2024 Information to Profitable Campaigns

tiktok influencer marketing

Influencer advertising and marketing works: when a trusted supply tells us that one thing is nice, we’re inclined to wish to attempt it out. It’s like when your cool cousin recommends a brand new restaurant or your greatest pal gained’t shut up about the spin class that’s modified their life.

Influencers have an actual affect, particularly on TikTok, the place creator partnerships and advert campaigns run the advertising and marketing world. In accordance with an eMarketer forecast, influencer advertising and marketing spending within the U.S. will attain nearly 6 billion {dollars} in 2024.

To ensure that your model’s advertising and marketing {dollars} are well-spent, right here’s all you should find out about easy methods to discover and work with TikTok influencers. Spin class-wise, you’re by yourself… we’re busy that day.

Bonus: Get a free TikTok Progress Guidelines from well-known TikTok creator Tiffy Chen that exhibits you easy methods to acquire 1.6 million followers with solely 3 studio lights and iMovie.

How does TikTok influencer advertising and marketing work?

TikTok influencer advertising and marketing is a sort of social media promoting. A TikTok influencer is a creator who has a considerable and engaged following on TikTok. This may vary from nano-influencers with lower than 10,000 followers to mega-influencers with a couple of million followers.

Influencer advertising and marketing happens when a model exchanges cash, items or companies with a creator in trade for promotion on the creator’s TikTok channel. Manufacturers do that as a result of an influencer influences (duh) their followers, and promotion on an influencer’s channel ought to result in extra sales for the model.

Take this marketing campaign from cosmetics model Milk Make-up with TikTok magnificence influencer Dasia Janae, for instance.

The model and influencer will typically make a deal—for instance, posting a sure variety of TikToks in trade for a sure amount of cash. Typically there’s affiliate marketing online concerned, too.

TikTok influencer advertising and marketing greatest practices

It’s time to make a plan. Right here’s a information to observe when getting began with influencer advertising and marketing.

Perceive your viewers

Who’re you advertising and marketing to, anyway? Understanding the pursuits and desires of your viewers is a vital first step to take if you wish to arrange profitable influencer advertising and marketing campaigns.

To see who you’re reaching on TikTok, dive into your TikTok analytics (Hootsuite might help make sense of the numbers) and take a look at the gender and placement breakdown of your viewers. You may even see what time your followers are probably to be on-line—take word so you should use a scheduling device to publish your TikToks at the very best instances.

Considering of your viewers as a homogenous group isn’t very helpful relating to designing campaigns, although—attempt creating purchaser personas to get a selected concept of some imaginary people that would make up your target market.

In case your present TikTok following doesn’t fairly match up with the viewers you’re searching for to draw, take into account rethinking your TikTok advertising and marketing technique. Partnering with the right influencer ought to assist… let’s transfer on to step two.

Discover the suitable influencers

Bookmark this step. Print it out and body it. Get it tattooed in your brow (backwards, after all, so you’ll be able to see it whenever you look within the mirror). Pinpointing the suitable influencer on your model will make or break a advertising and marketing marketing campaign, and it’s essential that you simply do thorough analysis earlier than agreeing to hitch forces. This isn’t Love Is Blind.

And also you don’t have to blindly scroll to seek out the suitable candidates, both. There are companies specializing in connecting manufacturers with creators (The Affect Company, The Shelf, and Single Grain are a couple of) and influencer databases (like Brandwatch and Upfluence). Plus, you’ll be able to seek for influencers on TikTok’s creator market, too.

The extra followers and attain an influencer has, the more cash they’ll cost to create content material—however you probably have a smaller advertising and marketing funds, you’ll be able to nonetheless collaborate with nano- and micro-influencers. In reality, partnering strategically with a couple of nano-influencers could make a major distinction in your model’s attain.

It’s not all concerning the follower depend—take note of the influencer’s engagement fee to ensure that their viewers is genuinely connecting with them.

Set objectives

This step could be carried out even earlier than you begin reaching out to influencers. Brainstorm particular objectives you’d like to succeed in along with your marketing campaign—are you attempting to realize a sure variety of followers? Make a sure variety of gross sales? Perhaps you’re gearing up for a product launch and desire a ton of TikTok customers to enroll in a giveaway.

Not your entire objectives have to be quantitative, both. For instance, making significant connections with the influencer’s followers and even establishing a optimistic relationship with the influencer themselves needs to be apparent objectives.

Be clear on expectations

Transparency and readability is vital relating to any enterprise settlement, and particularly vital relating to the ever-changing social media panorama. Setting express expectations and coming to a transparent settlement with a content material creator will assist to ensure that neither social gathering is disenchanted ultimately outcome.

It might assist to seek out examples from different campaigns from manufacturers or influencers you’re keen on (hey, later on this blog publish, we just do that) to offer the creator an concept of what you’re anticipating.

