Jan 31, 2024
1 MIN READ
The world of digital marketing is fast-paced, hurrying marketers like you to stay ahead of the race for brand success. TikTok, a video platform with over 1 billion monthly active users, has emerged as a game-changing platform for influencer marketing.
Being a marketer yourself, you might be excited about employing the power of TikTok to elevate your brand to better heights.
With a better understanding of the strategies of TikTok Influencer marketing, you can get the best out of this platform that attracts the attention of Gen Z and Millennials.
So, let’s delve deep into TikTok influencer marketing, exploring what it is, why it's essential, and how you can harness its power for better marketing strategies.
Understanding TikTok as a Platform
TikTok is not just another social media platform; it showcases a unique blend of creativity, authenticity, and entertainment. It is also hailed as a 'cultural phenomenon' since it represents a cultural shift in content consumption and creation.
TikTok’s "For You Page" algorithm provides a constant stream of content tailored to each user's preferences. The section makes the app a breeding ground for viral sensations.
A user's average time on TikTok is estimated to be 95 minutes daily. Moreover, an average TikTok user opens the app at least nine times daily.
The best part of TikTok is its exceptional simplicity. It enables users to create short and engaging videos set to music. Moreover, its user-friendly interface makes content creation accessible to everyone.
With sensational trends, challenges, and duets, TikTok encourages users to engage and collaborate.
Understanding the dynamics of TikTok is crucial before you dive into influencer marketing on the platform.
What is TikTok Influencer Marketing?
TikTok influencer marketing is an efficient method for marketing your brands through TikTok influencers. Influencer marketing on this platform is a growing marketing strategy that works wonders when building brand trust and identity.
Influencer marketing using TikTok involves a strategic approach that helps you showcase any brand to wider audiences. With their charismatic personalities and creative prowess, influencers can seamlessly integrate your products into their videos.
With this marketing strategy, you can reach a massive and highly engaged audience of the influencer. At the same time, you maintain the authenticity of your brand.
The sole focus of traditional advertising is selling a product or service. However, through TikTok influencer marketing, you sell your service and build a genuine connection with your target demographic.
Benefits of TikTok Influencer Marketing
Let’s explore the platform's key benefits for brands of all sizes.
TikTok is an ideal platform to widen the visibility of your brand’s marketing campaigns. The app's ‘For You Page’ algorithm exhibits your content to a vast audience, increasing brand visibility.
TikTok is a platform that boasts high user engagement rates. This higher engagement rate makes TikTok an ideal platform for building trust and loyalty for different brands.
The TikTok influencers ensure their content resonates personally with viewers. It benefits marketers as it fosters a sense of authenticity among target demographics.
The user base of TikTok expands across various demographics. So, brands can find and reach out to various potential customers through their TikTok campaigns.
TikTok ensures its creators enjoy creative freedom. So, the platform enables marketers to experiment with different content styles in their campaigns.
Influencer marketing on TikTok can be a cost-effective option to showcase your products to your target audience.
You can track your TikTok campaigns and measure their impact. The platform offers analytics tools for marketers to track their campaigns on TikTok.
Finding the Right TikTok Influencers
Identifying the ideal influencer is the initial and most crucial step of any influencer marketing campaign. These expert strategies can give you a hand in identifying the influencers whose values align with your brand.
Define Your Goals
To find the right TikTok influencers for your campaign, you should know its objectives and goals. So, start by quoting the objective of the particular campaign.
For instance, determine whether you intend to launch a product, drive sales, or improve brand awareness through TikTok influencer marketing.
Understand Your Audience
For each campaign, the target audience is unique. Therefore, it is necessary to understand your target audience's preferences, needs, and demographics.
Before moving on with TikTok influencer marketing, ensure your target audience uses the platform. Only then will promoting your product on the platform make sense.
According to Social Shepherd’s post, TikTok is more popular with the younger generations. 36.2% of the active TikTok users in the US are aged 18-34. So, it is the right platform for brands with similar audience age requirements.
Determine Your Niche
TikTok niches imply a group of users with similar interests. To choose your niche, you should understand the target audience for your campaign.
It is a practical step towards identifying the right influencers to market your product. Knowing your niche can help you find the ideal influencer with your target audience.
Popular niches on TikTok are dance, parenting, fashion, cooking, and beauty. For instance, if you are a skincare brand, the right niche for your product would be beauty.
Choosing an influencer with a large number of followers alone can be a grave mistake. Why? Because these followers, though great in number, might not fall under your target audience. Therefore, it is essential to choose an influencer whose followers align with the target audience.
For instance, consider that you own a company that sells educational toys for toddlers. Marketing your product through an influencer with a high engagement rate of teenagers or adults interested in beauty and fashion won’t work for you. You can instead partner with parenting influencers whose content resonates with parents and caregivers.
When picking an influencer, it's not just about how many followers they have. What matters is how active their audience is. This means looking closely at the likes, comments, and shares their posts get. a.k.a. engagement.
Choosing an influencer with strong engagement is key to making your influencer marketing campaign successful. It's not just about the numbers but how much their audience interacts with their content.
But be careful – this engagement must be positive. Some influencers might have a high engagement, but the conversation in the comments might be negative. They might have some 'anti-fans' who scrutinize the content and criticize the creators.
