How can a brand stand out in the digital crowd and build genuine connections?
This is a question many of our clients ask us and a significant aspect of understanding what drives brand trust and how to build brand trust on social media platforms like TikTok is understanding a marketing and psychological concept of social proof.
Social proof operates on the idea that people are influenced by others’ actions, making it a powerful tool for brands on social platforms like TikTok. How can brands leverage social proof?
The answer lies in utilising user-generated content, social proof and testimonials.
UGC alone offers a candid look at a brand through the eyes of its consumers and TikTok offers brands a unique space to employ these tools, nurturing authentic connections and trust with their audience in a creative and engaging environment.
How to Build Brand Trust on TikTok
Social proof, a psychological and marketing concept, is rooted in the idea that individuals, when confronted with decisions, often look to the actions and approvals of others to guide their own actions. The dynamics of social proof are amplified on social platforms, where interactions are visible and quantifiable.
On TikTok, social proof unfolds through various digital interactions including likes, shares, comments, and follows. These digital nods of approval act as modern-day word-of-mouth endorsements, playing a crucial role in shaping public perception. Each like or share on a brand’s TikTok post is a vote of confidence, an echo of endorsement that reverberates through the digital community.
Understanding and harnessing social proof is essential for brands aiming to carve a niche and build trust on TikTok. By engaging in strategic practices that organically cultivate social proof, brands can authentically resonate with their audience. The ripple effect of this authenticity is a loyal community and enhanced brand credibility.
By learning how to leverage social proof into your TikTok campaigns, you can foster a genuine connection with your audience, laying down the foundation for a lasting digital presence filled with trust and authenticity.
Types of Social Proof Relevant to TikTok
- User Interactions: Likes, comments, shares, and follows act as immediate social proof.
- Testimonials: Users sharing positive experiences with a brand or product.
- Influencer Endorsements: Influencers’ approval can significantly impact their followers’ perceptions.
10+ Proven Strategies to Build Brand Trust on TikTok
Building a credible brand image on TikTok goes beyond just creating engaging content. It’s about understanding what brand trust is and executing strategies to foster it. In our journey of successfully running TikTok campaigns for brands in almost every niche, we’ve honed a set of strategies that fortify brand trust and cultivate authenticity.
These strategies, tried and tested in the lively and dynamic ecosystem of TikTok, not only resonate with the platform’s unique audience but also significantly contribute to building a credible brand image.
Here’s a closer look at these strategies that we often employ in our campaigns to foster trust and authentic connections on TikTok:
1. Showcase Real Customer Testimonials
We recommend dedicating a series of TikTok videos to showcasing customer testimonials.
Incorporate testimonials on your TikTok profile or within your video content to depict real-life satisfaction from your customers. Real experiences and satisfaction shared in a video format can be compelling and relatable to potential customers.
2. Promote Authentic Product Reviews
Encourage happy customers to share authentic reviews of your products on TikTok. You could provide a branded hashtag to streamline all reviews for easy access. Share video reviews of your products by real users, showcasing their authentic reactions and experiences.
3. Curate and Share User-Generated Content
Create campaigns or challenges encouraging users to create content around your products. Reposting user-generated content shows appreciation and builds community. Encourage and share content created by your audience using your products, creating a community of brand advocates.
4. Collaborate with Influencers or Celebrities
Partner with influencers or celebrities whose followers align with your target audience. Ensure that these collaborations come across as genuine and not overly promotional. Partner with TikTok influencers whose followers align with your target demographic to provide authentic endorsements of your products.
5. Display Key User Statistics
Share statistics regarding how many people have benefited from your products or services in a visual and engaging way on TikTok. Share user stats and volume data creatively in your videos during key moments in the user’s journey to build credibility.
6. Engage in Email Marketing with Shout-Outs
Although not directly on TikTok, integrating shout-outs in your email marketing, especially to those who have engaged with you on TikTok, creates a sense of acknowledgement and community. Recognize and appreciate your TikTok followers in your email marketing campaigns, creating a cross-platform community.
