Winning Peak Season: How to strategically maximise creator collaborations  

This is part 4 in our series on navigating peak season performance marketing, sharing expert insights and actionable strategies to help brands maximise results and stay ahead of the competition during the busiest time in retail.   

TikTok’s dynamic, fast-paced world can feel like a whirlwind for brands trying to stay relevant. The platform is all about fresh, high-energy content, so traditional ads can seem out of sync with its vibe. That’s where creators come in—they live and breathe TikTok trends, bringing real voices and creativity that pulls viewers in. Creators know how to make content that feels natural on TikTok, meaning more engagement and visibility for your brand. Here’s how to team up and make it a success: 

Align content with brand messaging 

Get creators on board with your brand message while letting them add their own flair. When creators bring their style to your message, it keeps things real, which is what TikTok users love! Think of it like this: you’re inviting creators to put their twist on trending challenges, tutorials, or fun skits—all aligned with your brand but infused with their unique voice. This approach not only makes the content feel authentic, but it also gives your brand a natural boost on a platform where heavy-handed ads often fall flat. Keep it genuine, and let creators do what they do best while keeping brand goals front and centre. 

Experiment with different content formats 

Try out a variety of content formats with different creators to see what really clicks with your audience. Don’t be afraid to test everything—challenges, tutorials, funny sketches, or even behind-the-scenes moments. Maybe your audience loves a quick hack, or maybe they’re all about a good laugh. By mixing up formats and styles, you get a sense of what resonates and keeps your brand top of mind. This flexible, experimental approach not only maximises engagement but also makes it more likely that you’ll ride the latest trends and stay relevant in TikTok’s fast-moving landscape. 

Amplify success with TikTok’s spark ads 

When a creator’s post starts gaining traction, give it a boost with TikTok’s Spark Ads. Spark Ads lets you take organic posts and turn them into sponsored content, keeping the original vibe intact. This is perfect for widening reach because it combines the credibility of a creator’s authentic post with the power of paid media. So, if a creator’s video hits a chord, Spark Ads help it go even further, tapping into a larger audience without losing that “TikTok-native” feel. It’s a smart way to amplify what’s already working, bringing more eyes—and engagement—to your brand’s best-performing content. 

Influencer ROI Efficiency (IRE) Formula 

Investing in influencer partnerships can be costly, and brands often struggle to determine if the returns justify the expense. While influencers bring engaging content and audience trust, it’s crucial to assess whether this value translates into reduced media costs and increased revenue. To evaluate the cost-effectiveness of influencer partnerships, apply the Influencer ROI Efficiency (IRE) formula. This formula helps assess whether the cost of working with an influencer is justified by the savings and additional revenue generated. Here’s how to calculate it. 

Influencer-created content tends to resonate better with audiences, leading to higher engagement. This often improves platform algorithms’ distribution of your ads, which can reduce your cost per thousand impressions (CPM) and make it cheaper to reach a broader audience. 

Expected Decrease in Media Spend: Influencer content often leads to higher engagement, which can improve platform algorithms and reduce your cost per thousand impressions (CPM). Calculate the expected savings by comparing your current CPM with the anticipated lower CPM after using influencer content. For example, if your CPM drops from £3 to £2.50, the difference is £0.50. Multiply this by your forecasted total impressions (125,000,000) to estimate savings (£62,500). 

Estimated Additional Revenue Influencer content can boost audience engagement and conversion rates. Estimate the additional revenue generated from influencer content by using past campaign data or industry benchmarks. For instance, if previous campaigns suggest an additional £150,000 in revenue, use this figure in your calculation. 

Influencer Cost Include all costs associated with the influencer partnership, such as fees, production costs, and media expenses. For this example, assume the total cost is £100,000. 

Conclusion 

Creator partnerships are the secret sauce for brands looking to stay on top in TikTok’s fast-moving world. By working with creators who know the trends, you’ll have a steady stream of content that feels real and resonates with audiences. Plus, with the Influencer ROI Efficiency formula, you’ll have the tools to ensure your investments are delivering maximum value. So, dive in, embrace the creativity, and watch your brand thrive this peak season.