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TikTok is not just for silly dancing videos anymore, it’s becoming one of the more powerful brand marketing tools out there in today’s social-media saturated landscape, and a suite of next-gen add-on solutions are helping leading brands activate the video-sharing platform’s full potential as a marketing vehicle. The definition of influence is changing, as engagement and community eclipse follower counts and likes, and consumers’ social media feeds are changing with it. Bounty is an online service that helps TikTok creators monetize brand reviews and recommendations for the products they love and use.
Designed for the everyday consumer, not just professional creators and influencers, Bounty currently works with 30 brands as of writing, including category disruptors and leaders like Jones Road Beauty, BlendJet, Olipop and Doe Lashes. How it works is that Bounty influencers first buy an eligible product from a partner brand, and once the order is delivered, the customer receives an exclusive link allowing them to accept a “Bounty” when they post a video review of the product to TikTok. The video reviews, per FTC guidelines, must be appropriately tagged as “sponsored” content. Reviewers are able to earn up to $10 per every 1,000 views their TikTok reviews receive, they keep 100% of their earnings.
These native influencers are paid for the organic views generated in the first 48 hours after posting their content. The price-per-view paid out by Bounty gradually goes down as views go up, to ensure a fair return for the creator and the brand. The better the video performs within the first two days, the more the creator gets paid; and brands pay Bounty a monthly fee which varies relative to platform usage. The old way of embarking upon an influencer engagement was to pay a public relations or marketing agency to send popular influencers free products in hopes of a resulting post or long-term relationship.. However, this approach often resulted in content that explicitly felt like a pointed advertisement. With Bounty, the “sponsored” posts by real customers come across as more genuine and organic.
For brands, like Jones Road, the advantage is that customer reviews convey an authenticity and independence that is valued by potential customers. There is a trust value with these reviews that may be missing in product reviews by traditional paid influencer partnerships. For customers, they have the opportunity to be compensated for social media reviews that they were likely making in the past for free, and would be posting online anyway. As community stakeholders and niche tastemakers, these micro and nano influencers are able to provide their community with curated recommendations specific to their interests, hobbies and style spanning verticals like fashion and beauty to personal finance and career development.
This article originally appeared in the PSFK iQ report, The Influencer Marketing Landscape.