Content Creators Share “Magic” Of TikTok Marketing [Exclusive]
Content creators Jovynn and SonicWebs tell us how they use the TikTok Creator Marketplace to meet and collaborate with various interesting brands.
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While scrolling TikTok, have you ever discovered a plain everyday product and are amazed at how interesting it suddenly becomes on TikTok? How do they do that? It’s just a box of tissue!
Well, this is the power of TikTok Marketing.
According to a study, 52% of TikTok users say they discover new products through ads on TikTok and 61% of TikTok users feel that advertising on TikTok is unique.
The power of TikTok Marketing isn’t just limited to making mundane products eye-catching, it extends to content creators who are masters at utilizing this unique platform.
Have you ever wondered how content creators bump up their content strategy and get deals after deals of sponsored brands?
We interviewed Jovynn and SonicWebs recently, two exceptional content creators who managed to turn everyday content into marketing gold on TikTok.
Discover their secrets, explore their winning strategies, and learn how they’ve used the TikTok Creator Marketplace to take their careers to the next level.
1. When did you start to get sponsors and advertising requests from brands?
Jovynn:
After being on TikTok for 6 months, I began receiving opportunities for brand deals and the very first one came through TikTok Creator Marketplace (TTCM). It was from a gaming platform, and its execution was much more seamless with TTCM – the platform enabled us to track all of the campaign details, post deadlines and upload our content, which was definitely more convenient.
@itsjovynn Thissss 😩 #tiktokmalaysia #cupid #dj ♬ original sound – jovynn
SonicWebs:
I began receiving brand deals in 2020. However, for me, the most effective method for TikTok creators like myself to generate income has been through the TikTok Creator Marketplace (TTCM). It’s a convenient platform where brands initiate conversations about sponsorships by inquiring about my rates.
Previously, responding to individual inquiries could be time-consuming, but with TTCM, I can display my rate card on my profile, allowing brands to easily view my pricing. TTCM serves as a bridge connecting brands and creators, providing a centralized space for brands to discover numerous creators on TikTok.
This way, brands can select the most suitable creators for their campaigns, streamlining the collaboration process and making it more efficient for both parties.
@sonicwebs Muka poyo tu wajjb
♬ original sound – SonicWebs
2. How do you create ideas to promote the product?
Jovynn:
In my approach to campaigns, I prioritize staying within my niche, which is music-related. When working on music-related campaigns, I incorporate my passion for music into them.
However, if I’m dealing with non-music campaigns, I would observe the current trends and integrate products into the most compatible and appropriate trends. This strategy boosts engagement and keeps the audience captivated. Recognizing that TikTok appreciates organic content, I tailor my approach to resonate with the platform’s audience.
@itsjovynn “Dress to impress” they say… so here I am wearing my shine through the beautiful city of KL ✨ @Coach #CoachNY #WearYourShine #CourageToBeReal ♬ original sound – jovynn
SonicWebs:
In my approach to incorporating products into my videos, I strive to blend them with the existing series I have created. By doing so, I can naturally integrate organic elements into the content.
My general guideline is to maintain an 80/20 split, where 80% of the video focuses on organic content, while 20% revolves around the product. This ensures that the video doesn’t come across as overly promotional and remains engaging for the audience.
Moreover, apart from integrating with my established series, I’m always leveraging current TikTok trends — whether it’s popular music or trending content formats, I keep an eye on what’s currently resonating with the platform’s users and incorporate those elements into my videos to stay relevant and appealing.
@sonicwebs Bertabah la dgn adik yang selalu menang #SoTinge ♬ original sound – SonicWebs
3. How do you effectively cater to brands and address their preferences? What methods do you find helpful in meeting their specific needs?
Jovynn:
My first step is to thoroughly understand the campaign objectives and content direction. Each campaign has its specific call-to-action (CTA), and my priority is to convey the message in the most captivating manner possible.
I believe brands should empathize with their audience, putting themselves in their shoes, to determine what content would be most compelling and relatable to its target audience. Once the concept and ideas are finalized through collaborative discussions, I begin creating the content.
I view this process as a collaboration rather than simply an advertisement, as it involves bringing together the brand’s vision and the audience’s interests in a seamless and engaging way.
