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TikTok Influencer Marketing:The Ultimate Guide for 2023

With the rise and development of short video platforms, influencer marketing has become a highly sought-after marketing method for businesses. It has been proven that influencer marketing meets the development needs of the current new media market and can bring positive economic momentum to the e-commerce market. It is recommended that businesses should be good at using influencer marketing to seize the short video dividend!

TikTok Influencer Marketing

What is Influencer Marketing

Influencers, also known as Key Opinion Leaders (KOL), are people who have influence in a specific field and can influence their followers. Influencer marketing is the process of businesses collaborating with KOLs to promote their products/brands on social media platforms where the KOLs have influence.

Advantages of TikTok Influencer Marketing

1. Expand advertising coverage

TikTok influencer marketing can help your products/brand reach a wider audience. By collaborating with suitable influencers, you can attract followers who may not have heard of your product or brand before.

2.Increase credibility

When influencers promote your product or brand, what they say will increase credibility. This is because their followers trust them and are more likely to believe what they say is true.

3. Increase return on investment

TikTok influencer marketing is very effective in increasing return on investment. By collaborating with suitable influencers, you can see a substantial return on investment.

4.Help avoid ad blockers

According to research, 47% of 25-34 year olds use desktop ad blockers, and 34% use mobile ad blockers. With increasing privacy concerns, more people will start using ad blockers to protect their data. These blockers usually only affect display ads, not social media ads.

However, even though your social ads are safe, there is still an issue around ad blockers: people really don't want to see ads. Most people will quickly ignore TV ads or click the "skip ad" button.

Help avoid ad blockers

Instead, they are focused on their favorite creators, who are more likely to see influential people genuinely promoting products/brands rather than watching eye-catching ads. Influencer marketing is meeting the high demand for ad formats.

5.Improve SEO ranking

Getting links to your website from other high-quality websites can tell search engines that your content is good, which can improve your SEO ranking. Therefore, if you collaborate with creator bloggers and have them link to your website in posts about you,your website may rank first in search results pages.

In addition, creator partnerships establish awareness. When people hear about your product/brand, they may search for you on Google. When they do, this increased organic traffic sends a signal to search engines that people want to see your content, which can improve your SEO ranking.

6.Provide a "halo effect"

The halo effect is when positive attributes of an individual, company, brand, or TikTok product trends  to positively influence the opinions or feelings of others in that field. When influencers have loyal followers and talk about products, brands, or services they like, their followers' positive views of the creator will transfer to anything they talk about. If you are in a competitive industry or have products/brands that people may be a bit wary of buying online, then creators and the halo effect can increase your confidence in your products/brand and inspire purchases.

7. Help develop content strategy for products/brands

Influencer marketing is about collaborating with content experts who can create content that inspires and engages followers, resonates with your product/brand, and proposes partnerships. Because influential people invest so much energy in creating beautiful, high-quality content, it can benefit you greatly.

Although TikTok influencer marketing has so many advantages, it does not mean that you can just find any influencer to promote and sell your products/brand. If you find an influencer who does not match your product/brand or is not in the same field, it will only make your marketing plan worse and even more expensive! Therefore, you need to find matching influencer creators according to the characteristics of your product/brand and the field where the influencer is located.

TikTok influencer marketing

How to Find Matching Influencers

1. Clarify marketing campaign goals

In addition to the audience, do you want to convey a specific message? Do you want to increase product/brand awareness? Is it product/brand advertising? Is it promotion? Before approaching any influential person or even starting to look for one, you need to clarify these questions and similar ones.

2. Choose influencers with high verticality

As a product/brand, you certainly have your own target audience. So an important factor to remember is that the followers of the influencers you choose have a high degree of overlap with your product/brand's target audience. Because influencers with high verticality are often more professional, their followers are more specific and clear, and the conversion rate is better. Some influencers have a large number of followers and high view counts, but their videos are too chaotic and attract followers interested in different fields. Although the number of followers of this type of influencer is large, the number of followers with potential purchasing power for your product/brand is only a small part of the overall number.

3. Find influencers from TikTok analytics tools

As a TikTok analytics tool,Shoplus can provide a TikTok influencer ranking list and analyze influencer account data to help businesses find matching influencers for product promotion. What I like most is that it allows you to choose anyone for a PK! I think the ability to directly evaluate influencer value and cooperation costs is something that many businesses will appreciate. Additionally, Shoplus can export six contact methods of influencers, including Zalo, Email, TikTok, Instagram, etc., with just one click, making it easy for businesses to contact influencers for cooperation discussions.

TikTok analytics tools

TikTok Influencer Collaboration Methods

Here are several common and widely used collaboration methods with influencers:

1. Direct payment for content exposure collaboration

This is the most common collaboration model. We provide products to influencers and discuss the type of collaboration, such as videos, live streaming, challenges, etc. Influencers use their own traffic to drive product exposure.

2. Free gifts

Products are given for free to influencers who fit the target audience. Influencers can then publish unboxing videos or experience videos to evaluate the product. This type of collaboration does not require influencers to have particularly strong sales intentions. It is widely used in cosmetics, skincare, and electronic product applications.

3. Influencer profit sharing

This type of collaboration is widely used in live streaming. Influencers directly promote product sales information, and after consumers place orders, the influencers can receive a percentage of the profits.

TikTok analytics tool

There are other methods such as influencer sponsorship and co-branding, which require a certain level of strength for independent sellers. You can choose the appropriate method. Regardless of the collaboration method chosen, it is necessary to clarify the collaboration content, price, included services, video copyright, and expected results, and form a written agreement. Discussing the content with influencers is important, and it is necessary to ensure that the advertising and influencer styles are consistent, especially for grass planting videos and label challenge videos, which should not look too sales-oriented.

In summary,there are pros and cons to TikTok influencer marketing, and you should choose according to your own needs. If a new brand wants to enter the overseas market and use influencer marketing as a starting point, it can quickly occupy the minds of users and achieve twice the result with half the effort. Then, with the help of advertising and product promotion, the brand can consolidate its reputation and gradually establish a foothold.


Kayla is a creative writer and Content Marketer at Shoplus, focusing on topics surrounding social media and digital marketing. If you can't reach her, she's probably daydreaming at the beach. Keep up with her to discover more TikTok opportunities.
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