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How to Develop Your TikTok Influencer Marketing Strategy

TikTok has made news numerous times, but it was particularly notable when it was the most downloaded app in 2020. The video-sharing app developed by Chinese tech firm ByteDance has seen exponential growth in the span of just a few years.

This increase has also led to a growing number of companies using TikTok to market their products with influencers. If your company is interested in how you can incorporate TikTok into your online marketing, continue reading for more information on the steps to create your own strategy.

Why can TikTok help with influencer marketing?

TikTok is an excellent platform for influencer marketing due to various reasons. First, it is awash with users from all over the globe. This means that whichever region and subject you’re looking to target there’s a good chance you’ll find the right niche on TikTok.

Next, TikTok took video and optimized it to be mobile-friendly. We’d already witnessed the popularity of YouTube influencers but the size and format of YouTube videos were created for TV or desktop, not mobile devices. TikTok makes videos shorter, employs vertical format, and makes it easy to consume information on your smartphone.

Finally, the TikTok algorithm operates a little differently from other social networking sites. Its algorithm has been known to display an assortment of videos including those from well-known TikTokers and creators who haven’t yet accumulated many followers. This is particularly beneficial for smaller businesses or influencers who have just started their journey using the site.

Be sure that your target audience is active on TikTok

Before you start an influencer marketing campaign on TikTok it is important to do some investigation to ensure that your target group is actually active on the site. For instance: in the US, just under half of TikTok users are aged under 29, so the network is a good place to reach out to young people.

If, however, you’re targeting people who are older, it might not be the ideal platform to reach them. Statistics show, for instance in the US only 11 percent of TikTok users are 50 or older.

So, make sure you are aware of your buyer personas, and then take a look at if they’re on TikTok. Alongside age ranges, you’ll also want to consider the gender, country, spoken language and general interests of your target audience. With respect to geographical location, be aware that TikTok is not allowed in a handful of countries, such as India or Pakistan.

Learn about TikTok creators and where to find them

So who are TikTok influencers? There’s no easy answer, as TikTok influencers are highly diverse. There areTikTok influencers from just about every field, but most of the Top 10 TikTok influencers of 2021 have profiles that relate to comedy, dance, and entertainment.

Charli D’Amelio is a top TikTok creator on the site. She has partnered with a variety of brands, such as Invisalign, which she’s promoting here.

The number of TikTokers is a boon for companies, as you can be sure there’s someone that’s the perfect match for your brand. But, with the sheer number of influencers to choose from, it can also be difficult to pinpoint the right match.

There are several ways to find TikTok influencers:

  1. Utilize the Discover page on TikTok and search for keywords that are related to your business.
  2. Search Google for your industry then add “TikTok Influencers” to it.
  3. Make use of an influencer marketing platform with TikTok search and analytics capabilities.

Whatever method you choose to find influencers, it is important to look over their profiles prior to choosing to work with them. It is important to ensure that they have sound performance metrics.

Learn about the TikTok analytics you should review 

So, which TikTok analytics are worth focusing on when you are looking for influential users? Let’s examine the most important metrics to look for when looking over TikTok profiles.

The number of followers is crucial because it determines the reach of an influencer and influences the price they’ll charge for their services. In general, the more followers an influencer has, the higher their fees will be. Be aware of any sudden increase in follower count; if there’s no logical explanation, like a video going viral, this spike could mean that the influencer purchased fake followers. Our TTDownloader App allows you to convert any TikTok video to a MP4, GIF or MP3 file and download the converted file for free. 

Engagement rate is also crucial when it comes to analyzing influencers. The engagement rate indicates that the followers trust the influencer’s work and appreciate their content. It is possible to calculate engagement manually, however, it’s easier to use an influencer marketing platform, which calculates it for you automatically.

A TikTok engagement rate for an influencer is derived from an influencer marketing platform.

Alongside engagement rates, it is also important to look at the average views per video that a TikToker receives. This can give you an idea of how many people go through an influencer’s content and will help determine the number of views you’d receive in a marketing campaign with the influencer.

It is also important to look at their video metrics. When was the last time they posted? It is a given that you should locate a creator who is actively producing content. In addition, how often do they publish? Remember that if a creator is posting frequently, that will mean lesser exposure for your company on their page.

Select your preferred content type

When you are deciding on your TikTok influencer marketing strategy, consider what kind of content you’d like to develop with influencers. 

Here are some examples of videos that are well-known in TikTok Influencer marketing:

  • Dances challenges and lip-syncs that create excitement for your brand.
  • Transformations and before and after that demonstrate what your product can accomplish.
  • Interviews or FAQs about your brand or product.
  • Competitions that encourage your followers to participate in your brand.

Find ideas, but don’t forget to ask influential people if they have their own ideas. They’re the experts in content creation in the end, and may have come up with something you weren’t thinking of. No matter what kind of content you prefer, let influencers have the freedom to create. If you control their creative process, followers will detect it and the collaboration appears unauthentic.


Here are some ideas to help you start on the TikTok influencer marketing plan. Remember that you should analyze every influencer you’re considering working with. And let your creativity soar, because TikTok’s vibe is all about fun. When in doubt, consult with your collaborators to see what fresh ideas they can share.

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