Want to get started with TikTok influencer marketing for your business?
Set the foundation for your TikTok influencer marketing strategy with this guide to improve your brandโs awareness, credibility, and conversion rates.
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What Is TikTok?
TikTok
A social media app that allows users to create, watch, and share short-form videos.
What Is TikTok Influencer Marketing?
TikTok Influencer Marketing
A social media app that allows users to create, watch, and share short-form videos.
A social media marketing strategy that allows brands on TikTok to partner with an influencerย to create content for the business.
You might be thinking: Out of all the social media platforms, why try influencer marketing on TikTok?
Take a look at the benefits of applying a TikTok influencer marketing strategy to discover if TikTok marketing is for your business:
1. Increaseย Your Chances Of Going Viral
About 10% of small businessesย that use TikTok go viral. TikTokโs algorithmย recommends content to users based on user preferences โ likes, following, and interactions โ to boost video views.
The publicity from TikTokโs viral contentย increases website traffic and brand awareness.
2. Improve Your Brandโs Credibility
90%ย of consumers of all ages would trust an influencer over a celebrity. Followers trust the expertise of an influencerโs opinion to build a brandโs credibility.
3. Reach Your Target Audience Directly
Select an influencer in your niche to target your market audience. Target your audience to increase conversion rates and move leads down the sales funnel.
4. Boost Profits With TikTok Influencers
On average, businesses and brands earn $5.20ย for every dollar they spend on influencer marketing. The return on investment (ROI) from TikTok influencer marketing increase conversions and boosts sales.
Take a look at the average costย per TikTok video based on the influencer tiers:
Use a TikTok influencer to promote your businessโs products or services. Get started running your TikTok influencer marketing campaign with these 4 steps:
1. Identify Your Target Audience
Does your target audience use TikTok? Or are you targeting a new audience on TikTok? Create personasย to determine your target audience.
Build your marketing campaign strategy on your target audienceโs interests to find the right influencers and create discoverable content.
Recommended Reading:ย How To Find Your Target Audience To Do Better Marketing
2. Determine Your Niche
The TikTok algorithm shares content with audiences based on their interests. Discover your niche to align your content with your audienceโs interests.
Conduct a hashtag search to identify your niche. TikTokโs Creative Centerย allows you to discover ranking hashtags based on your industry.
3. Find Your Influencer
Research TikTok influencers to reach your target audience and create desired content.
Connect with TikTok creators using Creator Marketplaceย to discover influencers for your brand.
4. Create Promotional TikTok Content
Build a content strategy that boosts your influencer marketing campaign. Create viral content within your niche to reach your audience and expand the number of viewers.
Recommended Reading:ย 17 Influencer Marketing Ideas To Build A Successful Strategy
Analyze your goals with key performance indicators (KPI) to measure the performance of your TikTok influencer marketing strategy goals. Use a TikTok influencer marketing strategy to complete these main goals:
1. Brandย Awareness
The average organic reachย for brands on TikTok is about 118%. TikTokโs algorithm promotes content rather than boosting paid advertisements to reach the 1 billionย monthly active users.
Analyze brand awarenessย KPIs to determine the influencerโs effectiveness in reaching new customers.
TikTok Awareness Metrics
- Impressions: The number of times your content is placed in front of viewers
- Reach: Number of unique viewers on your TikTok page
- Brand mentions: The number of company mentions (i.e., tags)
- Follower growth: The total number of new TikTok followers
- Social share of voice: Percentage of conversations about your company on TikTok
TikTok Analyticsย allows you to analyze brand awareness metrics to calculate the level of familiarity customers have with your brand.
3 Ways To Measure An Influencerโs Brand Awareness Using TikTok Analytics:
- Number Of Views
- Post Reach Percentage
- Number Of Likes
2. Conversions
TikTokโs average conversion rate is around 3.4%. Track your influencerโs conversion rateย to gauge the success of their TikTok campaigns and drive viewers down the marketing funnel.
Analyze conversionย KPIs to determine the influencerโs effectiveness in converting social media viewers to customers.
3 TikTok Influencer Campaign Conversions KPIs To Measure:
- Traffic to your website from an influencerโs video
- Sales from an influencerโs promo code
- Accounts registered by clicking a link in the influencerโs bio
Recommended Reading:ย Social Media Metrics: 10 Key Factors, 3 Tools, & Valuable Channel-Specific Metrics
Inspire your TikTok influencer marketing strategy by looking at brands already using the platform successfully.
Trend Videos
1. Gymshark
Gymsharkย is a fitness apparel and accessories brand that uses TikTok influencers to market its products. Influencers create fitness trend videos in their Gymshark apparel to boost brand awareness.
Gymshark repurposes creator content on their TikTokย to increase their online presence.
2. Duolingo
Duolingo is a technology company that creates learning apps. The notorious owl mascot is considered a TikTok influencer, posting trending content on the brandโs page.
The owlโs content on Duolingoโs TikTokย attracts new customers with content that consistently goes viral.
3. Bloom Nutrition
Bloom Nutrition produces supplements and uses TikTok to increase product sales. Bloom pays influencers to create trendy videos on their accounts.
Educational Content
4. Fenty Beauty
Fenty Beautyย is a cosmetics brand that markets its products on TikTokย with educational makeup videos. These educational videos enhance the audienceโs understanding of products to increase brand loyalty.
Rihanna, Fenty Beauty CEO and influencer, educates followers on how to use the brandโs products.
5. Spikeball
Ever wonder how Spikeball became so popular? Spikeball has 1.2M followersย on TikTok and is now a household game.
Spikeballย uses its TikTok platform to inform followers about the game and increase product sales. The brand uses professional Spikeball players as influencers to teach others how to play.
6. Chipotle
Chipotleย creates educational content videos to establish the brandโs expertise in the restaurant industry.
Influencer, Nick Digiovanni, shows how to make the chipotle vinaigrette on Chipotleโs account.
Series Content
7. Dunkin
Dunkinย is a coffee chain that uses video series with famous influencers to promote the brand.
Charli DโAmelio has 149.9Mย followers on TikTok and has been featured in a series on Dunkinโs TikTok page.
8. NBA
The NBAโs TikTok accountย hosts a series of micโd-up content. Basketball influencers with a high following promote the association to gain NBA fans.
9. Calvin Klein
Calvin Kleinย is a fashion label that uses a hashtag series on TikTok to boost brand awareness. Influencers post TikTok videos using #mycalvins to encourage audience engagement.
What Is TikTokโs Demographic?
21.5%ย of TikTokโs global audience are women between the ages of 18 and 24 years.
Source
What Should I Send The Influencer?
TikTok content is designed to be user-controlled and short-form. Allow the influencer to be the expert in their field but be sure to share some specific goals if you have them.
Items To Outline For An Influencer:
- Write out the main goal to establish a cohesive strategy.
- Share any specific talking points you would like the influencer to discuss in the content.
- Outline a timelineย for the influencer to follow.
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Use CoScheduleโs Marketing Calendarย to schedule a marketing campaign with an influencer. Create, schedule, and publish social campaigns to promote your influencer marketing initiatives.