7. Leverage Other Social Platforms
Cross-promote your TikTok content on other platforms and show interactions, especially where friends and family have engaged with your brand. Utilise TikTok to show real-time conversions or shoutouts when someone makes a purchase, bringing the conversion journey to life.
8. Integrate Social Proof in Your Ad Copy
When running ads on TikTok, include real testimonials or endorsements within the ad copy to add a layer of credibility. Use actual user testimonials or reviews in your TikTok ad copy to enhance credibility. Translate positive ratings into creative visual content on TikTok, making it easier for the audience to perceive value.
9. Showcase Certifications or Endorsements
If your product or service has been certified or endorsed by reputable entities, showcase these achievements in your TikTok profile or within your content. Show any industry certifications or endorsements your brand has received in your TikTok bio or video content.
10. Display Industry Awards and Recognitions
Create content around any industry awards or recognitions your brand has received to build credibility. Showcase any awards or recognitions your brand has received within your TikTok content, establishing industry credibility.
11. Feature Well-Known Brands That Trust Your Product
If well-known brands are your clients or partners, create content that highlights these partnerships. Display logos or mentions of well-known clients who have used your products/services in your TikTok videos.
12. Showcase Your Follower Count
Celebrate follower milestones and thank your community for their support, showing that many others trust your brand. Celebrate follower milestones on TikTok, showing the growing community around your brand.
Each of these strategies can be tailored to align with your brand’s unique voice and objectives, ensuring a genuine connection with your audience on TikTok.
Ready to Take Your TikTok Strategy to the Next Level?
Examples of Brands Successfully Utilising Social Proof on TikTok
Dunkin’ leveraged influencer marketing by collaborating with TikTok megastar Charli D’Amelio. They introduced new menu items and created several videos together, which led to a 57% increase in app downloads and a 20% sales boost for all cold brew coffees. The partnership demonstrated the power of influencer marketing in building social proof on TikTok.
Dunkin’s use of Influencer Marketing
Brands can take a leaf out of Dunkin’s book by engaging with influencers who resonate with their target audience. It’s not always about the follower count but the relevance and engagement an influencer can bring to the table. Micro-influencers, with a smaller but more engaged audience, could be a cost-effective and impactful choice.
Chipotle has embraced UGC by reposting videos from real people who are already creating TikToks about their brand. They mix user-generated content with their original content to stay on top of trends and showcase the brand personality to viewers. By doing so, they create a more genuine and engaging brand experience on TikTok.
Chipotle and User-Generated Content
Chipotle’s strategy of embracing UGC showcases the power of community engagement. Brands should encourage their audience to create and share content and reciprocate by featuring user-generated content on their platform. This creates a two-way dialogue, builds trust, and humanises the brand.
Gymshark utilised TikTok to launch its 66 Day Challenge in 2019, creating unique content that appealed to TikTok’s user base. They crafted content in line with TikTok’s algorithm preferences, like impressive fitness feats and challenges. This strategy helps in building a community and promoting user engagement on the platform.
Gymshark’s Use of Community Building
The 66 Day Challenge by Gymshark demonstrates the effectiveness of creating unique, challenge-based content that resonates with the TikTok community. Brands could create their own challenges or campaigns that encourage user participation and engagement, fostering a sense of community and brand loyalty.
For an in-depth exploration of Gymshark’s innovative approach to TikTok, check out our comprehensive case study.
Netflix often shares clips of upcoming projects or montages of fans’ favourite moments from a series, creating buzz for its shows and films. They also engage in more creative video ideas to promote their content, like a video called “5 Things I Got My Co-Star to Do in Vietnam” to promote one of their rom-coms. This showcases a unique and creative way to utilise TikTok for brand promotion.
Netflix’s and Creative Promotion
Netflix’s creative promotional strategies on TikTok underline the importance of thinking outside the traditional advertising box. Brands should consider crafting narrative-driven, engaging content that showcases their products or services in a relatable, entertaining manner.
