What is a TikTok agency?
A TikTok agency is a company that specializes in creating and managing TikTok campaigns for brands and businesses. TikTok agencies have expertise in the TikTok platform, audience trends, and best practices for creating engaging content. They work closely with clients to develop TikTok strategies that align with broader marketing and business goals.
The core services provided by most TikTok agencies include:
- TikTok account management – Setting up and optimizing TikTok business accounts, overseeing content creation and publishing
- Content creation – Developing concepts for videos and other assets tailored to a brand’s voice and audience
- Influencer marketing – Identifying and collaborating with relevant TikTok creators
- Paid advertising – Running and optimizing TikTok ad campaigns
- Analytics and reporting – Tracking performance and insights to inform strategy
By leveraging an agency’s expertise in these areas, brands can effectively use TikTok to engage audiences, build awareness, and drive business results.
Why you may want a TikTok agency
There are several benefits to hiring a TikTok agency to manage your account rather than trying to do it all yourself:
Expertise and experience – A good agency will have expertise in creating engaging TikTok content and running successful advertising campaigns. They understand what works well on the platform.
Save time – Managing TikTok marketing takes a considerable time investment. An agency handles all of that for you, freeing up your time for other priorities.
Growth at scale – An agency has the resources to help grow your account and reach larger audiences faster than you could on your own.
Analytics and optimization – Agencies use data and analytics to continuously test and optimize your content for optimal engagement and conversions.
Creativity – Coming up with fresh, innovative ideas daily can be challenging. An agency team brings creative perspectives to keep your content from going stale.
Staying on top of updates – TikTok’s algorithm and features are constantly evolving. An agency focuses on staying up-to-date on all the changes.
Problem-solving – Agencies figure out solutions to the challenges that come up in running a TikTok presence.
Brand consistency – An agency helps ensure your content remains on-brand across videos and campaigns.
Full-service support – Agencies can provide end-to-end support including content creation, community management, influencer partnerships, ads, and more.
Types of TikTok Agencies
There are a few main types of TikTok agencies that brands can partner with:
Influencer Agencies
Influencer agencies specialize in running influencer marketing campaigns on TikTok. They have existing relationships with top TikTok creators and can help brands find the right influencers to partner with. They handle the entire campaign process from ideation to execution and reporting. Some key services offered by influencer agencies include: influencer identification, contract negotiations, campaign management, and performance analysis (Source).
Creative Agencies
Creative agencies focus on producing high-quality branded content optimized for the TikTok platform. They have in-house teams experienced in creative strategy, video production, editing, and effects for short-form vertical video. Creative agencies help brands develop branded hashtag challenges, videos, filters, lenses, and more. They also advise on best practices for engaging the TikTok audience and building a brand presence on the platform.
Full Service Agencies
Full service agencies offer end-to-end TikTok marketing solutions including creative, influencer marketing, media buying, analytics, and more. They work with brands to develop an overarching TikTok strategy and execute campaigns across multiple services. Full service agencies provide a one-stop shop for brands looking for a complete TikTok partner.
Key services offered by TikTok agencies
TikTok agencies provide a variety of services to help brands succeed on the platform. Some of the key services offered include:
Content creation: TikTok agencies have teams of content creators who can ideate, produce, and edit high-quality videos tailored for TikTok. This includes developing video concepts, writing scripts, managing shoots, editing videos, and optimizing content. Agencies use data and insights to inform content strategies.
Citing: https://partners.tiktok.com/directory
Community management: Agencies can manage a brand’s TikTok presence by responding to comments, engaging with influencers and followers, analyzing performance data, and optimizing content. This helps grow and nurture a brand’s community on TikTok.
Citing: https://truenorthsocial.com/tiktok-marketing-agency/
Influencer partnerships: Agencies have relationships with top TikTok creators and can facilitate branded collaborations. This includes identifying relevant influencers, managing negotiations, overseeing campaign execution, and measuring ROI.
Citing: https://nogood.io/2023/01/04/tiktok-marketing-agencies/
How to choose the right TikTok agency
When choosing a TikTok agency, there are a few key factors to consider:
Expertise – Look for an agency that specializes in TikTok and has expertise specifically with the platform. They should understand the latest trends, algorithms, and best practices. According to Growmojo, choose an agency that can predict and understand TikTok trends.
Pricing – TikTok agency pricing can vary greatly, so compare options to find one that fits your budget. Make sure to understand what is included in different pricing packages. According to AdParlor, agencies that work with diverse clients may offer better value.
Reviews – Look at client reviews and testimonials to evaluate an agency’s track record. You want to see a proven ability to deliver results on TikTok for businesses similar to yours. Check for reviews on the agency’s website and on independent sites.
Taking the time to thoroughly vet potential TikTok agencies can help you find the right partner to create and manage a successful TikTok presence.
Questions to ask potential TikTok agencies
When evaluating potential TikTok agencies, there are a few key questions you’ll want to ask to assess their experience, capabilities, reporting, pricing, and contract terms:
Experience:
- How long have you been running TikTok campaigns and working with brands? Look for agencies with at least 1-2 years of experience managing TikTok specifically. Source
- Can you share 2-3 case studies of successful TikTok campaigns you’ve run? Ask for details on campaign objectives, strategy, and results. Source
- What types of clients and industries have you worked with on TikTok? Seek agencies familiar with your niche.
