How to Find Influencers for Your TikTok Campaigns in 4 Steps

Are you looking for TikTok Influencers to promote and market your brand? TikTok’s recent popularity (it’s the top-downloaded app of 2021) suggests that it’s a good idea. Moreover, TikTok makes it easy to connect with younger users, if that’s your target audience.

But how can you launch an influencer marketing campaign on TikTok? Let’s talk through the steps so you don’t have any questions.

Step 1: Defining your campaign and creating a strategy

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First, create a plan for your campaign. The first step is to set a goal. Begin by considering what you can gain from collaborating alongside influencers.

Some of the most common goals of influencer marketing campaigns include:

  • Brand awareness
  • Sales growth
  • Content creation
  • More followers
  • More engagement

Define your target market. You should do market research if you haven’t already. Examine the age, gender, location and other demographics of the people you want to reach. And double-check that TikTok can connect you to your target. Then you might want to try a different network.

Next, define the practical aspects and budget of your campaign. How much can influencers be paid? This will impact the type and cost of influencers you are able to afford.

Step 2: Choose the type of content you wish to use

TikTok allows you to share video content. In video, you can collaborate with influencers in loads of creative ways. These are just a few examples of the types of collaborations common between influencers & brands.

  • Giveaways – Team up with an influencer for a chance to win some products for your followers
  • Takeovers – allow influencers to post directly from your channel for a time period
  • Unboxing – Send influencers products and have them record their reactions when they open them
  • Tutorials – Ask influential people to show you how to use your product. TikTok video max length is 3 minutes
  • Educational content – get influential people to speak about sensitive and historical topics that you’d love to touch on as an organization
  • Lives – Influencers may answer questions from the audience about products or go behind the scenes at events.

The reaction of an influencer to your product can determine the success or failure of your campaign content. For example, you want influencers to be excited to see your product in action during an unboxing. Or in live streams, you want your influencers’ natural reaction to your brand enthusiastically.

Therefore, it’s important to choose the right influencer for your brand. That brings us to step 3.

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Step 3 Find TikTok influencers suitable for your brand

There are many options for finding influencers. We recommend using an influencer market platform. This type of software not only costs less than an agency, but is also more effective than searching TikTok. Regardless of how you find influencers, there are a few important concepts to keep in mind.

The influencer ranks

Your budget directly influences your influencer discovery. Influencer prices increase as more followers are added, but they can also change depending on engagement and other factors.

Know the different levels of influencers:

  • Nano influencers, 1-5K followers
  • Micro influencers, 5-50K followers
  • Medium influencers, 50-100K followers
  • Macro influencers, 100K-1M followers
  • Mega influencers, 1M+ followers
  • No following threshold for key opinion figures

The last tier of influencers is a little different. A KOL is like a super influencer. They often have a social media presence, but they also have other platforms (like TV or newspapers) where their opinions can be heard. They thus aren’t restricted to any specific social media followers, as their influencer goes beyond social media.

KOLs are often found in sectors that require certain educational titles or credentials, such as healthcare, finance, business or other. It can be difficult to get in touch with them and close a deal, and can be costly. However, if you manage to collaborate, they can have a big impact on your brand. 

If you are on a budget, consider micro or nano influencers. They are the cheapest option and have the highest average engagement rates. This is because their followers are extremely interested in the content they share and trust their opinions.

How to analyze performance driven metrics

Marketers are still concerned about influencer fraud. So do your best to analyze all profiles and in order to avoid ending up working with fake influencers.

Be on the lookout for these signs, which could be signs that an influencer is committing fraud.

  • Spiky and uneven growth – could be a sign of batches of fake followers
  • Very low engagement – shows that the audience isn’t interested or they are fake
  • Very high engagement – could be an indication that the influencer bought fake engagements, like fake likes or comments

How to determine whether an influencer aligns your brand

Not only should you analyze an influencer’s content and performance, but also their personality. Followers should not have to guess what the link is between your brand and the influencer. The collaboration should feel authentic.

Think about questions like:

  • Is their content consistent with what my company does?
  • Do you approve of their content’s quality?
  • Does your brand’s style mesh with theirs?
  • Does the influencer promote the values of your brand?
  • Do you believe their voice can spread your brand’s message effectively?

Authenticity is the key ingredient to successful influencer collaborations. TikTok hosts millions of influencers. So look for the people who are best suited to your brand.

Step 4: Contact others to negotiate

Reach out to the influencers you have found who align with your brand’s values and have good results to discuss collaboration. When you have their email addresses, you can contact influencers. If you don’t know their email address, you may message them directly via TikTok. One way to find influencer email addresses is by using an influencer marketing platform.

If the influencer expresses interest in working with your company, negotiate the collaboration until all parties are happy. You should discuss how much you can afford to pay influencers and the content type and quantity they will offer in return.

Review any publication guidelines you have now, too. Do you want the influencers to include certain hashtags? Or perhaps you want them highlighting certain aspects of your product. Also, don’t forget about important publication deadlines.

Finally, decide if a contract is necessary. A contract is not necessary for influencers who are only receiving products free of charge (unless the product is very expensive, like a new car). A contract is, however, required when you are paying influencers in cash fees. You can download an influencer contract template and adjust it to suit your collaboration.

Conclusion

TikTok makes it difficult to set up an influencer campaign. This is followed by a lot more work in the discovery of influencers. But, knowing what to look out for and what you should do once you find influencers will make it easier to collaborate with them.