Unless you’ve been under a rock for the past few years, you’ve probably heard about TikTok. But did you know that you can do influencer marketing on TikTok?
You can work with influencers to grow your following or promote your products. But you should consider if it’s the right option for you.
Keep reading to learn how TikTok marketing works and if you should find an influencer.
What Is TikTok?
TikTok is a social media platform where users can share short videos. A lot of users make funny or educational content, and people can respond or share the videos with others.
While it’s not as established as Facebook or Instagram, TikTok is a good place to market your business online, especially if you have a younger audience. You can use ads or organic posts for marketing on TikTok, but influencer marketing on TikTok can also help.
Does TikTok Have Influencers?
As with other social media platforms, you can find influencers on TikTok. You can find influencers in almost any industry you can think of, so you can probably find someone with your target audience.
And like on other platforms, some influencers have a few thousand followers, and others have a few million followers. Before you work with someone, consider how much visibility you want as well as your budget so that you can choose the right influencers for you.
How to Find Influencers
If you want to use influencer marketing on TikTok, you can find a few influencers. Not only will that give you more options for your marketing, but you can make sure you work with the right influencers for your business.
Here are a few things you can do to find influencers in your niche.
Find Your Ideal Audience
First, you should figure out the type of person you want to market to. Consider how old they are, their gender, where they live, and what they like.
Ideally, you would already know those things for other parts of your marketing strategy. However, now’s the perfect time to figure that out, especially for TikTok marketing.
See Who They Follow
Find a few TikTok users who match your ideal customer. Then, you can see what accounts those users follow. Make a note of any larger accounts, because they’re more likely to have more influence.
If you find multiple people follow the same account, check out the larger account in question. See if that person has done any sponsored posts before and for what products or services. If so, you may have the perfect influencer.
You don’t have to view every account someone follows. But you can compare lists of different accounts to look for trends, and you can see who influencers follow to find more influencers.
Research Your Competition
You can also look for influencers by researching your competition. See if your competition has tagged any influencers or vice versa. Then, you can see who the competition has worked with.
While you may not want to work with those same influencers, it can give you an idea of who you can look for. Then, you can find an influencer willing to partner with your business.
Pros of TikTok Influencer Marketing
Before you move on from influencer marketing on TikTok, you should consider some of the pros. While it’s not for every business, it can be a successful way to connect with people in your target audience.
Then, you can use the campaign to grow your following and business. Here are a few benefits of using influencer marketing on TikTok.
While not specific to TikTok, influencer marketing gives you direct access to your ideal customers. You don’t have to create and pay for a bunch of ads, and you don’t have to know how to target those ads.
An influencer has followers who fit your ideal customer profile, and the influencer can talk to those people. The influencer has already built a relationship with their followers, so their followers may love everything the influencer posts.
If you want an easy way to reach your potential customers, you should work with an influencer. Then, you can watch your following or sales grow.
Variety of Goals
Another reason to try TikTok marketing with influencers is that you can still set marketing goals. When you create the campaign, consider what you want to get out of it.
You can set a goal to grow your followers, and influencers can be a good way to buy TikTok likes while growing your overall following and engagement.
If you want to focus more on getting sales, you can also do that. Then, you can ask the influencer to direct their followers straight to your website.
Influencer marketing can be especially useful if you’re new to TikTok. An influencer has already taken the time to build an audience and to build trust with their followers.
You can use their following to market your business, which can save you time. But you can also gain followers from the influencer marketing partnership.
Having that trust can increase the chance of people following your business or buying from you. And you won’t have to wait until you build a decent following.
When you create an ad for TikTok or any social media platform, you have to be strategic. But some people may still view it as an ad and ignore it when scrolling their feed.
However, an influencer can make the post look more authentic than a regular ad. While they still need to disclose the partnership, they can create content that aligns with their other posts, so it can be more natural.
If possible, give influencers some creative freedom with their posts. They know their audience, so you can work together to create content that is natural but also shows off your business.
Cons of TikTok Influencer Marketing
Even if you know how to market in TikTok with influencers, there are some disadvantages. TikTok isn’t for everyone, so you may find that you don’t get great results with influencer marketing on the platform.
Consider a few cons before you invest in your next marketing campaign.
TikTok only does videos, so it can be hard to promote your business if videos don’t work well with your offers. Not only that, but TikTok videos are shorter than videos on Facebook and YouTube.
Some users can upload videos up to three minutes long, but most people have a limit of one minute. This doesn’t give your business much of a chance to get visibility.
You and the influencer you work with may need to get creative. That way, they can create authentic content, but your brand can have time to shine.
Working With the Wrong People
When you hire any influencer, you are taking a risk. You should make extra sure that an influencer is trustworthy and honest before you hire them to work with you.
If the influencer has done inauthentic marketing partnerships, that makes them look bad to their audience. And it could make your business look bad to the influencer’s followers.
Make sure that the influencer you choose has a good history of promoting good products and services. Give them a chance to try out your offer so that they can be honest when promoting you.
If they don’t like your product or service, they aren’t the right influencer for you. Instead, move on to other influencers who will be a better fit.
Hard to Track Results
When you work with an influencer, it can be hard to determine how well the campaign goes. You can track things by giving your influencer a special discount code to share with their followers.
However, not everyone will use the code or a special link. You may be able to track some of the results you get from influencer marketing, but it can be hard.
You’ll have to ask the influencer for access to the analytics on the post you sponsor. Then, you can get an idea of how well the content performs.
Being able to track results is essential for any marketing strategy. If you work with an influencer, you have to be okay with not knowing all of the details.
You also have to rely on the influencer to make all of the necessary disclosures when they post the content. They need to tell their followers about the sponsorship so that they don’t mislead people.
If an influencer doesn’t do that, it could affect your business. People may find your company to be less trustworthy.
Luckily, you can minimize this risk with a contract. Include a clause requiring that you approve the video and caption before the influencer posts it. That way, you can make sure it includes a disclosure.
Will You Use Influencer Marketing on TikTok?
Influencer marketing on TikTok can be an excellent tool to grow your following or get more sales. But you need to know how to choose the right influencer and if it’s even the right strategy for your business.
Whether you want to get more engagement on your posts or sell a product, consider your goals. Then, you can find an influencer with the perfect audience, and you can enjoy the benefits.
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