Be direct about what you’re providing (cash, merchandise, and so forth) in trade for the marketing campaign, and make sure you perceive what kind of content material the creator will produce. Do you anticipate the creator to ship metrics that present how properly the marketing campaign performs? Allow them to know. If you wish to see and approve the content material earlier than it goes reside, be clear about that course of, too.

Collaborate with the influencer to create the content material

Keep in mind that creators are artistic, and that partnering with an influencer means they nonetheless have management over their very own content material. If you happen to simply need somebody to learn off a script, you’re higher off making an advert.

You may present the influencer with basic tips, however keep in mind that they’ve a model picture, too, and their followers love them due to the content material they often publish. The creator’s character is an asset to what you are promoting, and the marketing campaign ought to have fun the influencer’s model as a lot as your personal.

Monitor your success

The work isn’t carried out when the marketing campaign goes reside. Now’s the time to tug up these TikTok analytics, measure your web site site visitors and see what affect the influencer advertising and marketing really had in your companies. You could wish to create a report back to reveal the marketing campaign’s success.

Like many issues within the social media universe, TikTok influencer advertising and marketing isn’t a precise science (possibly the algorithm is doing you soiled—right here’s easy methods to hack it). Work out what labored and what didn’t, and use what you’ve discovered to make your subsequent partnership even higher.

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10 prime TikTok influencers of 2024

Until you’ve received that Coca-Cola cash (Pepsi cash can also be okay), you most likely gained’t be partnering with the most-followed influencers on the planet—however you’ll be able to study from them and the manufacturers they work with.

You could not see these influencers in your FYP fairly often (that’s as a result of TikTok’s algorithm exhibits you movies it thinks you’ll like, and your particular pursuits could not align with their area of interest—in any case, you’re distinctive and particular and never like different customers), however they’re nonetheless on prime relating to follower depend, and their methods set a regular for contemporary influencer advertising and marketing.

1. Khabane Lame (@khaby.lame)

This Italian creator’s humorous scorching takes have rocketed him to stardom on TikTok. His lighthearted comedic edits and response movies have amassed him 161.4 million followers (fairly spectacular contemplating he nearly by no means speaks… however facial expressions are common, which most likely helps along with his world enchantment in any language). Sprinkled all through his traditional comedy TikToks are advertising and marketing partnerships with large manufacturers, like this one with Pepsi.

2. Charli D’Amelio (@charlidamelio)

Charli D’Amelio might be probably the most iconic Gen Z influencer in North America (search for her sister afterward this checklist too). The now 19-year-old first gained traction on the social media platform by posting dance movies, and her TikTok account is now made up of lip syncs to trending sounds, glam movies from a-list occasions and photograph dumps. She has 152 million followers, an enormous potential viewers for her model companions like Be Completely satisfied Snacks.

3. Bella Poarch (@bellapoarch)

Persevering with this streak of Gen Z TikTok stars is Bella Poarch, who has 93.9 million followers. She’s held the title of the most-liked TikTok of all time for a number of years (over 64 million on her “M to the B” video) however she’s diversified considerably past face-wriggling now. Her content material ranges from lip syncs to promotions for her music to model collabs with skincare, style and life-style manufacturers: right here’s one with Vans.

4. Addison Rae (@addisonre)

This creator additionally discovered fame in dance movies on TikTok. These days, her 88.6 million followers are on board for behind-the-scenes content material from the music and films she’s making, slice-of-life movies and beauty- and fashion-related vlogs—for instance, this collab with Ilia Magnificence.

5. Zach King (@zachking)

Zach King has the most-viewed TikTok of all time (2.3 billion likes for Gryffindor!) and has amassed 81.2 million followers. His channel is stuffed with particular results, mind-boggling stunts and different magical content material, in addition to collaborations with firms like Royal Caribbean and Netflix.

6. Dixie D’Amelio

Proper behind sister Charli is Dixie D’Amelio, one other dancing queen. She has 56.4 million customers following her enterprise ventures (she and Charli launched D’Amelio footwear in 2023), photoshoots and lots of model collabs. Right here’s a marketing campaign she did with Takis that basically leans into her legendary older sister standing.

7. Spencer Polanco Knight (@spencerx)

This creator earned his 54.8 million followers by way of what he calls “mouth music”—his spectacular beatboxing movies vary from tributes to well-known musicians to alien-inspired beats to gaming-related content material. On the gaming facet, there’s been loads of alternative for advertising and marketing collabs, too, like this one with Name of Responsibility.

8. Michael Le (@justmaiko)

The gals aren’t the one ones dancing on TikTok: creator Micheal Le’s easy strikes have earned him 57.1 million followers. He additionally does partnerships with manufacturers like PUBG Mobile.

