You may have heard about influencers on more established platforms like Instagram and YouTube, but what about TikTok? While it’s true that working with influencers on this booming platform could be extremely beneficial to your business, getting started is easier said than done.
Here’s all you need to know to start effectively working with influencers on TikTok:
What Is TikTok, How Does It Work, Who Uses It?
TikTok is a social media platform that has experienced incredible growth over the past year, due in part to the COVID-19 pandemic and subsequent quarantine. In fact, it earned the title of the most popular app in the world based on downloads in 2020 with more than 850 million. Additionally, it was the second-most popular iPhone app downloaded in 2020.
How Does TikTok Work?
TikTok involves posting short videos — less than one minute in length — with different sounds and effects. Relevant videos are then added to a user’s “For You Page” based on their previous likes, comments, and follows.
Like other social media platforms, TikTok utilizes hashtags to group and organize content. The most popular categories on the app include entertainment, dance, pranks, fitness, beauty, fashion, and pets.
Who Uses TikTok?
In terms of who uses TikTok — look no further than Generation Z and Millennials. 69% of American teenagers are regular TikTok users, and 29% of them consider TikTok their favorite social media platform — beating out Instagram, Twitter, and Facebook.
Additionally, 48% of American adults between the ages of 18 and 29 use TikTok. The exact age breakdown of TikTok users in the United States is as follows: 25% between the ages of 10 and 19; 22.4% between the ages of 20 and 29; 21.7% between the ages of 30 and 39; 20.3% between the ages of 40 and 49; and 11% above 50.
What Is a TikTok Influencer?
A TikTok influencer is someone with a large following on this social media platform. TikTok influencers are admired and trusted by their followers. There’s no single formula for becoming popular on TikTok.
Instead, it takes a seemingly random combination of talent and luck. Today’s biggest TikTok influencers are Charli D’Amelio, Addison Rae, Pella Poarch, Loren Gray, and Dixie D’Amelio.
Why Should You Work With Influencers on TikTok?
Understandably, you may be skeptical about investing in influencer marketing — especially on a newer platform like TikTok. However, this form of marketing has become extremely lucrative in recent years, and it’s a key component of keeping up with the times and keeping up with the competition. Here are some specific reasons why you should work with influencers on TikTok:
- The estimated revenue from the application in the United States alone for the year 2020 was $500 million.
- 74% of brands had no plans to market on TikTok. As a result, you can crush the competition by taking advantage of this platform.
- TikTok ranks as the second-biggest app in terms of consumer spending — behind only Tinder.
How to Get Started With Influencers on TikTok
If you want to work with influencers on TikTok, then you need to take a calculated and strategic approach to ensure that you establish the right partnerships that will be beneficial to your brand.
Here are the five steps you need to follow to work with influencers on TikTok effectively:
1. Identify Your Niche
This could be related to both your overall brand and the product that you’re looking to promote. You also need to think about your audience when identifying your niche.
For example, are you trying to reach younger Generation Z with a new line of fun and colorful makeup products? Or are you trying to reach older Millennials with a mature and sophisticated line of loungewear?
2. Identify Beneficial Partners
After identifying your niche, you should next identify potential influencer partners. Start by considering which influencers have authority within your niche. If you’re having trouble identifying beneficial partners, consider who your target audience actually follows on the platform.
The main reason for partnering with influencers is to tap into their already large following — so make sure that your target audience is following the influencers you’re considering.
3. Reach Out and Establish a Partnership
Once you have identified potential influencers, you need to reach out to them about a potential partnership. Even though influencers are individuals rather than businesses, you still need to make sure that your interactions are positive and professional. Make sure to come across as interested and informed by talking about their accomplishments and what makes them unique. It also helps to have a verified profile to boost your credibility.
Furthermore, the right pitch won’t just talk about how they can help you, but also how you can help them — make it a mutually beneficial partnership. Also, make sure to be as specific as possible within your pitch and include a deadline to convey a sense of urgency.
4. Set Guidelines and Expectations for Partnership
Once an influencer has agreed to work with you, you then need to set clear guidelines and expectations for your partnership. For example, are you offering them compensation — if so, how much? Will they get commission on sales that they drive? What product features do you want them to focus on specifically? What is the timeline of the campaign? Nail these variables down beforehand.
Additionally, it’s always a good idea to give the influencer a bit of freedom regarding how they choose to promote your products. So instead of giving them an exact script, give them a few pointers and let them fill in the rest. This will result in a more authentic approach that their followers will be more likely to respond to.
5. Measure Campaign Results
Once you have set the terms of the partnership and the campaign has been launched, you need to measure the results. Depending on the length of the campaign, this may mean continuous monitoring or simply running the final numbers after a single advertisement. You should look for key performance indicators like reach, engagement, and of course, conversions. You should also calculate your overall return on investment if you paid the influencer for their services.
If your campaign was successful, it makes sense to continue working with this influencer. If the campaign wasn’t that successful, you might need to tweak your approach in terms of influencers and the type of campaign.
Final Thoughts on Working With TikTok Influencers
If you’re not very familiar with the platform itself, getting started on TikTok marketing may seem like a risky strategy. However, it can be extremely beneficial when you do it right. The best way to ensure success on this booming platform is to work with a marketing expert like Greg Gillman, who can do all the heavy lifting for you.
Sources:
US TikTok Users by Age 2021 | Statista
TikTok: 40 Most Popular Stars on the Teen-Beloved Viral Video App | Business Insider