SonicWebs:
The approach varies depending on the brand since each one has its unique way and perspective. The key to success lies in effective communication and establishing a mutual understanding between myself and the brand.
To ensure clarity, I typically provide a comprehensive and detailed video concept, allowing the brand to visualize how the video will unfold. I greatly value the brand’s feedback and always strive to accommodate their preferences.
However, in some cases, feedback may impact the organic nature of the video. In such instances, I make sure to explain the implications and propose alternative solutions to maintain authentic and engaging video content.
4. How do you balance organic posts and sponsored ones?
Jovynn:
I focus on regularly sharing organic content to enhance the visibility and engagement of my sponsored posts. When I have an organic video that I believe will perform exceptionally well, I strategically post it first to attract and bring my audience’s attention to the sponsored content that follows.
Typically, I maintain a pattern of about two organic posts before featuring a sponsored one. Ultimately, my aim is to strike a balance between authentic, engaging organic content and sponsored posts, ensuring that both aspects contribute to a cohesive and compelling social media presence.
@itsjovynn This >>> #badidearight #oliviarodrigo #toxic #dj ♬ original sound – jovynn
SonicWebs:
My approach involves a strategic alternation between sponsored and organic posts. I follow a posting schedule to organize my content effectively, where I limit myself to a maximum of two sponsored videos per week, ensuring my audience doesn’t feel inundated with sponsored content. Finding the right balance is crucial to keep my audience engaged and receptive to both the sponsored and organic aspects of my content.
@sonicwebs Boleh pulak dia nak show off zaman dia dulu hot
♬ original sound – SonicWebs
5. What are the brands or sponsored experiences that you enjoyed creating videos/content for?
Jovynn:
I love creating content in the realms of fashion, lifestyle, and music. The diversity in these fields allows me to explore a wide range of ideas and craft engaging content with my audience.
SonicWebs:
I enjoy creating sponsored content for brands within the Food & Beverage and Gaming sectors. These categories align with my niche and video style. Some of my established series naturally fit with these brands.
Working with Food and Drink brands can be both challenging and enjoyable, as I strive to make the products look visually appealing on camera. These opportunities have allowed me to enhance my skills in creating high-quality product videos, and I genuinely enjoy the learning process that comes with it.
6. How do you guarantee the videos have great views?
Jovynn:
To maximize viewership on TikTok, I prioritize maintaining an organic and authentic approach while keeping my videos relatively short and including relevant hashtags that resonate with the video.
Since the platform caters to a fast-paced audience with shorter attention spans, this strategy proves highly effective in garnering more views compared to typical sponsored content.
A key aspect I focus on is crafting an intriguing hook within the initial few seconds of the video. By grabbing the audience’s attention early on, it’s more likely these viewers will stay engaged until the end.
@itsjovynn We've all been through those wild nights and had the shock of our lives the next morning when we look in the mirror. But with Maybelline's Tattoo Liner & Brow Pen, there will be no more jump scares! 😂 Your makeup will stay put for 48 hours! Get yours today from Watsons! – tap the shopping sticker for more! @Maybelline Malaysia #Getinked48H #MaybellineMy #TattooEyeliner #TattooBrow #beautytok #SuperGroupWeek ♬ original sound – jovynn
SonicWebs:
The key to success is to ensure your content is captivating and holds the audience’s attention. Shorter videos tend to work best, but longer videos can also be effective if you can maintain the audience’s interest throughout.
Additionally, crafting an engaging caption is equally important, as it encourages audience interaction and prompts comments, ultimately boosting the overall performance of the video.
By focusing on creating interesting content and engaging captions, you can enhance the level of audience engagement and overall success of your TikTok videos.
7. How do you pick suitable brands? What kind of brands do you accept and which type of brands do you decline?
Jovynn:
When selecting brands to collaborate with, I prioritize those that align with the interests of both my audience and myself. If the brand’s values and target demographics resonate with my niche, and the compensation is attractive, I am more likely to accept the partnership.
However, I maintain a strong stance on ethical considerations — I decline collaborations with brands promoting campaigns that are not kid-friendly or endorse harmful activities such as gambling or smoking.