9. Hiroaki Nakabayashi (@bayashi.tiktok)

Hope you’re hungry. 54.2 million customers observe Japan native Hiroaki Nakabayashi’s outlandish cooking movies for the mouthwatering visuals and satisfying ASMR. His collaborations are appropriately food-related, like this one with Coca-Cola.

10. Loren Grey (@lorengray)

Loren Grey was the most-followed particular person on TikTok within the 2019-2020 period and as we speak stays on the very prime of the social community’s hottest creators (she has 53.9 million followers). Now, most of her content material is made up of humorous relatable movies—hey, who hasn’t pooped their pants as an grownup—or movies associated to her music profession. Manufacturers that she has collaborated with currently embrace Veyes Magnificence and Tamagotchi.

@lorengray actually hooked on my Tamagotchi Uni 💫 that is the primary @Tamagotchi device to have the Tamaverse! my character can buy groceries, journey, and extra! i get to lift a unitama that’s one-of-a-kind with totally different personalities and numerous equipment. get yours at @goal and @Amazon ! #TamagotchiUni ♬ unique sound – Loren Grey

Oh, and don’t overlook the tremendous bizarre but profitable TikTok marketing campaign with State Farm talked about later on this weblog publish. Maintain scrolling.

5 examples of profitable TikTok influencer advertising and marketing campaigns

What does nice influencer advertising and marketing appear to be? As a substitute of telling you, we’ll present you (very like Alix Earle does with mascara).

L’Oreal’s partnership with Alix Earle

Creator Alix Earle has a whole lot of beauty-related movies on her channel, and lots of of them are partnerships with L’Oreal. The TikTok under has over 7 million views, nearly 200,000 likes and a whole bunch of feedback—together with feedback like “Now THIS is the way you do a mascara advert” and “The transformation is loopy it appears so good.”

Why this works:

The video clearly demonstrates the standard of the product—present, don’t inform

It begins with a hook (“I by no means swap out my mascara, however…”)

The influencer replies to feedback asking concerning the mascara, persevering with to have interaction with followers in conversations that promote the product

Poppi’s partnership with Emily Mariko

This fridge restock video by Emily Mariko closely options the soda model Poppi. With hashtags #PoppiPartner and #SodasBack, all indicators level to influencer advertising and marketing. The video has 24 million views, over 300,000 likes and 1000’s of feedback.

What’s nice about this marketing campaign is it doesn’t actually really feel like advertising and marketing. This appears and feels identical to each different video the creator makes, it simply occurs to function a selected product.

Why this works:

The video clearly exhibits the product—the model is entrance and heart

The kind of content material nonetheless matches with the influencer’s common ASMR-style restocking movies

It’s satisfying to observe, if not significantly sensible (who has a whole shelf of soda of their fridge?)

T-Cell’s #TMobilepaidmeforthis campaigns

Whereas some manufacturers attempt to be sneaky with influencer advertising and marketing, T-Cell is taking a special method with their partnerships labeled #TMobilepaidmeforthis. It’s a literal and clear disclosure of the deal that the model has made with the creators. Listed below are a couple of examples, from Gen Z influencers to senior TikTokkers.

Why this works:

The content material is conspicuously labeled as paid, so the marketing campaign feels clear and genuine

In most of those movies, the branding isn’t tremendous in-your-face (the model identify is talked about however not dwelled on an excessive amount of)

The content material feels true to every particular person creator; there isn’t a one-size-fits all method and every influencer’s video feels true to them

Get Your Information’s partnership with Joe Ando Hirsh

This Titanic-referencing video is a collaboration between creator Joe Ando Hirsh and Get Your Information, a tourism firm. It’s a humorous tackle advertising and marketing that entails creator Niamh Adkins, too.

Why this works:

The video is geared in the direction of a distinct segment market—introverts—that makes use of TikTok closely

It’s not too severe (see: off-key DIY background singing)

Two influencers are higher than one; this video promotes the model to the audiences of each creators

State Farm’s theme track collab with Loren Grey

Okay, this one’s a giant swing… however it seems to be touchdown. State Farm took influencer collaboration to the acute in releasing this “theme track” with Loren Grey (who you’ll acknowledge from the aforementioned checklist of the world’s most-followed influencers).

Is it odd for a really trendy Gen Z creator with tens of millions of followers to be singing for an insurance coverage firm? Sure, however the reception has been fairly optimistic (feedback embrace “Ngl this sounds good” and “this goes onerous” and “okay state farm pop princess”).

Oh, and there’s a dance problem involving a ton of different common creators, too.

Why this works:

State Farm actually invested on this collaboration; it’s clear there was a whole lot of money and time put in to the marketing campaign

The dance problem additional promotes the model and generates much more buzz across the track

The track is… really fairly good? We expect?

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