What can affiliates do to cut through the noise on TikTok? Let’s TikTalk.

TikTok Head of Indirect Sales Niv Shaked and Kendago Director of Business Development Raanan Rosenbaum recently collaborated on a winning campaign that tripled its daily budget within three months — and they shared some key components at a recent Affiliate World event.

In Niv and Raanan’s experience, the “holy trinity” of success on TikTok comes down to high-quality creative, structured diversification, and strict compliance.

High-Quality Creative 💎

Creative is the bread and butter of TikTok as an entertainment platform, and there are four elements that affiliates must include in every video to maximize impact.

The first element is human behavior. Many users watch TikTok videos because they are looking for a solution to a problem — even if they aren’t yet aware that the problem exists. If you can speak to specific needs, qualified users are more likely to engage.

Second, TikTok demands authenticity. Users are extremely engaged and will recognize content that comes across as false, or worse, “cringe.”
Impactful Entertainment

The third element is format. Again, users will spot and swipe through content that doesn’t earn their attention. More importantly, however, is that a video needs to provide entertainment value. Even more than other social media channels, TikTok is a platform for watching, and your videos need to be entertaining if you hope to keep users watching.

Finally, the fourth element is to join an existing conversation. TikTok doesn’t expect contributors to reinvent the wheel with every video post. On the contrary, they want users to engage with topics that are already popular to keep eyes on screens.

TikTok’s creative solutions, which now include CapCut, an editing tool, and a creative AI suite called Symphony, are also available to all users who want to produce platform-native videos.

Structured Diversification 🕸️

Targeting multiple offers, markets, and languages with your offers helps to mitigate risks and identify new growth opportunities, but Niv and Raanan recommend a “three-to-one” rule that will keep your campaigns under control.

In practical terms, for every one offer you create, you should have three versions of that offer running in different campaigns. These offers should be broken up by language or specific geographical areas. Shaping campaigns in this way will provide stability as well as the data you need to optimize campaigns quickly.
Diversify Your Offers & Geos

Strict Compliance 👮

Compliance and success on TikTok go hand-in-hand, and not just to avoid penalties.

In order to maintain a positive brand reputation, your videos must generate user activity in the form of likes, comments, shares, and subscriptions.
Important Guidelines

TikTok users want to connect and engage with videos they like, and maintaining compliance by focusing on user safety, avoiding misleading content, and prioritizing transparency is what makes engagement possible.

Connecting the Dots 🔺

Each of these three elements are interconnected. For example, strong creative content can help you stand out and attract a wider audience, which can lead to diversification opportunities. Similarly, compliance ensures a positive brand image, which can enhance your audience’s trust and engagement, ultimately impacting your creative efforts.

Focusing on these three key areas can help you create a solid foundation for marketing — and succeeding — on TikTok.