TikTok is the hottest social media platform right now. The channel has more than one billion users and is the most downloaded app in 2021. Most importantly, it’s popular with Gen Z — if they are your target audience, you should be on TikTok right now!
Connecting with TikTok users can be difficult, especially if you’re new to the platform. That’s why brands turn to influencer marketing agencies to promote their products to the loyal audience of an influencer. But with thousands of influencers to choose from, selecting an influencer that matches your style and audience isn’t easy. This guide shares valuable tips on how to identify the best TikTok content creators for your campaigns.
Why Do Brands Need To Identify The Right Creators?
Your choice of influencer is crucial if you want to reach an audience interested in your products. TikTok influencers are known for their unique niche and the type of content they create. For your TikTok influencer marketing to succeed, you need to choose an influencer whose followers match your target audience. They also need to operate in your space to ensure the messaging is authentic and relatable.
For example, it isn’t advisable to choose a popular fitness influencer to promote your kitchen products. Of course, the influencer may have many followers to ensure your messaging gets to many people, but everything they say about your products will feel fake. This is because the influencer isn’t an expert on kitchen products, and the huge following they have amassed is because of their expertise on another subject matter. Therefore, the fans will feel cheated and fail to connect with your messaging.
Still, on the issue of numbers, there’s this misconception that influencers with the largest following are the best. And this couldn’t be farther from the truth since the number of followers isn’t always synonymous with quality and efficiency. An influencer may have millions of followers, but only 2,000 could be relevant to your target audience. When you work with such an influencer, they will charge you for all their followers and not “the 2,000” interested in your products. This is clearly a waste of resources, and you’re better off choosing and working with a micro-influencer with 5,000 followers, of which 80 percent match your ideal customer!
Another reason to be careful when choosing an influencer is that creators represent your brand’s identity. An influencer with a lousy reputation transfers that reputation to your brand when collaborating with them on a campaign. For example, consider a brand that produces organic food and promotes respect for the environment and animals. Collaborating with a TikTok creator who promoted fur coats in the past could generate negative feedback and mistrust in the brand’s true values. There’s no one-size-fits-all approach to creating a stellar influencer marketing strategy, but with the proper planning and research, just about every business can benefit.
Pick Your Next TikTok Creator!
Don’t land on TikTok and select the first influencer with a large following you come across for your brand marketing. Picking the right content creator is a delicate process that needs careful consideration. Use these tips to identify rockstar content creators that will take your business to the next level.
1. Know your audience
Like any other digital marketing campaign, you need to understand your audience before you begin any campaign. Who are the people you are targeting with your products? What are their characteristics? What marketing content appeals to them? Which pages do they browse when online?
The answers to these questions will help you learn more about your audience. You will learn what interests them and how best to connect with them online. Most importantly, you will know the type of content creators they appreciate that you can reach out to for collaboration.
TikTok influencer marketing works by appealing to audiences through the individuals they aspire to be. Understanding your audience will help you discover who these role models are and ensure that your promotional content gets a high conversion rate when they share it on their profiles.
2. Identify creators based on engagement
You know something is wrong when an influencer has many followers but very little engagement on their content. Social media marketing isn’t just about follower count and content views. You want people to engage with your content too. That’s why you should take time to calculate an influencer’s engagement rates. Don’t let their follower count distract you — it can be faked!
You can calculate engagement rates in 2 ways:
Do it yourself – Follow the likes, comments, shares, and views.
Analyze the creative and promotional content on their profiles to see a significant drop in the engagement rate when they post marketing content.
Use a TikTok calculator
Influencer marketing software has made it easy to calculate an influencer’s engagement rate. All you have to do is type the creator’s name to get all the valuable analytics. Exolty, Grin, and inBeat are some of the free TikTok calculators you can use right now.
3. Choose authentic content creators
Authenticity boosts TikTok influencer marketing. Users connect better with content that feels real. For this reason, you need to choose an influencer that matches your style to ensure your promotional content feels authentic when they publish it on their profiles.
Good content emotionally connects the audience with the brand. To ensure you’re working with an authentic creator, research their profile to learn more about the content they post. Their content should be unique and targeted to the audience’s needs. Through this, creators form a loyal audience base for the brand.
When such an influencer promotes your brand to their followers, you can be sure to gain valuable impressions that could result in a purchase. This is because they trust the influencer’s recommendations and believe everything they say to be true and factual.
Now you too can take your business to the next level with the best use of TikTok Marketing. Get valuable tips on connecting with your target audience using authentic content from our blog!
4. Research the creator’s reputation
The creator you choose to work with should have a good image in the public eye. Your brand’s image shall be reflected through the creator, so if the creator has a negative image, it will be reflected in the brand. You wouldn’t want to work with influencers with a lousy reputation since this could give you a bad name. They shouldn’t be tied to any controversies nor involved with online feuds with other social media users.
Look at the comments on a potential influencer’s post to see what users have to say about them. Are the engagements friendly or confrontational? How does the influencer interact with their fans? The nature of the engagement will let you know how the influencer relates to their followers.
Besides reviewing the comments on their posts, you should also search for the creator’s name in a hashtag format, this will give you a perception of what the public thinks about the creator. A positive hashtag shows that the online community appreciates that influencer. A negative one reveals that they are NOT the right pick for your TikTok influencer marketing campaign.
5. Analyze creator’s progress
When you settle on a creator, you should regularly analyze their progress to see if they bring any tangible benefits to your business. An influencer is supposed to boost your brand awareness and grow your sales. By tracking their promotional efforts, you will know if the creator is a worthy investment or not.
So, make sure you have a way to track what the influencer is bringing to the company. Give them a unique coupon code, and track how that particular influencer’s promotion performed.
Content creators with an intimate connection with their fans will generate good sales for your business. This is because the followers trust their recommendations and are happy to try the products they recommend.
Tracking the creator’s progress will also help you ensure they are following their contract terms and conditions. This will ensure that deliverables and deadlines are adhered to as outlined in the agreement.
Unleash The Power Of TikTok For Your Brand!
TikTok’s rapid growth makes it the perfect platform to connect with a young audience who knows what’s next. While most brands don’t have a strong following on the platform, many people do – influencers.
TikTok influencer marketing is an effective way to get in front of your target audience. Influencers make it easy for your brand to reach a specific demographic through a voice the audience trusts. The strategies mentioned above will help you identify the best content creators for your marketing.
Atisfyreach, our AI-driven platform, is redefining the influencer marketing space by offering AI-driven solutions that automate the entire influencer marketing workflow. The platform’s AI-driven algorithm matches brands with the ideal influencers based on the campaign’s goals – be it an increase in brand awareness, more engagement, or boosting revenue at scale.
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