How to work with influencers on TikTok

As of September 2021, there were one billion active TikTok users worldwide, with 3.7 million based in the UK.

Insider Intelligence reveals that 20.6% of users reported regularly buying products they’d seen on TikTok, and 67% reported feeling inspired to make a purchase even when they weren’t actively shopping.

If you’re considering using TikTok as a new sales funnel for your business, how do you get your products noticed on such a huge platform? And how do you inspire people to make a purchase?

One path to conversion could be working with TikTok influencers.

Why is TikTok so popular?

A popular social media platform, particularly with 18-24 year-olds, TikTok allows users to create short-form, easily digestible video content.

This content can range from funny to informative, product-based to personal – sometimes a mixture of all.

The TikTok algorithm analyses users’ content and offers similar content to engage with.

TikTok users can create videos with trending audio clips, stickers, text, and face filters – all of which can help boost their content to a broader audience.

Users engage with TikTok content in several ways, with likes, comments, and shares the most common.

Content can also be saved and reposted to personal accounts.

Brands that use TikTok can create organic content (not paid-for content) or paid-for content in the form of in-feed ads, brand takeover ads (where the ad appears as the first thing on screen when TikTok opens), and influencer posts.

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“TikTokers” – influencers on the platform

Influencer marketing offers a business three things: access to an audience, a space to host content, and outsourced content creation.

Working with influencers typically involves reaching out to those who may have an interest in your brand, discussing what kind of content would best fit, and then sending them your product or service for them to create bespoke content.

Working with influencers may require some budget, although some may be open to working with your brand on a “gifted” basis, where a product or service is provided instead of money.

By using influencers to market your products and services, target audiences can see them being used in context and by someone they trust or admire, making your product or service more appealing.

It could also save time and money by having someone else create content for you – known as user-generated content (UGC).

Influencers on TikTok come in many forms and sizes, meaning it can be easy to find an influencer who fits well with your brand.

Know who you want to target

First, identify your target audience on TikTok.

Deciding important demographics like location, age, and gender will help you find influencers whose target audience and content are relevant to your brand.

Set clear boundaries

It’s best to provide influencers with clear boundaries or requirements for their content.

This helps keep the content closely tied to your brand and more effectively conveys your mission behind the content.

Boundaries or requirements can include using certain hashtags, ensuring specific brand or product information, account handles to tag, and when the influencer posts.

Put agreements in writing

Working with influencers can be viewed as the same as working with a freelance digital content creator.

To ensure you agree on the content, how much to create, and the price, it could be worth drafting a document for you both to sign; this document can be a reference in the future and could help create a strategy for future TikTok influencer partnerships.

Commission vs fixed payment options

Paying influencers for their work can be done in two ways – on commission or at a fixed rate.

Some provide a figure per video or will charge depending on how well their content performs.

They may even offer a package deal if you want more than one piece of content.

Comparing expectations against your budget could help you decide which influencers you want to work with.

Use hashtags

Consider using hashtags for your content.

Not only does this make it easier for TikTok users to find your content, but it can also help make it more memorable, especially if your business’s hashtag is creative or snappy.

Doing some research before committing to a hashtag for your influencer campaign can be a good idea.

Aim for a hashtag that isn’t already used and can be easily associated with your brand.

How to reach influencers

You can contact an influencer via direct message (DM) or by commenting on their content.

Using TikTok’s Creator Marketplace is, however, time-efficient and effective.

It allows brands to access a catalogue of TikTok creators and filter their search based on parameters like reach, location, and topic.

This can help you find the right influencers much faster than trawling through the app.

Creative freedom

Before working with influencers on any platform, it may be a good idea to think about who has creative control over the content.

An influencer may have a distinctive style, so it is worth discussing what you think the content should look like.

However, it’s worth remembering that you likely want to work with a specific influencer partly because you like what they already do.

By giving them more creative freedom, they may be more likely to collaborate again in the future.

Stick to legal rules

All social media platforms have rules to follow regarding sponsored/paid content.

Audiences need to be aware of paid or sponsored content – you can achieve this through hashtags such as #ad or #sponsored.

The content must also comply with the CAP code.

Read more about what the Advertising Standards Authority says about influencer marketing guidelines.

Do competitor research

Before compiling a list of influencers you want to collaborate with, look at your competitors.

You may not want to work with influencers who have previously worked with your competitors to avoid comparison to them.

Finding new influencers in the right circles to work with could create better, more effective exposure and content for your business.