By Kayla Kennedy
Marketers are targeting the $376 billion in spending power by directing college brand ambassadors to utilize a trendy app with a value of up to $50 billion, according to a report by the Refuel marketing agency and Fortune.
TikTok is a social media giant that reaches an estimated 37.7 monthly users in the United States, according to eMarketer. Through TikTok, students are creating dances and performing challenges for audiences across their college campuses to market band ambassadors.
“I'm always scrolling through TikTok, I love learning the dances,” said Hillsborough Community College student, Natalie Bohorquez. “Sometimes I do it without even noticing, but I tend to buy clothing or room decor my favorite users promote.”
Company Ratings of Effective Influencer Marketing Platforms 2020 (grey) vs 2021 (orange) Source: Linquina https://www.linqia.com/insights/the-state-of-influencer-marketing-2021/
Social media has always been a strong component of marketing to the most common social media users which are adults under 30, according to the Pew Research Center. Interest in TikTok influencer campaigns rose 325% since 2020, according to Linqia reports. There was a decrease from 97% to 93% of companies that ranked Instagram as an effective influencer marketing platform, yet an increase from 16% to 68% for TikTok comparing 2020 and 2021 reports.
The social media platform forged its way to the top shortly after claiming Musical.ly for $1 billion in November of 2017. Since the purchase, the creator app has increased its annual revenue from $63 million in 2017 to $1.9 billion in 2020.
Successful marketing strategies are able adjust with current trends and remain flexible. At the beginning of 2021, experts listed ‘a casual presence in social media’ and ‘the utilization of micro-influencers’ as some of the top practices for keeping a nimble strategy. As the year comes to an end, we can see how campus ambassadors using TikTok has helped both local brands and major corporations build relationships with audiences.
“My favorite part (of being an ambassador) is seeing people happy with the products I was able to promote and share,” said Zenaya Forbes who is Hampton University senior Marketing major with four ambassador positions, endorsing HerCampus Trendsetters, TikTok, Amazon, and SHEIN. “I’ve really enjoyed connecting with my campus in a unique way.”
Marketing content across social media platforms is a huge component of ambassador programs. Forbes’ weeks consist of three to five hours a week planning, creating, and sharing posts for each brand. She also enjoys hosting events and giveaways. With her commissions included, she earns about $120- $350 biweekly through her four ambassador programs. Forbes’ income can fluctuate depending on time spent on curating, time of post, and if insight results.
Hampton University’s VS PINK Campus ambassador TikTok Feed @hamptonupink
“Coming up with ideas, recording, and editing makes using the TikTok platform a bit more demanding but my interactions are usually higher making it worth it!” said Victoria’s Secret PINK campus ambassador, Domonique Hunt.
This trend is likely to make the next wave of brand ambassadors TikTok queens and kings.
As a freshman at Hampton University, Sylonna Jones witnesses her older peers taking part in ambassadorships and looks forward to committing to one soon. “I feel like my personality and TikTok skills are a double banger! Who wouldn’t want me as an ambassador?”
Becoming a college ambassador usually takes the shape of one of two forms. The first form is a paid contract; the second form is unpaid with free merchandise and perks.
Chili’s Ambassador Campaign Source: https://www.prnewswire.com/news-releases/coming-to-a-campus-near-you-chilis-launches-its-first-college-ambassador-program-301397298.html
Chilis recently launched an ambassador contest awarding 50 college students the chance to win limited edition Chilis branded apparel and a $100 Chili's gift card.
“We launched this competition to reinstate Chili's Bar as the after-game, Friday night spot,” said an unnamed Chili’s Representative when inquired.
Other Programs have a more guided system complete with timelines, budgets, and a contract. Victoria’s Secret PINK Campus Rep application process has a heavier weight on referrals from current ambassadors.
We like to think of our program as a family and always have an ear open for the insight of those already part of the family,” said Caroline Miller PINK Campus Rep Recruiter.
Once an ambassador, students are subjected to hosting events, competitions, giveaways, or challenges on campus or via social media. According to Peer to Peer Marketing, ambassador marketing is the best way to build a relationship with a target audience in an authentic, credible, and trustworthy manner.
College ambassador programs recruit students with a great on-campus and social media presence, it's not always about the follower count. Those interested in campus ambassador programs should become acclimated with TikTok and follow these tips provided by the experienced ambassadors mentioned above.
Practice Editing
TikTok has tools available for quick edits and intricate transitions. Videos can be as simple or complicated as desired, but it is important to practice editing to ensure marketing content is executed efficiently when the time comes.
“When I first started marketing on TikTok it would take me a good hour to edit a 20-second video just right,” said Sherdell Baker, SHEIN ambassador. “Now it takes less than half the time and I post more often on the platform”
Group performs a dance in the middle of the mall, gaining attention and participation from onlookers.
Photo from TikTok @rony_boyy https://www.tiktok.com/@rony_boyy/video/6941522868215827717?lang=en
Get comfortable recording anywhere.
Recording in private may be more convenient or comfortable for content creators but it limits the setting of each video to the same redundant bedroom or building. Changing up the surroundings is more attractive and eye-catching. Recording at an event or large gathering can offer unique content. “The TikToks I create outside of my room are usually more interesting because I’ll typically have different people with me and getting a crowd of onlookers involved is also fun,” said Lanece Carpenter, TikTok micro-influencer.
Filming in the natural day-to-day settings also creates a more casual nuance on social media. Chipotle has featured various TikToks within stores, even taking users behind the counter, capitalizing on the casual social media presence trend. A student recording on campus gives a similar feeling as ambassadors promote a brand or product.
Be on the lookout for new trends and sounds
TikToks with trending sounds gain more traction than those using older popular sounds.
“It’s really important to stay up to date with TikTok trends, timing is everything,” said Forbes. “Using the right challenge or sound can make or break your insight results.”
Bumble influencer, Lanece Carpenter Jr. shares a realistic look into her role as a Bumble Honey Influencer. https://www.tiktok.com/@lanecejr/video/7032707081694137606?lang=en&is_copy_url=1&is_from_webapp=v1
Be yourself!
“The number one thing I’ve learned from TikTok is that people appreciate real!” said Carpenter. Being the face behind a product or service puts an individual in the limelight, it is important to exude confidence and remain true to oneself.
“Getting paid to make TikToks for the brands I love has been a fun experience I am glad to share,” said Zenaya Forbes. “I can definitely credit my ambassadorships for crowning me a TikTok queen!”
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