Lifestyle and Fashion

A Brief Overview of TikTok Influencer Marketing

TikTok has been featured in news stories numerous times, but it was particularly notable when it was the most downloaded app of 2020. The video-sharing application from Chinese tech firm ByteDance has seen exponential growth within a short period of time.

As TikTok’s popularity has grown it has also increased the number of companies using TikTok to market their products with influencers. If your company is interested in how you can incorporate TikTok into your online marketing, continue reading for more information on how to create your own strategy.

Why TikTok for influencer marketing?

TikTok is a fantastic method for marketing with influencers for many reasons. First and foremost, it is awash with users from all over the globe. That means that no matter what region and subject you’re looking to target there’s a good chance you’ll find the perfect niche on TikTok.

In the second, TikTok took video and optimized it to be mobile-friendly. We’d already witnessed the popularity of YouTube influencers, but the size and format of YouTube videos were created to be viewed on a TV or desktop mind and not mobile devices. TikTok is a short-form app that utilizes a vertical format and makes it easy to consume information on your smartphone.

Thirdly, the TikTok algorithm functions a little differently than other social networking sites. Its algorithm has been known to display a diverse range of videos, from both famous TikTokers and creators who haven’t yet accumulated an enormous number of followers. This is particularly beneficial for small-sized businesses and influencers who are just beginning their journey with the app.

Be sure that your target audience is using TikTok

Before you begin an influencer-based marketing campaign on TikTok, make sure you conduct some research to see that your target audience is actually using the platform. For instance, within the US, just under half of TikTok users are aged under 29, which makes the network a good place to connect with young people.

If, however, you’re targeting older users, this may not be the most effective way to connect with them. Statistics show that in the US only 11 percent of TikTok users are 50 or older. So do this type of legwork to verify that TikTok is the right place for your campaign.

Alongside the age brackets, you’ll need to consider the gender, location, languages, and interests of your target audience. With respect to location, for example, keep in mind that TikTok is prohibited in a handful of countries, such as India as well as Pakistan.

Learn about TikTok influencers and where to find them

So who are TikTok influencers? There’s no easy answer, since TikTok influencers are diverse. There are TikTok influencers from just about every area. However, most of the top 10 TikTok influencers of 2021 have profiles that are related to comedy, dance, and entertainment.

Charli D’Amelio is the most popular TikTok creator on the site. She has partnered with a variety of brands, including Invisalign, which she promotes here.

The sheer number of people who use TikTokers is a boon for businesses since you’re sure there’s someone that’s the perfect match for your brand. But with so many influencers on the market, it’s sometimes difficult to pinpoint that perfect match.

There are several ways to search for TikTok influencers:

  1. Make use of the Discover page of TikTok. Enter keywords that are relevant to your brand and see who’s posting content related to them.
  2. Look up your industry on Google and add “TikTok Influencers” to it.
  3. Make use of an influencer marketing platform with TikTok search and analytics capabilities.

Whatever method you choose to identify influential people, it is important to examine their profiles prior to deciding whether or not you want to join forces with them. You should ensure that they are able to perform well on metrics.

Learn about the TikTok analytics you need to evaluate

What TikTok analytics is worth paying attention to when you are looking for influencers? Let’s examine the most important metrics to look for when looking over TikTok profiles.

The number of followers is crucial in that it demonstrates the reach of an influencer and influences the price they’ll be charging for their services. In general, the more followers an influencer has, the higher their fees will be. Be aware of sudden spikes in follower numbers. If there’s no clear viral moment, this sudden growth could mean that the influencer purchased fake followers.

Engagement rate is also important when looking at influencers. The engagement rate indicates that the followers trust them and are interested in their content. It is possible to calculate engagement manually, however, it’s easier to use an influencer marketing platform, which determines it automatically.

A TikTok engagement rate for an influencer, from an influencer marketing platform.

In addition to the engagement rate and engagement rate, you should examine the average number of views per video that a TikToker receives. This can give you an idea of the number of people who see an influencer’s content and helps to predict how many views you’ll get in a campaign featuring the influencer.

It is also important to look at the video metrics of the influencer. What date did they last publish? It is obvious that you should find influencers who are still actively creating content. In addition, how often do they publish? Be aware that if the creator posts frequently, that will mean less exposure for your company on their page.

Get some ideas for the content type you want to use

You should think about the type of content you’d like to develop with influencers. Do you want them to take part in a contest? What type of content can influencers create to generate hype for your brand or to demonstrate the capabilities of your product?

Here are some instances of the types of posts that is very popular on TikTok market influencers:

  • Dances, challenges, and lip-syncs that create excitement for your brand
  • Transformations or before and afters that demonstrate what your product is able to do.
  • Questions or short interviews about your brand or product.
  • Competitions that encourage users to take part in your brand.

Find ideas, but don’t forget to ask influencers for their own ideas. They’re the experts in content creation at the end of the day and could have come up with something you weren’t thinking of. 

Whatever type you select, allow influencers’ artistic license when they create. If you micromanage their process of content creation, the users will be able to detect it, and the collaboration will be perceived as inauthentic.


Here are a few ideas to help you start developing your TikTok influencer marketing plan. Remember that influencer analysis is key, and don’t be afraid to be creative when it comes to content. TikTok is all about having fun, so the more entertaining you make your campaign, the better.

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