing is difficult.
Brands and merchants need to consider factors such as whether the celebrity’s fan base matches the target market, whether the celebrity’s marketing style matches the brand’s image, and the cost of the partnership. In addition, they need to ensure that communication during the partnership is efficient and aligned to achieve the best interests of both parties. Together, these factors are key considerations that must be taken into account when engaging in celebrity marketing on TikTok.
There are 3 main points of confusion that many brands and businesses face when engaging in celebrity marketing:
Celebrities are hard to find: It’s not easy to find truly influential celebrities among the large number of TikTok celebrities who are valuable to collaborate with and who fit the brand’s image, and brands and businesses need to spend a lot of time and effort to screen and identify them.
Scammers are rampant: some celebrities may have problems such as false followers, breach of contract for cooperation, and even fraudulent behavior.
Some celebrities charge a cooperation fee but fail to publicize as agreed, or even disappear without a trace, which not only costs merchants money, but also disrupts the marketing pace.
Poor results: Even if a seemingly suitable celebrity is found, it may be difficult to realize effective conversion and realization because of the celebrity’s own credibility, or the celebrity’s limited ability to create content.
Faced with the above problems, this makes sellers need to have a more in-depth understanding and evaluation of the celebrity before cooperation. Of course, how to find suitable celebrities on TikTok for cooperation? How to reduce the risk of cooperation and improve the effect of cooperation?
Cautious investigation and selection:
Before choosing a celebrity to cooperate with, sellers should conduct in-depth background research to understand the celebrity’s background, fan profile, content quality and previous cooperation cases. The real influence and value of cooperation can be assessed by looking at the celebrity’s historical works, fan interaction, comments and likes, and other data. This allows you to understand the real situation of the celebrity from multiple angles and reduces the risk of cooperation.
Contractual terms and conditions:
To ensure smooth cooperation, sellers should establish clear cooperation norms and contracts with celebrities. Consult a professional lawyer before signing the contract to ensure the legality and validity of the contract. The contract should include the specific content of the cooperation, time, cost, rights and obligations of both parties, and the liability for breach of contract and other terms. This will give you something to go on about when problems arise and protect the legal rights and interests of both parties.
Establish clear communication.
Establish clear communication channels and timelines. Prepare a detailed collaboration plan in advance, with clear objectives, desired outcomes and key milestones. Hold regular meetings or use project management tools to follow up on progress.
Pay in installments:
Payment can be made in installments, gradually according to the progress of the cooperation, to ensure that each step is implemented before paying the next installment, to avoid paying the full amount at once, which can effectively prevent celebrities from disappearing after receiving the payment.
Risk management:
Set reasonable expectations and assessments, and monitor the indicators in the cooperation process. For example, if the celebrity is required to pay a certain amount of deposit, once there is a breach of contract, the corresponding amount can be deducted according to the provisions of the contract as well as compensation. At the same time, it is also possible to clarify the criteria and methods for evaluating the publicity effect, to make an objective assessment of the cooperation effect. Prepare contingency plans to deal with possible problems.
Focus on long-term cooperative relationships:
Look for celebrities who are willing to establish a long-term cooperative relationship with the brand, which can ensure a more stable effect of cooperation. Evaluate the effectiveness of the partnership on a regular basis and adjust the partnership strategy based on the feedback.
Social media monitoring:
Regularly check the social media activities of celebrities and observe if there are any unusual behaviors or negative comments. Maintain good communication with the celebrity and solve problems in a timely manner.
How to respond effectively?
Collect evidence:
Collect all relevant communication records, including emails, chat logs, contract documents, etc. Record all transfer vouchers, including transaction records on payment platforms, etc. Take screenshots to save any relevant posts or promotional materials for subsequent use.
Contact the celebrity:
Try to contact the celebrity directly to explain the problem and ask them to fulfill their contractual obligations. If the celebrity responds, try to negotiate a solution, such as a refund or additional services to cover the loss.
Seek legal assistance:
If the loss is significant or cannot be resolved through negotiation, consider seeking legal advice or hiring an attorney to intervene. An attorney can help you assess the circumstances of your case and provide guidance on how to recover damages through legal means.
Social media exposure:
Where appropriate, it is possible to publicize your experience on social media to warn others to avoid the same pitfalls. Be careful, however, to ensure that you comply with local laws and regulations when posting any information and avoid defamation or invasion of privacy.
