Traditional modes of advertising are not the only way to grab the attention of your target audience on social media. Influencer marketing is a viable option to grab more eyeballs and make the audience aware of your business.
The story on TikTok is no different — if your target audience hangs out on TikTok, collaborating with TikTok influencers is an excellent way to build a positive brand sentiment and generate more conversions. Teaming up with influencers can also help your business to get noticed by Gen Z. They make up a chunk of the audience on TikTok and prefer trusting the recommendations of social media influencers for almost any decision that they need to make.
So here’s a guide on how to find the right TikTok influencers who can drive actual results:
Find influencers in the same niche as yours
There is no one-size-fits-all approach to influencer marketing. The key to a successful collaboration lies in identifying the right kind of influencers who suit your brand and are popular among your target audience.
It is a rookie mistake to assume that any influencer with a huge following will work for your business. You have to find influencers who belong to the niche you want to target and evaluate their engagement rate, the number of followers they have and the type of content they create. So start by looking for “top TikTok influencers” to gather some names and then identify the niches they belong to. For example, if your brand sells fitness equipment or health foods, identifying the fitness TikTok influencers is a good idea.
You can also skim through the sponsored content on the platform to identify influencers and then decide whether you want them to create videos for your business too. Such TikToks are uploaded with #ad.
Schedule a pre-production meeting
Once you have identified the influencer you will be creating videos for you, it is time to focus on the groundwork.
Don’t tell the influencer to start shooting the video right away — schedule a pre-production meeting as it is critical to define the messaging goals, discuss what the target audience wants, and let the influencer know what you expect from the video. Not having such a meeting can result in many back-and-forths, and you may end up with a TikTok that is entirely not in sync with the brand messaging and campaign goals.
If the influencer is going to work with a scriptwriter or a director to shoot the video, make sure that they also attend the pre-production meeting so that all the stakeholders are on the same page about what needs to be done.
The pre-production meeting is also the best time to discuss whether you will be editing the video in-house using an online video editor or will the influencer edit it on their own.
Be specific about what you want to accomplish
If you want a TikTok influencer marketing campaign that delivers results, you need to communicate what you want. While micromanaging is never encouraged, a lack of clear instructions on your part may hold the campaign back from reaching the goals you want to achieve.
Start by communicating your vision to the influencer and giving them a clear idea of what audio and visual elements you expect in the final video. You can even provide a few points to be covered in the script so that the execution is not the opposite of what you’d expected.
Providing a list of relevant hashtags is a good idea so that the influencer can use them while creating the caption for the video. Lastly, specify the milestones and deadlines for the deliverables so that the campaign runs smoothly.
Don’t ignore the existing influencers you know
If you are already working with influencers on other social media platforms such as Snapchat, Instagram, or YouTube, check whether they are active on TikTok. If your existing influencer matches the kind of demographics you are targeting, it may be worth continuing working with the same person rather than approaching someone who you don’t know.
Stress on exclusivity
If the influencer ends up representing your competitors within days or weeks of the collaboration, it may weaken your brand’s position. To avoid such hassles, outline a time frame during which the influencer cannot engage or work with the competitors in any capacity.
Launching a TikTok influencer marketing campaign is easier than you think
Even if this is your first time working with a TikTok influencer, you can make the most out of the collaboration, provided you can show an authentic connection between the chosen influencer and your brand.
The influencer trend is here to stay, and leveraging it in the right way can be a gamechanger for your business. You could also consider this approach for Instagram. Check out this blog to learn how creators seek sponsors for Instagram posts.
Author: Ritika Tiwari is a tea-loving freelance writer from India who quit her comfy tech job to become a full-time writer. She specializes in tech, B2B, digital marketing, and SaaS writing.