TikTok has been featured in news stories numerous times, but most notably when it was the most downloaded app in 2020. The video-sharing application from Chinese tech firm ByteDance has seen its growth exponentially increase within a short period of time.
With this growth, the number of brands that use TikTok to market their products with influencers has also grown. If your company is interested in incorporating TikTok into your online marketing portfolio, continue reading to learn more about the best way to design your strategy.
Why is TikTok good for influencer marketing?
TikTok is a fantastic platform for influencer marketing due to many reasons. First and foremost, there are a lot of users from all over the globe. This means that whichever region and subject you’re looking to target, there’s a good chance you’ll find the perfect niche on TikTok.
Second, TikTok took video and optimized it to be mobile-friendly. We’d already witnessed the popularity of video via YouTube influencers, but the size and format of YouTube videos were created to be viewed on a TV or desktop devices. TikTok makes videos shorter, employs vertical format, and makes it easy to consume information on your smartphone.
Thirdly, TikTok is unique in that the TikTok algorithm can be characterized to display the most diverse of videos, as well as from famous TikTokers and creators who don’t have an enormous number of followers as of yet. This is particularly beneficial for smaller businesses or influencers who are just beginning their journey with the app.
Make sure that your target audience is using TikTok
Before you start an influencer marketing campaign using TikTok, it is important to do some investigation to make sure that your target users are actually active on the site.
For instance: In the US, just under half of TikTok users are younger than 29, so the network is 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, for instance, in the US only 11 percent of TikTok users are 50 or older.
Make sure to know your buyer personas. Then check whether they are visible on TikTok. Alongside the age brackets, you’ll need to examine their gender, country, languages, and interests. Be aware that TikTok is not allowed in a handful of countries, including India and Pakistan.
Understand TikTok creators and how to locate them
So who are TikTok influencers? There’s no one answer that’s easy, as TikTok influencers are incredibly diverse. There are TikTok influencers from just about every area, however, those who are among the top 10 TikTok influencers of 2021 include profiles that are related to comedy, dance, and entertainment.
Charli D’Amelio is the most popular TikTok creator on the platform. She has partnered with a variety of brands, including Invisalign, which she promotes here.
With the sheer number of influencers on the market, it’s difficult to identify the perfect match. There are several ways to find TikTok influencers:
- Make use of the Discover page on TikTok. Enter keywords that are related to your business and the topic of your brand.
- Search on Google for your industry and then add “TikTok influencers” to it.
- Utilize an influencer marketing platform with TikTok search and analytics capabilities.
Whatever method you employ to find influencers, make sure you 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 when it comes to metrics.
Learn about the TikTok analytics you can analyze
So, which TikTok analytics is worth paying attention to when you are looking for influential users? Let’s examine the most important metrics to look for when analyzing TikTok profiles.
The number of followers matters in that it demonstrates the reach of an influencer and determines the amount they’ll charge for services. In general, the more followers an influencer has the more they’ll charge. Be aware of any sudden increase in followers number; if there’s no viral event or other logical explanation, this could mean that the influencer purchased fake followers.
Engagement rate is also crucial when it comes to analyzing influencers. A high rate of engagement indicates that followers trust an influencer’s opinion and appreciate their posts. It is possible to calculate engagement by hand, but it’s quicker to utilize an influencer marketing platform, which determines it automatically.
A TikTok engagement rate for an influencer is calculated by an influencer marketing platform.
Alongside the engagement rate, you should take a look at the average number of views per video that the TikToker receives. This will give you an idea of the number of people who view an influencer’s video and help estimate the number of views you’d receive in a marketing campaign with the influencer.
It is also important to look at the video metrics of the influencer. What date did they last publish? Naturally, you’ll want to find a person who is actively producing content. How often do they update their profile? Be aware that if a creator is posting frequently, that will mean less exposure for your company on their page.
Select your preferred content type
In the final phase of establishing your TikTok influencer marketing strategy, you should think about what kind of content you would like to develop using influencers. Here are some examples of the types of posts that are common in TikTok marketing campaigns:
- Dances, challenges and lip-syncs that generate buzz for your business.
- Transformations or before and afters that show what your product is able to do.
- Interviews or FAQs on your brand or product.
- Competitions that encourage your followers to participate in your brand.
Think of ideas, but don’t forget to ask influencers for their own ideas. They’re experts at creating content and may have come up with something you did not. No matter what content type you select, allow influencers the ability to be creative when they create. If you micromanage their creative process, followers will notice it, and the collaboration risks being perceived as inauthentic.
Here are just a few ideas to get you started on the TikTok influencer marketing plan. Always analyze influencer profiles before selecting your collaborators. Get creative with content, and don’t forget to ask influencers for their ideas when it comes to what type of videos to make for the campaign.