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TikTok Influencers:

Why Your Business Needs
TikTok Influencers

Spending on influencer marketing could reach between $5 and $10 billion by 2022.

$5 and $10 billion! Businesses are definitely harnessing the power of influencer marketing. But, as with all social media marketing you need to avoid coming across as too “salesy” on TikTok. 

The vast majority of TikTok’s demographic is younger people and Generation Z, roughly 43% of TikTok’s global audience is between 18 and 24 years old and only 3.4% of TikTok audience is older than 55. Brands can find younger people notoriously difficult to reach because of an increased disdain for anything that resembles a traditional advertisement or anything that looks and feels salesy. This is why Influencer marketing is likely to be the most effective form of marketing on TikTok. 

Read on to find out why you need influencers and which influencers you should be using!

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What is a social media influencer?

Influencers in social media are people who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their preferred social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views. Brands love social media influencers because they can create trends and encourage their followers to buy the products they promote.

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4 reasons why TikTok influencers are essential for your business:

1. You don’t suffer from the negative implications of ads

Pop-up blockers exist for a reason! Customers hate being bombarded by advertisements, and so they often actively try to avoid them. Influencers allow you to get around that and sell in a more subtle way. By sharing your content or information about your product or service on their channel, influencers help increase your reach and drive revenue.

2. You don’t have to worry about building the right audience

It is far easier for most brands to work with TikTok’s influencers than to build an engaged and much-followed company account. The advantage of searching for popular influencers in your niche on TikTok is that they will have a large enough following of interested, engaged people, who will take notice of any videos they share about your product/brand.

3. It can be tough building a sizable audience on TikTok that will listen to your company’s message

Business Insider’s Influencer Marketing Report found that the average influencer engagement rate across industry verticals was 5.7%, while the average engagement rate for brands on Instagram alone was between 2% and 3% in 2018. If influencers have a better engagement rate, it seems like the obvious step to take to embrace that and use them to promote your product/services.

4. Influencers are often content creating experts!

Influencers are constantly coming up with new content for their audiences, in order to stay relevant. They know what sort of content to create to keep their audience engaged. Giving them some creative licence when promoting your product or service can help make sure your potential customers are paying attention.

So, how do you choose the right influencer for your brand?

When you decide to collaborate with an influencer the number one rule is to choose the right influencers for your brand. You need to ensure that your brand’s target customers actually use TikTok. Make sure you are focusing on the ideal demographic. You will then want to find popular TikTok influencers that make content which appeals to the same niches as your target customers.

Once you have a shortlist of influencers who share your target audience, you need to look at their engagement rate. Sometimes someone with a large following won’t be worth your time, money or effort as their audience isn’t actually engaging with their content.

Remember! Relevance is more important than reach!

There are 3 different levels of influencers you could work with – each will have its own benefits and disadvantages. 

Mega-Influencers:
Mega influencers are the people with a large number of followers on their social networks. There are no fixed boundaries between the different amounts of followers but a common view is that mega-influencers have more than 1 million followers on at least one social platform.It will generally only be major brands who reach out to influencers of this size as they will likely charge a large fee for promotional posts. In most cases, mega-influencers will have agents working on their behalf who will make marketing deals happen.
Macro-Influencers:
Macro-influencers are one step down from mega-influencers, and will be more accessible as influencer marketers. They will normally have between 30,000 and 1 million followers. There are more macro-influencers than mega-influencers so they are normally easier to find and they are often easier to have direct communication with. You are still most likely going to be paying a considerable amount of money to use a macro-influencer.
Micro-Influencers:
Micro-influencers are ordinary, everyday people who have become known for their knowledge about some specialists. They will have gained sizable social media followings amongst people interested in this niche. Micro-influencers normally have between 1000-30,000 followers.Since they have built up specialist followings, they will be passionate about not harming the relationship they have built with their fans. Some micro-influencers are happy to promote a brand for free, or in exchange for free products and others will expect some form of payment.We believe that micro-influencers are the influencers of the future!

You can also market on TikTok without using influencer marketing. It’s taken a while for TikTok to implement it, but there is now a formal advertising system. Learn more about TikTok advertising here

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