Marketing, Social Media

How Building Product Manufacturers Can Tap Into TikTok’s Influencer Community to Drive Awareness

 July 27, 2022

By  Madelyn Young


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Did you know TikTok has over 1 billion active users and the highest engagement rate compared to any other social media platforms? 

The truth is, it’s getting very difficult to ignore the popularity and influence of TikTok. While building product brands can leverage TikTok in various areas, such as original content and paid ads, the ultimate way to leverage TikTok is by engaging with the influencer community.

Making It Personal

Word-of-mouth has always been a crucial component of marketing and the most effective promotions are usually personal recommendations from customers to their friends. The key to success now is putting a personal spin on your marketing, and that’s why influencers are so important— authentic influencers.

What Is An Influencer?

Upfluence defines an influencer as someone who can influence the thoughts, beliefs, and behavior of a specific community. In a marketing context, social media influencers can inform opinions and shopping behavior within a certain industry niche and for a specific target audience. Their influence is based on several factors including: the size of their audience; their specialist knowledge of the industry; and their engaging and authentic content.

Influencer has become an umbrella term that includes many kinds of brand partners such as content creators and brand ambassadors. 


Activating Brand Ambassadors

All brand ambassadors are influencers to some extent—but all influencers aren’t necessarily brand ambassadors.

Upfluence defines a brand ambassador as a person of influence with close ties and natural affinity with a brand due to using their products, who promotes these products or services in exchange for compensation. A brand ambassador publicly represents a brand and can be recruited as part of a network to raise the profile of a brand by sharing authentic product recommendations based on real experience.

A brand ambassador relationship entails brand popularity for your brand, while the ambassador gets free product for endorsing your products via his/her social media profile.

For many building product manufacturers, a major goal is to drive awareness among professional installers, and to educate the trades on product solutions and installation.

Consider activating brand ambassadors partnerships with tradesmen and women that are also micro influencers. Micro-influencers have a small social media audience of 5,000 – 20,000 followers. This helps them build close, authentic connections with their followers who look to them as trusted experts in their niche. 

TikTok has become a popular platform for remodeling, building, plumbing, and HVAC professionals to promote their business and crafts. This presents a unique opportunity for building product manufacturers to connect with these trade influencers’  audience.

Why Work With Brand Ambassadors?

  • Increase brand awareness among your target audience. Trade brand ambassadors partnerships allow laser-focused targeting, ensuring you promote your products to an audience that is more likely to convert. 
  • Boost conversions thanks to social proof.

Brand Ambassador Campaign Types Include:

  • Referral campaigns
  • Organic social promotion
  • Giveaway campaigns
  • Loyalty programs

Brand Ambassador Compensation Could Include:

  • VIP benefits
  • Free products
  • Event passes
  • Exclusive discounts
  • Payment

While You Can Find An Excellent Brand Ambassador on Instagram, Be Sure Your Potential Ambassador Has a Tik Tok Presence. Why?

  • Potential to go viral and reach a large audience
  • Tap into wider cultural trends
  • Create playful and entertaining content that you wouldn’t share from a brand-owned channel

The GreenHouse team is ready to work with you on your TikTok Marketing strategy. With our extensive social media experience, we can help you improve your search results for your social media pages. Contact us to learn more! 


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