The power of influencer marketing on TikTok

The pandemic saw the rise of social media channels to virtually interact and communicate with their target audience. Although TikTok has been around for a number of years, its presence grew, as it allows people to create engaging content about your brand, product, new product launches etc.

The algorithm for TikTok is a recommendation system that determines which videos will appear on your For You page, which are curated based off your interests and user interactions. This caused an influx of ‘viral’ videos, making the platform perfect for influencer marketing.

How to choose the best influencer for your brand

While it can be tempting to choose influencers based on high follower/view count, the key to success with influencer marketing, is working with influencers whose followers match your target market. It is always important to remember relevance, over reach.

Once you have decided who you want to target, you will then want to find popular influencers who appeal to the same niches as your primary target customers. These influencers will have the most suitable audiences for your goals.

1. Understand their audience

An effective influencer marketing strategy requires a defined audience. Once you understand who you are trying to reach, it is important to conduct an audience analysis on your chosen influencer(s).

This will reveal their audiences:

• Demographics (age, location, lifestyle etc.)

• Credibility (real people or bots)

• Values and interests

• Engagement.

2. Understand their values and metrics

It is vitally important that the influencers you choose align with the values of your brand. Before you reach out to them, review their page and any campaigns they have run in the past to understand the type on content they create and other brands they have worked with.

Once you are happy they would be a good ambassador for your brand, reach out to them to suggest a partnership. When preparing your pitch, provide information on the reason they would be a good fit, ensuring their values align with your company. If they are interested in working with you, ask for their media kit, which should contain key information about them, their audience size/demographics, analytics and possibly case studies/testimonials.

Next steps…

Once there is an agreement between you and your influencer, decide on your KPIs. Ensure you are monitoring the progress of your campaign to keep it aligned with your goals, whether that is to increase brand awareness, engagement or sales, it is important to see if the campaign was a success or not.

Having a better understanding of influencer marketing is a great way to quickly build your brand online and raise awareness among your target audience, once done correctly. If you would like assistance managing influencers for your social channels, reach out to the BDO Eaton Square Digital team via the button below.