Ready to take TikTok to the next level? TikTok can be a powerhouse tool for brand promotion and should be an integral part of your marketing strategy. But reaching new audiences isn’t always easy, especially when you need to create consistent, engaging content to continually build your presence. The real key to harnessing TikTok’s full potential is partnering with the right TikTok content creators and influencers. This blog provides a simple guide to help you find the best TikTok creators and influencers who can authentically connect your brand with new customers.
Working with influencers and creators on TikTok
If going viral was easy, everyone would do it. While there are no guarantees in what products or influencers will hit it big, there are a few step-by-step actions you can take to ensure you’re set up for success.
- Define your target audience and brand goals
Before enlisting any TikTok talent, it’s crucial to clearly define what your brand aims to achieve through influencer and/or creative partnerships. For example, are you looking to increase brand awareness, boost your TikTok followers, drum up interest for a new product launch, or drive sales on existing lines?
In addition, you should understand your target audience’s demographics and interests. You may need to dig into existing followers, research competitor accounts, or define the persona of your target customer (for example, women under 30 or higher-income earners in a certain region, etc). This clarity will help you identify influencers whose followers mirror your customer profile.
2. Source creators aligned with brand values and aesthetic
TikTok is teeming with creators and influencers across various niches, from fashion and beauty to tech and gaming. To find creators that resonate with your particular brand, search for those who share similar values and aesthetics. You can dive into hashtags or go down a topic rabbit hole. Watch their videos to understand their content style, humour, and how they engage with their audience. Alignment in these areas ensures that your brand message matches their particular vibe and can be seamlessly integrated into their content. This product-market fit will ensure the highest return on your investment.
3. Utilise TikTok’s built-in tools
TikTok offers several tools to help brands discover and connect with potential partners. Check out the creator marketplace or the built-in affiliate channel. In addition, research the following.
- For You Page: Regularly browse the For You page to spot trending creators who might align with your brand. As you interact with content, this will refine further over time to align with your needs.
- Hashtags: Participate in or observe relevant hashtag challenges to identify influential creators who excel in creating popular hashtags and utilise trendy sounds or relevant challenge content.
- TikTok Creator Marketplace: Use TikTok’s marketplace for brands and creators. It provides detailed analytics about creator performance and audience demographics, which can be invaluable in making informed decisions.
4. Assess engagement rates and audience quality
While follower counts are important, engagement rate is a more significant metric of an influencer’s ability to mobilise their audience. For businesses, this is key for driving purchasers into your funnel. Look for creators with high engagement rates with high comments, likes, and shares. This indicates a loyal and active audience. Additionally, analyse the audience to ensure they are real users interested in the content, rather than bots, paid-for followers, follow-for-follow-type accounts, or old and inactive accounts.
5. Review past collabs and brand fit
As part of your research, look at influencers' past collaborations to see how they integrate sponsored content. Does the influencer maintain authenticity and creativity even when promoting products? Browsing their previous work can provide insights into how they might handle your campaign and if their followers are receptive to sponsored posts. On the flipside, check that the potential partner hasn’t already aligned or promoted a competitor or boosted a brand that doesn’t align with your mission. Be particularly careful of content that is politically or racially sensitive or inconsistent with your brand values. Faux pas can negatively impact a brand as much as a positive experience can boost you.
Lastly, the creator marketplace allows you to check their fees and see if the terms and partnership is a good fit for your budget. Do not reach out to collaborators you cannot afford or waste time with influencers who are a poor fit or overestimate their worth.
6. Reach out to build a relationship
Once you’ve identified potential TikTok creators, the next step is to reach out in a manner that respects their time and values their contribution. Personalise your communication (even if you use a form letter). It helps to be clear about what you like in their work, and explain why you think they would be a great fit for your brand. Building a genuine relationship can lead to more authentic and effective collaborations.
7. Negotiate terms with your TikTok partners
Clear communication about expectations, deliverables, compensation, product samples, and timelines are essential to a successful partnership. Be transparent with requirements and expectations, brand guidelines, and be sure to listen to the influencer’s needs and suggestions. Having a mutual understanding and respect for each other’s goals will foster a productive working relationship that can be a one-time campaign or a long-term, ongoing collaboration. Pay special attention to anything time-sensitive (like product launches, seasonal needs, or events such as Q4).
8. Monitor performance and optimise
Ensure you have enough stock and have put in place logistics and customer service needs. If you are directing customers to TikTok Shop, this should be fully set up before launching any campaigns or working with creators.
After launching a campaign, closely monitor the performance against your defined metrics such as engagement rates, conversion rates, or sales numbers. Use this data to understand what works and what doesn’t, so you can optimise future campaigns. As the campaign runs, be sure to respond to comments or questions to help convert customers. Don’t leave customer service to the influencer or creator. Make sure they have properly tagged you and provided information to customers on cost, where to buy, etc.
Ready to work with TikTok influencers and creators?
By following the steps above, you can successfully navigate TikTok to find and collaborate with creators or influencers who can propel your brand forward. Remember, the right partnership on TikTok can do more than just sell a product—it can enhance your brand’s presence and connect with an entirely new audience in a meaningful way. If you need more assistance with content creation or account management, please contact us at eCommerce Nurse.
