5 Types of Products That Can Benefit From Collaborating with Influencers on TikTok

According to data from Datareportal, as of January 2022, TikTok had over 210 million monthly active users (MAUs) in Southeast Asia, representing an increase of 10% compared to the same period in the previous year.

Of course, without contest, Indonesia has the largest number of TikTok users in the region, with over 123 million MAUs, followed by the Philippines with over 43 million MAUs, and Thailand with over 22 million MAUs. Other countries in the region with significant numbers of TikTok users include Vietnam, Malaysia, and Singapore. So as Malaysians, we’re in the “other” category, but you get the gist, it is still a large growing social media platform, especially among younger audiences. In the past year, we have had the privilege to work with many brands on their TikTok campaigns and we have also had a lot of different types of product categories that we have had rejected because we were not fully confident in delivering satisfactory results but here are some types of products that could benefit from collaborating with influencers on TikTok:

Beauty and Fashion Products

TikTok is popular among Gen Z and Millennials, who are highly interested in beauty and fashion products. Influencers can demonstrate how to use and style products in creative ways, which can help to drive sales. Beauty and Fashion products are highly tangible products and are so easy to love on social media (Compare this to selling insurance on social media, you see!). You can immediately see the product worn or applied on a person. The benefits and effects are visible not to the influencer, but also to their viewers instantly.  

A sample content would look like this:

"10 Trending Makeup Looks to Try with “SV Cosmetics"

The influencer can create a series of short videos showcasing different makeup looks using SV Cosmetics products. They can demonstrate how to achieve each look step-by-step, with a voiceover explaining the process. This type of content is perfect for beauty brands as it showcases their products in action and demonstrates their versatility. Couple that with a trendy music, some links to buy on TikTok and et voila watch the sales come right in! 

Food and Beverage Products

Are you one of those who binge watch food review videos and end up ordering RM50 worth of mamak food for yourself at midnight? Me too! TikTok has been a great source of food and drink inspo. Foodie influencers are so much more available on TikTok than any other platform and Brands are quickly jumping into the platform too. Brands can collaborate with influencers to promote their products and showcase how they can be used in recipes or paired with different foods and drinks.

A sample content would look like this:

"5 Easy and Delicious Recipes Using SV Brand's Sauces"

The influencer can create a series of short videos showcasing different recipes that use SV Brand's sauces. They can demonstrate how to make each recipe step-by-step, with close-ups of the products being used. This type of content is perfect for food and beverage brands as it showcases their products in action and inspires viewers to try new recipes. 

P.S. A different type of food and beverage contents are restaurant and cafe reviews. These are considered to be more food lifestyle than cooking and baking influencers though they too are equally popular on TikTok. I would be careful not to use cooking and baking influencers on TikTok for restaurant review type content though it is easy to lump them together. 

Health and Wellness Products

TikTok users are also interested in health and wellness products. Influencers can create content around fitness routines, healthy eating, and mental health. Brands can collaborate with influencers to promote their products and demonstrate how they can contribute to a healthy lifestyle. You can even specialise and find dentists, nurses and aestheticians showcasing their skills on TikTok. 

A sample content would look like this: 

"My 30-day Journey with SV Health Supplements"

The influencer can create a series of short videos documenting their experience using SV Health Supplements for 30 days. They can share their thoughts, feelings, and results over the course of the month, and showcase the supplements in action. There is nothing more convincing than the results before and after. This type of content is perfect for health and wellness brands as it demonstrates the effectiveness of their products and the benefits of using them regularly. So if you’re Kinohimitsu, LNC, Blackmores, BioLife or iHerb, feel free to reach out to us! 

Technology and Gaming Products

TikTok is not just about dance challenges and lip-syncing videos. There is a growing community of gamers on the platform who are interested in technology and gaming products. This is another category that has been growing rapidly so much so that even IKEA has a range of gaming accessories since my last visit! Influencers can create content around gameplay, tech reviews, and tutorials, which can help to drive sales for these products.

A sample content would look like this: 

 "5 Must-Have Gaming Accessories for Serious Gamers"

The influencer can create a series of short videos showcasing different gaming accessories, including headphones, gaming chairs, keyboards, and mice. They can demonstrate how each accessory improves the gaming experience and showcase the products in action and if you’re really something they love, they would be happy to share about your product! 

See our case study on Logitech HERE*

*this is more of a live stream and Instagram campaign but the content style and idea can be repurposed to TikTok as well.

Home and Decor Products

I have wished so hard that Pinterest would take off in Malaysia but sadly it never did. 🙁

So sadly, TikTok has become a hub for home and decor content. Just kidding! Of course TikTok is the perfect place for DIY content and when I was renovating my house during the pandemic (because there’s nothing else to do really), I got so many tips and tricks from it! 

A sample content would look like this: 

"Transform Your Living Room with These Easy DIY Projects"

The influencer can create a series of short videos showcasing different DIY home decor projects that viewers can try at home. They can demonstrate how to make each project step-by-step, with close-ups of the products being used. This type of content is perfect for home and decor brands as it inspires viewers to try new projects and showcases the versatility of their products. 

The very most annoying thing about DIY is that when you see a DIY video from the US, half the ingredients are unavailable in Malaysia! Fret not! I recommend everyone to follow a friend of mine, Ang Guo Yi on TikTok. He is a hardware shop owner (ATKC Hardward in Banting) who has so much experience with all the different tools and products you should absolutely follow him. 

Overall, TikTok is a platform that is highly focused on creative and engaging content, which makes it ideal for promoting products that can be showcased visually and in an entertaining way.

Written by Yuhwen Foong and her AI friend.