You want to find TikTok influencers for your brand? Given TikTok’s recent popularity, it’s a great idea to move your influencer marketing strategy into that arena. Moreover, TikTok can be an especially great way to connect with younger people.
But, how can you start up your influencer campaign with TikTok? Let’s go over the steps so that you don’t have any doubts.
Step 1: Define and plan your campaign.
The first step is to map out your campaign. First, set a goal. You should think about the benefits of collaborating with influencers, and which you want to achieve.
Influencer marketing campaigns often have the following goals:
- Brand awareness
- Increased sales
- Content creation
- New followers
Second, define your target audience. This is the perfect time to conduct market research, if you haven’t already done so. Think about your target audience’s demographics like age, gender, language, location and interests. Check that TikTok is actually connecting you to your target. If it does not, you should consider switching networks.
Next, describe the practical aspects of the campaign such as the timeline and budget. How much can you spend on influencer incentives? This will directly impact which influencers you can afford to work with.
Step 2: Choose which content type you would like to use
TikTok focuses on video content, and influencers are great partners in creating that. Decide what type of collaboration you’d like to do, content-wise. These are some examples:
- Giveaways – Partner with an influencer and raffle off products for your followers
- Takeovers – Let influencers post directly from the channel of your brand for a set period
- Unboxing – Send influencers your products, and they will film their reactions as they open it.
- Tutorials – Ask influencers to demonstrate how your product works (remember TikTok videos can only last 3 minutes).
- Educational content – Get influential people to speak on sensitive or historic topics that you want to discuss as a brand
- Lives – Influencers are available to answer questions and take part in behind the scenes of events.
Your campaign content’s success will depend in large part on the reaction of the influencer to your products. In unboxings, for example, you want the influencers to be enthusiastic about opening your product. Or, you want the influencer’s natural reaction when they see your brand on a live stream to be enthusiastic.
Therefore, it is important to find the right influencer to represent your brand. Which moves us on to step 3.
Step 3: Look for TikTok users who are the right fit for your brand
Knowing where to look is key to finding influencers. Although there are many methods to find influencers online, we recommend an influencer-marketing platform. This software is more affordable than hiring an agency but it’s also more efficient than searching TikTok directly.
The influencer tiers
Your budget directly affects your influencer discovery. Although influencer prices increase with followers, engagement rates and other factors can also affect them.
Understanding the different tiers and roles of influencers is important:
- Nano influencers, 1-5K followers
- Micro influencers, 5-50K followers
- Medium influencers, 50-100K followers
- Macro influencers, 100K-1M followers
- Mega influencers, 1M+ followers
- Key opinion leaders, No specific follower threshold
The last tier has a slightly different structure. A KOL is a lot like a super influencer. Although they are frequently active on social media, many of them also have other platforms such as television or newspapers through which they can express their opinions. Thus, they don’t have any defined follower range on social media.
KOLs are more frequent in those industries that require specific credentials such as healthcare, finance, or business. Although they can have huge effects on your brand, it can be difficult to get in touch and work with them.
Micro or nano influencers are a good option if you have limited funds. They are typically the cheapest option and often have the highest engagement rates. They are trusted by their followers and have a high level of interest in their content.
How to analyze performance-driven measures
Marketers still have to worry about fraud from influencers. To avoid this, you should analyze the profiles of all potential collaborators.
These signs could be indicators of influencer-fraud:
- Uneven, spikey audience growth could indicate bought followers
- Very low engagement means that the audience is not interested and/or fake
- Very high engagement could be a sign that an influencer bought fake engagements like fake likes or fake comments
How to tell if an influencer aligns with your brand
Beyond analyzing the influencer’s performance, it is important to check that their content and personality align with your brand. Followers should not guess at the relationship between your brand’s influencer and your brand. You want the collaboration to feel real.
Think about questions like:
- Does their content match what I do?
- Do they meet my standards for quality?
- Do they complement my brand’s aesthetics and style?
- Do they live up to the values my brand advocates?
- Do I consider their voice to be capable of spreading the brand’s message?
Feeling genuine is key to successful influencer collaborations. TikTok is home to millions of influencers, so you should put in the extra work to find those that are most compatible with your brand.
Step 4 – Reach out to negotiate
If you’ve found influencers who are aligned with your brand and have strong performance, contact them to inquire about collaborating. Email influencers if you have their email address. If you don’t have this information, you can message them via TikTok.
Once you have made contact, discuss the possibility of working together if the influencer is open to it. Discuss how much money you’re willing to pay an influencer, as well as the type and amount of content they’ll produce in return.
Review any publication guidelines for the campaign. You may want the influencer to use certain hashtags in their content. You might also want them to emphasize specific aspects of your product. And of course, don’t forget about establishing publication deadlines.
Lastly, decide if you will need a contract. If you are paying influencers for free products, a contract is not required (unless the product is extremely valuable). However, you will need a contract when paying influencers with money. You can modify an influencer contract template to suit your needs.
TikTok’s influencer marketing campaign requires careful planning before you start looking for influencers. It takes a lot of work to discover influencers. However, once you understand what to look for and what to do when you find them, it’s easier to create a successful collaboration.