People might get a bad impression of your product if the influencer promotes it and others leave unnecessary negative comments.
So, make sure the influencer you choose has a positive impact on their viewers. This will help your product get a good reception and maintain your brand's trust.
After short-listing relevant influencers, it is necessary to review their content's quantity, style, and consistency. It will help you further narrow your research to influencers whose content aligns with the image and values of your brand.
Similar to other social media platforms, TikTok breeds fake influencers. These fake influencers can skew your campaign's results.
Fake influencers are individuals who artificially inflate their social media following and engagement. This is often done through purchasing followers or using bots.
So, verify the authenticity of the influencer’s followers and engagement with utmost care. By partnering with fake influencers, you might find attaining your campaign's objectives impossible.
Moreover, these campaigns can tarnish your brand’s reputation.
Use Influencer Marketing Platforms
Influencer marketing platforms like impulze.ai can help you solve all your TikTok marketing difficulties. Its interface integrates specially designed tools to identify suitable influencers for your campaign.
You can browse and find the ideal influencer from its vast database of over 250 million global influencers. With separate sections for audience analytics and fraud detection, choosing the right influencer becomes ever-so-simple with impulze.ai.
On top of that, impulze.ai gives its users live and shareable reports of the campaign’s real-time insights. Also, you can customize this report to track the campaign's impact on your target audiences.
Collaborating with TikTok Influencers
Effective collaboration with influencers is as important as identifying them. The influencer marketing campaigns are beneficial to both the brand and the influencer. Still, marketers should know how to approach influencers to establish a mutually beneficial partnership.
The personal outreach messages for influencers should depict your interest in their content and values. Moreover, ensure you convey the campaign’s objectives and expectations from the influencer.
Marketers should negotiate the terms and compensation models with the influencers. The terms and compensation should align with your campaign’s budget and goals. The compensation can vary from flat fees to product partnerships or affiliate commissions.
Collaborating closely with influencers on content creation is ideal. Make sure that you give them clear guidelines for creating content. At the same time, give them creative freedom to generate content that resonates with their audience.
Understanding the legal aspects of influencer marketing, including disclosure requirements and content ownership, is essential. It is ideal to consult with legal experts whenever necessary to ensure compliance.
Long-term relationships with influencers can be beneficial. When an influencer endorses your brand for a long time, it can help you build brand loyalty and trust among followers.
Measuring TikTok Influencer Marketing ROI
The pivotal factor for evaluating the success of TikTok marketing is measuring the return on investment (ROI). ROI of a campaign is also essential to optimize future strategies and campaigns.
You can measure and analyze the influencer marketing ROI with these:
Key Performance Indicators (KPIs):
The KPIs to track for TikTok marketing campaigns include click-through rates, conversion rates, engagement rates, and revenue generated.
With proper data analysis, you can determine what worked and what didn’t. To analyze data on campaign performance, you can use TikTok’s analytics tool and third-party tracking solutions.
Compare the total costs of the campaign to the revenue generated to calculate the ROI. By calculating the ROI, you get to understand the campaign's effectiveness.
Create attribution models to understand how the TikTok marketing campaign contributes to the customer journey at different stages.
Conduct A/B testing to help optimize various aspects of your campaign. For instance, it can help you optimize content, message influencers, and select them.
With the available performance data, you can refine your marketing strategies continuously. To enhance ROI, marketers can experiment with different TikTok influencer marketing approaches.
TikTok Influencer Marketing Trends
You should stay ahead of the curve to market your brand effectively through TikTok. Here, let’s explore the latest trends and innovations in TikTok influencer marketing:
With the surging popularity of live streaming on TikTok, brands can now fruitfully interact with their potential customers in real-time.
Augmented Reality (AR) Filters:
Influencers can use creative tools on TikTok to enhance their content and create unique brand experiences.
Sustainability and Social Responsibility:
It is evident that influencers who align with sustainability and social responsibility are gaining traction. It reflects a growing consumer preference for conscious brands.
As a marketer, creating interactive challenges and hashtags on TikTok for user participation and engagement is a thriving strategy to adopt.
Micro-influencers are influencers with smaller but highly engaged audiences. Choosing micro-influencers for TikTok campaigns offers a more niche approach to influencer marketing.
Here are some micro-influencer platforms you can use to find the ideal micro-influencers for your campaign.
The dominance of vertical video content on TikTok continues to grow, aligning with mobile-first consumption habits.
TikTok influencer marketing is more than just a trend. It is a rewarding marketing strategy for growing businesses. Even though Instagram is the leading influencer marketing platform, numbers show that TikTok might surpass Instagram in the upcoming years.
So, blooming brands should start marketing their products on both these platforms to attract potential customers and build trust. However, adequate knowledge of influencer marketing is essential to develop a working strategy.
However, one of the key challenges every marketer faces is finding the right influencers for their campaign. This is where influencer analytics tools like impulze.ai come into play.
It’s a user-friendly platform and the ultimate tool for influencer marketing assistance. It has a colossal collection of TikTok, Instagram, and YouTube influencer profiles.
You can add suitable filters to curate the list of influencers and find the right one cut out for your brand’s objectives. Compare similar influencer profiles, considering their audience characteristics and engagement rates with impulze.ai.