Welcome to our monthly series: The TikTok Tank – five videos that generated buzz on the short-form video platform in the DACH region. This listing aims to provide you with some behind-the-scenes insights on the campaign concepts evaluated by our experienced Account and Campaign Managers. This month’s focuses on fashion as well as beauty brand collaborations.
About the list: Our list considers videos that include the following hashtags: ad, advertisement, anzeige or werbung, and have been posted between 1st of August and 31st of August in Germany, Austria, or Switzerland. We filtered them for most video views. All data shared below was pulled on August 31st.
First one in line is Oliver Delfendahl, better known as DYMA. The 20-years-old German TikToker has amassed a following of 1.2 million people and is constantly sharing fun videos out of his famous self-build box – which he now has to leave behind as he’s moving to Berlin.
In his latest collaboration with adidas originals, DYMA shared a video in which he explains what he loved to do as a kid and asks his community to answer this question as well. In all sequences, the focus is on the new adidas ZX which he’s wearing. Next to DYMA, many more creators of the German TikTok scene – like baochii, tabealogic, or batuhendl – have been asked to create all different kinds of TikToks by wearing the new sneaker. DYMA’s video alone reached 443k video views and an engagement rate on views of 17%.
Second one is Dalia who’s been part of our previous rankings in June and July as well (!). With 5.4 million followers on TikTok, she’s one of the most famous German TikTokers and plenty of brands have seen the potential of Dalia and her reach already.
So did Tommy Hilfiger: In their latest collaboration, the fashion brand asked the German TikToker to share two outfits – “Tommy from head to toe” – by creating one of the famous transition videos. By using this effect, it’s possible to show, for example, different outfits in a short period of time – so the average attention span of the GenZ and the recommended video length of 15sec are met.
Dalia’s transition video generated more than 345k video views and an engagement rate on views of 22%.
About the engagement rate on views: The engagement rate on views puts the sum of all likes, comments, and shares in the last 90 days in relation to the total video views. While the engagement rate based on followers might be more known from a still content logic, the engagement rate on views is a metric that is commonly used to assess the level of interactions on videos. In Germany, according to our data on the platform, the average engagement rate on views is around 16%.
Third on our list is Lara Schmidt and the beauty supplements of Carefuel. By showing her daily routine, which includes exercising, eating healthy, and drinking lots of water as well as taking the supplements of Carefuel, Lara presents her 308k followers how she takes extra care of her skin and hair.
In the TikTok, the product is included naturally in her day-to-day life and she even quickly mentions what kind of vitamins and minerals the supplements are stuffed with. Lara also has a 20% discount code to share and with that, she reaches 204k impressions and a solid 7% engagement rate.
Next one is German TikToker Marlene Fischer aka iiidc (871k followers) with a video for the beauty brand Isle of Paradise. Marlene’s signature videos are beauty ones. She’s very well known for her close-up videos that show, next to the result, especially the texture of each product.
The TikTok she did for Isle of Paradise is exactly this kind of close-up video where Marlene presents their self-tanning foam and how it works. By reaching 89k impressions with an engagement rate on views of 17% it’s safe to say that her followers liked it.
Last but not least, it’s time for Sarah Theiler (623.4k followers), who not just presented a whole outfit by the comfortable fashion brand Les Lunes in her sponsored post but also used one of the dances that is viral on TikTok at the moment. As if dancing to Ne-Yo’s “Because of You” together with her boyfriend didn’t cause enough attention on its own already, Sarah shares a huge 44% discount code for the fashion brand too.
This combination brought 88k impressions and amassed an engagement rate of 18%.
Looking at this month’s top TikTok sponsored videos, we identified three core patterns to consider when running campaigns with influencers on TikTok :
Hop on trends: TikTok is all about music, dances, and challenges – everything that engages and entertains the community. So it’s safe to say that having an eye on current trends as well as songs that go viral and include these – in a natural way – in your influencer campaigns is a great idea to generate buzz.
Integrate the audience: As usual, brands that run influencer marketing campaigns on social media want people to interact with the content – be it liking it, hopping on the brand’s profile, or even buying something. Still, it’s always a good idea to integrate the influencers’ audience in your content by, for example, asking them to copy a dance or comment their opinion on XYZ, so the engagement of the video will rise and it’s more likely to get shown on the For You page or even go viral.
Always on – discounts: For a long time, we know that discount codes work very well on Instagram. On TikTok, there are not too many discount codes twirling around but when, according to impressions and engagement, we can see that it works as well.
Ready to rise to the TikTok challenge? We are here to support you in creating meaningful, interactive, and creative content together with the most suitable TikTokers, and help you leverage the power of TikTok for your influencer marketing strategy. If you want to get more information on how exactly we can support you, send us an email at firstname.lastname@example.org.