TikTok influencers have become masters of the platform, leveraging their understanding of the app and their audiences to create engaging and entertaining content that resonates with viewers. These influencers have built a strong following from scratch, which presents an excellent opportunity for businesses to reach a wide audience. Additionally, TikTok users have shown a propensity for searching and purchasing products based on the platform's real-life and authentic reviews.
For businesses, TikTok influencer marketing holds immense potential for brand promotion and product sales. If you're convinced and eager to embark on your first TikTok influencer marketing campaign, follow these seven essential steps to set yourself up for success.
Just like any social media strategy, you need a clear direction for your TikTok influencer campaign. Determine what you want to promote, whether it's a limited-time offer (LTO), a new product launch, or establishing your brand presence on TikTok through an ongoing ambassador campaign. Understanding your promotion goals will provide a guiding light for your entire campaign.
With over 1 billion users on TikTok, it's important to narrow down your target audience to effectively work with influencers who can appeal to them. Define your audience demographic, such as Gen Z users interested in makeup or a niche community of knitting enthusiasts. TikTok offers a diverse user base, allowing you to cater your campaign to a specific group or focus on a broader audience.
While TikTok offers the potential for organic reach and exceptional engagement, setting a budget is crucial for a successful influencer marketing campaign. Even with a smaller budget, you can work with smaller creators and still achieve significant views and engagement. TikTok prioritizes content quality over the creator's following, making variability more accessible. If your budget allows for more significant partnerships, consider working with established influencers who can deliver quality content and engaged audiences.
Finding the right TikTok influencers can be done through various methods. Start by considering influencers you already follow and enjoy. Review your For You Page and the people you follow for potential partnership opportunities. Since you have a clear understanding of your promotion goals and target audience, utilize TikTok's search function to find top videos, users, sounds, and hashtags relevant to your niche. TikTok Creator Marketplace, available to brand accounts, is a valuable tool for viewing an influencer's reach, demographics, and engagement metrics.
Bonus Step: Selecting Influencers from Your List: Once you have compiled a list of potential influencers, delve deeper into their content, engagement, and level of influence. Check their average views per video, whether they consistently receive double-digit views and if their content garners positive comments. Look for influencers who have previously collaborated with brands as an indicator of their experience and ability to meet business expectations.
Before reaching out to influencers, prepare a comprehensive brief outlining the requirements and expectations for the campaign. Ensure your brief clearly covers what you want the influencers to do and any specific objectives or messages you want to portray through their content.
Once armed with your brief and a list of desired influencers, start the outreach process. Engage with influencers through direct messages or third-party tools, expressing your interest in working together. Get to know influencers' preferences, ensure their alignment with your brand values, and confirm their availability. During the approval process, discuss expectations, requirements, and pricing. Establish a contract to formalize the partnership and solidify mutual understanding.
Once your TikTok influencer campaign is live, monitor its performance closely. Analyze engagement metrics, comments, and views to gauge campaign effectiveness. Collaborate and communicate with influencers, reviewing their content and providing feedback if necessary. Continuously optimize your campaign based on the data and feedback to ensure maximum impact and return on investment for your brand.
Additionally, third-party TikTok analytics trackers are available to help you spot the latest trends.Shoplus offers a variety of features, and it is an all-in-one TikTok analytics tracker, whether you’re looking for an influencer search, to discover product opportunities, key metrics, and analysis, you can find solutions here.
TikTok presents a powerful platform for businesses to tap into the creativity and influence of its content creators. By following the seven steps outlined in this guide, you can successfully navigate the TikTok influencer marketing landscape and harness its potential to reach and engage a wide audience. With careful planning, effective partnerships, and ongoing campaign optimization, your brand can make a splash on TikTok, benefiting from the app's authenticity and the trust users place in influencers.