The different categories of influencers on TikTok

The emergence of influencers on TikTok is growing.

What makes the app such a magnet for content creators ?

First of all, the TikTok platform is the fastest growing in the world. Indeed, Generation Z represents more than half of TikTok users and they contribute considerably to the development of the application for sharing short videos.

Generation Z TikTokers don't just download the platform and consume lots of videos. They create content. 83% users have posted a video themselves. Logically, this demographic group started creating content, hoping to achieve success on TikTok and federate a community.

Today, TikTok is becoming more and more important for brands and this is due to its majority user base of Gen Z, but it is not It's not always easy to identify it. Influencer marketing can be the solution to this problem, since Gen'Z also trusts influencers more than traditional ads.

But before Get started in influencer marketing, you need to understand what are The different categories of influencers on TikTok.

Why are influencers on TikTok?

Globally, an average of 64% of TikTok users says they can be themselves on TikTok. While an average of 56% of TikTok users says they can post short videos that they wouldn't post elsewhere.

TikTok codes are different from other apps. Content creators focus on spontaneity and authenticity. You have the feeling of being really in their life, of understanding their personality. This creates a natural link and a very strong proximity with their audience.

Logically, TikTok's engagement rates are record. More than 44% Of Generation Z said to have made a purchase following the recommendation of an influencer. Influencers on TikTok can recommend a brand as if they were recommending it to their friends. Product placements no longer sound like a commercial speech, but more like sharing a good plan.

There is a real relationship of trust that can be established between the influencer and his audience. However, this proximity and simplicity are very valuable for a content creator.

Users, as well as content creators, were rather tired of Instagram's codes, which were considered too superficial and essentially based on appearance. On TikTok, it's about being.

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The different categories of influencers on TikTok

It exists a variety of TikTok influencers. We can tell them apart according to their number of subscribers, their favorite theme and their objectives.

It is necessary to carefully choose the type of influencer that matches your values in order to guarantee a successful TikTok influencer marketing campaign!

But with moreOne billion With monthly active users on the TikTok platform, it's hard to know which social media star will help you become a viral brand on the platform.

So that your TikTok influence campaign be better, it is imperative to choose influencers carefully, so that they can talk about your brand through authentic video content that fits their universe.

So we are going to detail the different types of influencers that exist, by subscribers, by niche and by goals.

What type of TikTok influencers for your brand?

Types of TikTok influencers by followers :

There are 4 main types of TikTok influencers, commonly defined according to The size of their community : Nano, Micro, Macro, Mega

Influencers are given different audience sizes, from nano to mega. But what's important to understand is that commitment and conversion What an influencer generates decreases when their visibility increases.

👉 Nano-influencers (a few thousand subscribers) therefore certainly have little visibility. But they generate a very good commitmentt and good conversion rates compared to the audience ratio they reach.

👉 Micro-influencers (a few tens of thousands of subscribers) generally lose a bit in conversion.

👉 Les Macro-influencers (a few hundred thousand subscribers) on the other hand, they are losing both in conversion and in engagement.

Finally, the very big influencers, called Mega or All Stars (several million subscribers), certainly generate a lot of visibility, but they engage and convert their audience much less. Among them, we sometimes find celebrities, or creators who have federated a large community.

Types of TikTok influencers by niche:

Beyond their level of influence, it is interesting to Understand in which niche of content belongs to an influencer. The aim is to look at its specific areas of expertise so that they coincide with your brand's business sector.

There are an infinite number of niches : sport, beauty, education, business, business, culture, food, fashion, music, lifestyle, etc.

Regardless of the niche in which your brand operates... You need to find influencers who produce content on this theme.

For your strategy, it is more appropriate to use influencers who are already established in your niche, because the content you will sponsor will necessarily seem more spontaneous and natural. Not to mention that his account, and therefore his videos, is already referenced under this niche and that it will be easier to implement your video under the right keywords.

Types of TikTok influencers by goals:

Once you've defined the size of the audience you want, as well as the niche of influencers you want to work with, you can focus on their goals.

What is the purpose of their account? Do they position themselves as opinion leaders, do they want to convey strong messages? Are they committed to certain causes?

Or conversely, do they produce more informational content, much like a journalist, without necessarily taking a stand?

It is important in The stages of your campaign To identify that The aim of the influencer's account also coincides with that of your brand.

How do you choose the right influencers?

In short, the right influencer for your campaign is an influencer whose the audience corresponds to your goals : do you want to convert visibility into customers, or generate maximum notoriety?

In addition, he must evolve in the same niche than that of your brand, to be credible for its audience, and to bring more weight to your marketing speech.

Finally, the aim of his account is also important, this will be reflected in the tone he uses, and in the Strength of the message that he will pass.

We must not forget that Authenticity is the trait key that people look for in the influencers they follow: 88% (from Gen'Z) says it's important for influencers to be authentic and genuinely care about their interests.

You got it, The choice of influencers is obviously key to launching a good influence campaign on TikTok. If you have difficulty finding your way around among the large number of influencers on the platform, do not hesitate to contact us Contact. We would love to talk to you about the right strategy to make your brand shine!