@fentybeauty Rock a red lip like Rih ❤️ @Priscillaono is revealing the secret to gettin’ a juicy red lip like @Rihanna 💋 The trick? It’s all about layering that perfect pair for the most plush + pigmented pout 👉🏽 1️⃣ Get those lips on luscious with @FENTY SKIN’s #PLUSHPUDDIN ☁️ 2️⃣ Swipe on #ICONVELVET Liquid Lipstick in ‘The MVP’ 🏆 for the most iconic #redlip that suits every skintone! 3️⃣Finish off that #FENTYFACE with #INVISIMATTE Setting + Blotting Powder to stay slaying AWL day 🤍 Stay tuned for more tips + tricks from today’s #FentyBeautyExperience ♬ original sound – Fenty Beauty
Fenty Beauty is known for its tutorial-based videos on TikTok where they show makeup tutorials, wear-tests, and product launches. These tutorials provide value and engage users, hence promoting user engagement and social proof.
Fenty Beauty Leveraged Tutorial-Based Content
Tutorial-based content like that of Fenty Beauty provides value and educates the audience while showcasing the products in action. Brands should explore creating tutorials or how-to videos related to their products, offering both value and a platform for users to interact and learn.
The NBA lightens up its branding on TikTok by sharing funny videos making its athletes look more relatable. Making the brand feel more personal can have a significant effect on TikTok, as viewers might associate positive emotions with the brand.
NBA and Personalised Branding
NBA’s humorous and relatable content on TikTok brings a human touch to the brand. Brands should consider showcasing a lighter, more personable side on TikTok to connect with the audience on a more personal level.”
These examples illustrate various approaches to leveraging social proof and UGC on TikTok. They highlight the importance of creativity, authenticity, and user engagement in building a brand presence on the platform.
At House of Marketers, we create TikTok strategies that not only follow trends but set them. We use social proof, user content, and influencer partnerships to boost your brand.
Ready to stand out and connect with your audience on TikTok? Let’s make a strategy that showcases your brand’s uniqueness.
House of Marketers’ Trust-Building TikTok Strategy
Having a well-thought-out strategy is crucial for understanding what drives brand trust and how to build brand trust on social media platforms like TikTok.
Here’s a step-by-step guide on integrating Social Proof and UGC in TikTok marketing:
Understand Your Audience
- Identify your target audience and understand their preferences, behaviours, and the type of content they engage with on TikTok.
Create a Content Calendar
- Plan your content ahead of time, including UGC campaigns, influencer collaborations, and posts that leverage social proof.
Encourage User-Generated Content
- Create campaigns or hashtag challenges that encourage your audience to create and share content related to your brand.
Collaborate with Influencers
- Partner with influencers who resonate with your brand and have a following that aligns with your target audience.
Engage with Your Community
- Respond to comments, repost user-generated content, and engage with your audience to build a sense of community.
Measure and Analyse
- Utilise TikTok’s analytics to measure the effectiveness of your campaigns, track engagement metrics, and understand the impact on brand trust and authenticity.
Optimise Your Strategy
Based on the analysis, optimise your strategy to improve engagement, boost social proof, and foster authentic connections.
Measurement and Analysis of Impact on Brand Trust and Authenticity
- Engagement Rates: Track likes, comments, shares, and follows to gauge the level of engagement and social proof.
- UGC Participation: Measure the number of user-generated posts, hashtag usage, and engagement with UGC campaigns.
- Influencer Performance: Analyse the performance of influencer collaborations, including reach, engagement, and conversion metrics.
- TikTok Analytics: Utilise the native analytics tool to track key metrics and understand audience behaviour.
- Third-Party Analytics Tools: Explore third-party tools that provide deeper insights into campaign performance and ROI.
Building authentic connections is essential for brands aiming for resonance and longevity. By leveraging Social Proof and User-Generated Content (UGC), you unlock the community-centric potential of TikTok, establishing a genuine rapport with your audience.
Authenticity is the currency of trust. A well-crafted strategy, genuine engagement, and valuing user-generated content are the pillars of enduring trust and authenticity on TikTok.
Ready to Take the Next Step with House of Marketers?
Don’t let the digital crowd drown out your brand’s unique voice. Contact House of Marketers today to collaborate with our team. We help you amplify your brand’s authenticity and engagement on TikTok.
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.