SonicWebs:
The primary factor I consider when collaborating with brands is how well they align with my niche, as this ensures that the content appears organic and resonates with my audience. TTCM has been instrumental in helping me connect with brands that I believe share a strong synergy with my content and goals, making it easier to reach mutual agreements.
Regarding compensation, I do place importance on higher payouts, as content creation demands considerable effort and preparation. Before even starting to shoot the video, a lot of background work and planning are involved. Some creators, including myself, have invested in high-end equipment and lighting to deliver the best possible video quality for the brands we work with.
@sonicwebs Bila beli barang tu hati tgk harga dulu. Tapi nasib baik sedap! Korang kena cuba! #chiforest #Jasminemilktea #milkteamalaysia #7elevenmalaysia @chiforestmy ♬ original sound – SonicWebs
8. What is the best part of being a content creator?
Jovynn:
Being able to explore so many creative ideas and having a platform to share those ideas with. Building a strong community and having them come back each time I put out a new post and seeing their live reactions. That feels really fulfilling.
Making connections with other creators I admire and being able to collaborate with them Working with brands I’ve been a fan of for the longest time and building a relationship with them.
SonicWebs:
To be able to express creativity in my own way and share it with others seamlessly collaborating with various brands and building a strong connection with them.
The flexibility in terms of time and work where you can work anytime you want and thus have more work-life balance. The ability to use influential factors to promote awareness and spread useful information.
9. Anything you wanna advise other content creators to avoid doing?
Jovynn:
It’s crucial to adhere to TikTok’s community guidelines to maintain a safe and respectful environment. When collaborating with a brand, I always make sure to enable Content disclosure settings, providing full transparency to my audience about sponsored content.
I take great care in avoiding any actions that might risk having my account removed. In addition, one should avoid touching on sensitive and controversial topics as addressing such subjects can attract negativity, and dealing with that could be challenging.
SonicWebs:
It’s essential to avoid creating content that violates TikTok’s Community guidelines. Many creators unknowingly have their videos taken down due to guideline violations. It’s crucial to be aware that guidelines may vary by country, so it’s best to thoroughly read and understand Malaysia’s specific TikTok Community guidelines.
Certain topics like racism, religion, controversy, and violence should be avoided in our content. TikTok is meant to be a fun and positive platform, and by refraining from creating content on these sensitive subjects, we play a role in spreading positivity on TikTok. As content creators, we hold the power to set the tone and contribute to a supportive and enjoyable community. It all starts with you.
10. Any message for budding content creators making their name out there?
Jovynn:
Keep doing what you’re doing and consistently post! TikTok is a platform full of opportunities and you never know what doors they could open for you! Stick with your niche if you have one, & don’t be afraid to explore other niches every once in a while as well. Overall, TikTok is all about fun, so have fun doing your own content!
SonicWebs:
Do not give up and keep moving forward! We all started from the bottom. Remember Rome wasn’t not built in one day! Great things take time. Plus don’t forget to experiment more on your content to find the correct niche for yourself. In fact, take some time to acquire editing skills and videography skills to improve your videos! Last but not least, don’t forget to enjoy the journey!
What’s a Creator Marketplace?
TikTok Creator Marketplace is the official platform for brands and creators to collaborate on TikTok. It’s where marketers go to hire creators they can collaborate with and vice versa.
“Entrepreneurs and young brands can definitely leverage TikTok creators on Creator Marketplace, and work with them to create creative content that drives awareness around their brand.
“On TikTok Creator Marketplace, brands can discover over 800,000 creators across 24 countries – this makes it easy for micro-entrepreneurs to discover emerging or mid-tier creators and work with them to tap into their engaged communities on TikTok,” said Meryl Koh, APAC Content Lead, TikTok Creator Marketplace.
In addition, content creators based in Singapore, Malaysia, Philippines, Indonesia, Thailand, or Vietnam, with a minimum of 100K followers are eligible to join TikTok Creator Marketplace.
For those interested in joining the creator marketplace but do not know how the gist works, they can find more info at the Marketplace Academy for Creators.
The Marketplace Academy for Creators is designed for creators to independently learn how TikTok Creator Marketplace works, through a series of video tutorials and educational materials.
Head on to this website to learn more about the TikTok Creator Marketplace.
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