Yes, TikTok influencer marketing is very effective if your question is whether it works, however, it’s important to choose the right influencers and create relevant content that resonates with their audience, and that is something you shouldn’t forget.
TikTok is a great platform for reaching millennials and G-Z, so it’s a great choice for brands looking to sell to these demographics.
The key is to work with influencers who have genuine connections and impact on their followers and who create content that is authentic and relevant to their audience.
If you can achieve this, you can reach a large number of potential customers via TikTok influencer marketing.
This article underpins everything you should know about TikTok Influencer marketing.
Table of Contents
Who are TikTok Influencers?
In a nutshell, TikTok influencers are people who have a substantial impact on their TikTok followers.
Users of the network eagerly await their videos or live feeds and consume wholeheartedly the content they share. They almost always take the opinions of these influencers as superior.
As a result, marketers have discovered the control TikTok influencers have over online users – according to statistics, 51% of marketers are of the opinion that influencers help equip them to build a better customer base, with 70% of them planning to increase the dollars they have in their influencer budget.
One of the key reasons why marketers are drawn to TikTok and other social media influencers is because a growing percentage of users place a high level of trust in the opinions of TikTok influencers, making it very appealing and potentially highly lucrative.
TikTok does have a designated advertising platform, but users still tend to lean more toward the organic approach a good influencer tends to take.
You might find it profitable to try both alternatives to see which one delivers the better ROI or use a combination of the two strategies.
Why Businesses Should Leverage TikTok Influencer Marketing?
TikTok’s discoverability enables savvy brands to reach a number of potential customers they never would have met otherwise.
While brands are still innovating and coming up with new ways to reach customers, some brands have already been leveraging influencers to find success on the short-form video platform.
TikTok differs from many conventional marketing platforms in that followers and engagement aren’t inherently linked.
The For You Page (FYP) is almost completely algorithm-driven, which means that even small companies can reach large audiences.
With influencer marketing, that possibility is even higher. It’s not uncommon to see brands on TikTok with views in the low thousands on the majority of their content, alongside numerous posts with hundreds of thousands.
Brands are beginning to leverage this advantage and are creating TikTok influencer campaigns.
In fact, there are various different types of influencers on the app that any brand is sure to find the perfect one to collaborate with for a campaign.
You can even do a TikTok search to find the best hands to work with so you find someone in your industry and budget.
How to Find Influencers for your TikTok Marketing Campaigns
When finding influencers to partner with on TikTok, it’s important to find creators that align well with your brand image.
TikTok’s level of deep customization of content has created an opportunity for influencers to emerge in every industry, niche, and vertical you can think of.
This has huge implications for marketers, as no matter what industry you are in, there is an opportunity to develop a presence and tap into creators that resonate with your target market.
As TikTok is the fastest-growing social media platform, new influencers are emerging around the clock.
It is important for brands to keep a regular check on which creators are emerging. To find influencers, keep an eye on your ‘For You’ page to identify potential partnerships.
How Important is Content in TikTok Influencer Marketing?
Like in every kind of marketing, content is King with TikTok influencer marketing too.
It’s important to keep in mind before trying to connect with an influencer that 75% of them are only willing to work with brands that have shared values, and 80% position content quality above everything else.
Don’t choose to reach out to an influencer based on their followers or likes, watch some of their content, go through their profiles, and see what makes them truly tick.
If your brand shares values or the same passions, it’s probably a good match and they will be more inclined to respond positively.
Tips to Watch Out For When Selecting TikTok Influencers
#1. Know Your Audience
Before investing efforts and resource into finding TikTok influencers, the first step is to make sure your audience is actually spending time on the TikTok platform.
If they are, you can move a step to identify who the best influencers might be to promote your brand.
However, if your audience isn’t genuinely utilizing TikTok often, you are probably better off exploring other online platforms where your target audience is spending their time.
#2. Do an Organic Google Search
Using strategic keywords, you can smartly identify TikTok influencers in your niche. A Google search is a simple and free way to identify compatible influencers.
For example, if you run a travel agency, you can type in “top travel TikTok influencers” or “top fashion influencers on TikTok”.
Once you find a list of search results, carefully comb through to see the types of videos they make and how often they share content.
