Bloom Nutrition's TikTok Strategy
Have you seen Bloom being used in videos all over your for you page? If you’ve not noticed, the product may still look familiar as Bloom has partnered with dozens of creators and influencers to organically integrate their brand and product into the creator’s content.
Since TikTok started, we have known that it’s more about the views and showing up vs whose account the content is on and how many followers you have. We rely on the for you page to feed us the content we want to watch.
What Bloom does differently is instead of the traditional approach of UGC content (having a creator create a dedicated video or relatable video to the brand) or Influencer content (paying for a dedicated video and utilizing the influencers reach) they have swapped out what usually is a lengthly breif to something simple: Create your normal content, but use the product while talking. A lot of our favorite videos to watch are of people storytelling - and for Bloom, they know who hooks us and simply pays to be “seen” in these videos - this influencer even explains it.
After working with tons of influencers and UGC creators - we know one thing - sharing guidelines regarding the brand but allowing them to still feel natural in their content and not have something scripted works best (although we still see SO many brands sharing scripts with creators - STOP). However, we like to use this approach for whitelabled content as well as ongoing influencer partnerships (or use for paid ads). When it comes to “organically” showing up with a product like Bloom’s it will be hard for a creator/influencer to keep up - and when you look at their analytics, these partner posts always do worse than the rest of their content.
Looking for a brief? Here is our template
Now, what will duplicating Bloom’s strategy on TikTok do for your brand?
Reduce Cost - Typically paying people as brand ambassadors and just asking for product to show up will be a lot cheaper than dedicated video pricing
Increase Views/Impressions - TikTok can be a numbers game, and the more videos with your product, the better
Lead to comment opportunities - Having constant posts with the product (and #BloomPartner) tagged leaves room for Bloom to comment on the posts and start conversations
Generate interest in your brand ambassador program - If everyone seems to be a Bloom partner, more people will want to join in. That is a great opportunity to launch another program to pay after video content - check out Kale Card to make that happen
With that said, I am not sure this approach works for every type of brand/company - but if you have a product that is great for daily use and has some kind of intrigue (Bloom’s being their color and mixing) this is definitely an approach to test out.