How to Create Influencer Collaborations That Don’t Feel Like Ads

Every day, TikTok users skip posts in their feed that feel like a traditional ad: the list of positive qualities, the copy-paste slogan, the perfect shot, all things that signal this video is trying to sell me something.

Top brands know that collabs cannot be forced, and they recognize the creators that fit their concept better than others, and merge to create an ad that feels organic.

This is how they do it:

Understand the Content Data that Matters

Brands that successfully transcend into the customer’s space and influence their spending habits do so by attaching themselves to influencers that are not just high in followers and create a high number of posts but rather analyze the details instead.

What to focus on:

• The average amount of time a single viewer spends on that post

• The total duration all viewers spend watching your content

• Number of Saves per post

By identifying what matters when choosing an influencer, the company can more accurately project their branding towards the public. Consistent views matter more than a one time viral moment.

A loyal audience that will believe in their creator and will come back to watch more will in turn create more visibility and influence, which is what we are looking for.

Authenticity In the Comment Section

One of the best ways to notice if a creator has an audience that the business could do a collaboration for is to take a look at the comment section. There, the type and level of communication between creator and follower can be seen.

If the ad connects with the audience, there will be:

• Users commenting about their experience

• Questions about the product

• Followers replying to each other

• Request for links

If the ads feel fake there will be signs in the comment section, ether the followers will ignore the post and the video will have no comments, or the comments will express disinterest and even disagreement with the post by commenting “ad”

Followers want to watch videos that contain more than an ad. The video should have an interest that goes beyond the product review, like the creator's humor and professional insight. The creators that have built trust in their audience are the priority

Use of Original Sounds and Formats

The overuse of trending sounds and outdated formats can be a huge turnoff for even the most loyal followers. These failed collabs happen when the brands push influencers to use audios that have been done before and no longer have the same pull.

 Influence indicators can be:

• Audience creates duets

• Followers use the creator’s audio

• Users create stiches of the video

Brands that understand this, find creators that originate in new formats, use niche sounds, and whose audience mimics. Because what matters in brand collaborations with influencers is the influence above the reach.

Matching Audience Demographics

Ensuring that the people who follow the creator align with the product that is being advertised is fundamental to its success. A correct data match maximizes a campaign’s return of investment by focusing on basic information about who is watching.

Things to take in count:

Specify in which of these categories your audience fits, taking in count what is being advertised:

• Age & Gender

• Geography

• Socioeconomic Status

• Values & Interests

Define the content alignment:

Even if the company matches the demographic, one needs to match the brand’s voice as well as add authenticity.

Take in count:

• Tone

• Aesthetics

If the tone of the brand doesn’t sound authentic to the influencer’s own voice, and if the aesthetics of the product being the colors, filter and lighting doesn’t naturally fit with the branding, this may create a lack of trust.

Bottom Line

The search for an ideal collaboration between a company and a creator can be defined by:

• Understanding the content data that counts: Among all the metrics and data we must consider the most critical refers to the time followers spent consuming and interacting with a creator’s content.

• The authenticity of the comment section: defined by the user's comments, references of the product, questions and replies as well as request for links where to buy

• Use of original sounds and formats: Allows to identify the creators that should be considered for a collaboration, the unique and original sounds and formats influence

• Matching audience demographics: One of the most important aspects in aligning with an influencer is the compatibility between their followers and the product. Aspects like age, gender, economic status, aesthetic, and tone help the most.