#3. Search by Location
This tip will depend upon your niche –if your growth will strive upon local audiences, you will wish to search for influencers by location.
Many consumers and influencers care about supporting small brands, so if you fit this profile and can find the right influencer, it can be a match made in heaven for your brand.
Leveraging TikTok in your local digital marketing strategy is a great way to help to gain local exposure and steadily grow your audience.
#4. Search by Follower Size
It goes without saying influencers with large followings have a high possibility of catapulting your brand`s growth. Try conducting a search by follower size to see if you can find a good match.
#5. Search by Engagement Rate
A large number of followers can be profitable, but there is something more important than the size of followership, the more important metric is engagement.
The perfect influencer will be passionate and will actively engage with their audiences.
Numbers that you should be aware of in your TikTok Influencer Marketing
The rate of an influencer depends on which tier they belong in, and influencers are divided into tiers based on the number of followers they have on their list:
#1. Nano-influencers (1,000–10,000 followers)
#2. Micro-influencers (10,000–50,000 followers)
#3. Mid-tier influencers (50,000–500,000 followers)
#4. Macro-influencers (500,000–1,000,000 followers)
#5. Mega-influencers (1,000,000+ followers)
Another important metric to consider is the level of engagement that an influencer can generate. Here are examples of the standard levels of influencer engagement on TikTok:
#1. 0-10,000 (9.38%)
#2. 10,000–100,000 (8.43%)
#3. 100,000–500,000 (7.23%)
#4. 500,000–1 million (4.88%)
#5. 1–5 million (4.99%)
#6. 5–10 million (3.35%)
#7. over 10 million (3.07%)
Benefits of TikTok Influencer Marketing
#1. Boost brand recognition speedingly
#2. Build trust by connecting with your audience through TikTok models they follow, admire, and trust already
#3. Grow the followers of your account faster-using influencers
#4. Expose your products to a highly-engaged audience
Tactics to strengthen your TikTok influencer marketing campaign
#1. Finding out what trends on TikTok
The most frequent videos on TikTok’s “For You pages” are those that are based on trends. These could be trending sounds, songs, hashtags, or challenges that everyone has been trying.
#2. Matching your company’s target demographic with the right influencer
The chances of getting your campaign out there depend heavily on user engagement. You have to get users to watch the full TikTok video, interact, and share for it to pick up and gather more engagements.
That’s where identifying your influencer’s follower demographic sets in. Which age bracket and what type of followers is your business targeting?
Find an influencer whose followers match your target customers to aid in securing a successful partnership with satisfactory results.
#3. Stuff your Ads with information and entertainment
Unfortunately, a conventional ad may not offer you the desired results. Most audiences tend to scroll away from an ad that seems to be too “salesy”.
So how do you sell your brand without selling it away?
You create an organic connection with your audience by producing informational yet entertaining content.
When you find a TikTok influencer and create a campaign with them, it shouldn’t be as simple as spotlighting your brand.
It should emphasize how your brand can benefit your audience, important information about your product, and how beneficial it is. Most importantly, it should come off naturally and blend with the rest of the content.
This will provide your content with a more organic feel that will not only resonate with the target audience but get your brand’s message smoothly across as well.
#4. Seek Ideas from your influencer
Let me be clear here: Letting your TikTok influencer have creative freedom doesn’t mean you don’t get to offer input. It’s a collaboration after all.
But no one knows their audience better than the influencer themself, this is an advantage you won’t want to skip on.
Trade ideas with them so you can build a campaign that both speaks of your brand’s mission and the influencer’s creative identity.
TikTok has continued to prove that it is here to stay, so it’s now or never for brands to get on board if they are eager to reach younger generations.
Of all of the social networks, TikTok’s distinctive culture and functionality make it the most challenging social media platform for content creation for many marketers.
That is why the brands that invest in TikTok influencer marketing have a major advantage at the moment.
It should come as no surprise, then, that TikTok is forecasted by experts to surpass YouTube to become the 3rd most popular platform after Facebook, and Instagram for influencer marketing spend.
This guide has delivered on its promise to walk you through all you need to know about TikTok influencer marketing, now it is left for you to use it as a tool to launch your brand for growth