Capabilities:
- What services do you offer specific to TikTok? Social listening? Hashtag strategy? Ad buying? Influencer marketing? Look for full end-to-end capabilities.
- How does your TikTok-specific expertise set you apart from other agencies? Seek unique strategic insights.
Reporting & Analytics:
- What campaign metrics and KPIs will you track and optimize for? Ensure they’ll report on engagement, conversions, ROI.
- How often will you share reports and optimization recommendations? Expect weekly/monthly recaps.
Pricing & Contracts:
- What is your fee structure? Get clear rates for campaign management, ad buying, influencer fees.
- Are you open to performance-based pricing models? Consider tying fees to engagement or conversions.
- What is the typical contract length and cancellation policy? Look for flexibility.
Asking the right questions upfront will help vet potential agencies and ensure you find the right fit for managing your TikTok presence.
Negotiating pricing with a TikTok agency
Negotiating the right pricing with a TikTok agency is crucial to get the most value for your ad budget. According to Singlegrain, the average monthly fee for a TikTok agency ranges from $5,000 to $50,000. You’ll also need to factor in your ad spend budget, which can start around $5,000 per month according to industry experts.
Common pricing models used by TikTok agencies include:
- Flat monthly fee – You pay a fixed monthly rate
- Commission on ad spend – The agency charges a percentage fee on your total ad budget
- Tiered packages – Packages based on number of services or features
When negotiating, focus the discussion on your goals, target audience, and campaign scale. Ask for pricing tiers and options to find the best fit. Make sure you understand exactly what is included at each pricing level. According to The Short Media, the agency’s experience level with your niche, industry, or ad objectives can impact price as well.
Signs of a bad TikTok agency
When searching for the right TikTok agency partner, it’s important to watch out for some red flags that may indicate an untrustworthy or ineffective agency. Here are some signs to be aware of:
They promise unrealistic results or guarantees – No agency can guarantee a certain number of followers or views. Beware of any agency making outlandish claims about the results they can achieve.
Lack of transparency – A good agency should be upfront about their fees, processes, and reporting. If an agency is vague about how they operate or what they will deliver, proceed with caution.
Hard sales tactics – An agency using high-pressure sales tactics, requiring large upfront payments, or locking you into long contracts may not have your best interests in mind.
No proven expertise – Vet any potential agency to ensure they have expertise specifically in TikTok marketing. Ask for case studies and client references.
Bad reviews online – Check review sites like Yelp and Google to see what other customers have said about their experiences.
Limited engagement on own accounts – An agency should have high-quality, well-engaged TikTok accounts of their own to showcase their capabilities.
Lack of reporting – Ensure the agency will provide regular analytics and reporting on the performance of your TikTok account.
Hard to reach – An agency that is non-responsive in the evaluation stage is unlikely to provide high-quality service long-term.
Relying too heavily on bots or fake engagement – While automation has a role on TikTok, an over-reliance on bots instead of real community building is not a good sign.
If you notice multiple red flags, it may be best to continue your search for an agency partner you can trust.
Managing your partnership with a TikTok agency
Once you’ve chosen a TikTok agency to partner with, it’s important to maintain clear communication and align on goals to get the most out of the relationship. Establishing consistent reporting cadences and optimizing based on performance is key.
Set up weekly or monthly calls with your agency to review latest campaign results and strategize next steps. Request detailed analytics reports that track impressions, engagements, conversions and other KPIs. Provide feedback on creative assets and recommend adjustments. Be open about what’s working well and what’s not.
Make sure you are looped into major decisions around budgeting, targeting and messaging. While you can leverage the expertise of the agency, you should still feel in control. Have them walk you through the reasoning behind campaign optimizations.
Beyond campaign management, also align on what success looks like for the partnership itself. Check in periodically to assess satisfaction levels on both sides. Foster a collaborative relationship based on transparency and mutual benefit. The more seamless the communication, the better the results are likely to be.
Sources:
https://business.tiktok.com/agency/?attr_source=tt4b_navi_agency&attr_medium=internal
https://influencermarketinghub.com/tiktok-talent-management-agency/
Alternatives to hiring a TikTok agency
While hiring a TikTok agency can help streamline your marketing strategy, there are alternatives you may want to consider before making that investment. Here are three main options:
In-house marketing team
If your company has an internal marketing team with social media experience, you may want to try managing TikTok marketing in-house first. Your team likely understands your brand voice and goals. However, they may not have the TikTok-specific expertise of an agency. Provide training opportunities to get them up to speed.
Influencers
Partnering with relevant influencers who are active on TikTok can help grow your brand organically. Look for influencers in your niche with engaged audiences and negotiate sponsored content partnerships. While you don’t control the content, influencers may offer more authenticity.
DIY TikTok marketing
With some research, you or a staffer can learn to create effective TikTok content yourself. This gives you full control, though it’s time-consuming. Use TikTok analytics to improve over time. Consider investing in advertising to expand reach. DIY TikTok marketing requires an ongoing time commitment to see results.
Weigh the pros and cons of these alternatives against hiring an agency. Your needs may change over time as your TikTok presence grows.
