Does TikTok influencer marketing generate sales? [2023 Guide]

Influencers are undeniably a key part of your marketing strategy on TikTok.

In addition to sharing authentic and entertaining content, they managed to federate an ultra-engaged community and create real proximity with their subscribers. According to a study, 84% French people aged 15-24 follow influencers, where they seek not only to have fun, but also to learn and discover new brands.

Today, all marketing managers know thatintegrate an influencer marketing campaign Maybe a powerful lever to boost their brand awareness.

But does it also allow of generate sales and ensure a return on investment?

That's what you're going to learn in this article!

We explain to you how boost your sales thanks to TikTok influencers and how to measure the impact of these collaborations on your turnover.

What impact do influencers have on sales?

A recent study conducted by StudioFY looked at the impact of influencers on the buying decisions of their subscribers. And the numbers are indisputable. 78% of the people who answered say that content creators are indeed making an impact about the products or services they consume.

For 87% of them, the fact that an influencer promotes a product on their TikTok account Makes them want to learn about the brand. Even more interesting, 74% go so far as to buy the product whose creator praised.

Contrary to what one might think, and despite the multiplication of partnerships between influencers and brands, consumers have never tired of this type of content. Quite the opposite!

Product placements are liked by 71% of TikTok users (provided they provide relevant information and in an entertaining format). French users are also sensitive to transparency, and prefer creators who clearly display their partnerships.

But why is influencer marketing so effective?

There are a number of reasons for this.

By working with TikTok influencers, you can benefit from their ability to reach a large audience and influence their opinions and buying behaviors. And by creating strategic partnerships with the right influencers and creating compelling content, you can reach the right audiences and thus stimulate product sales, while strengthening your reputation on the TikTok platform.

But remember that collaborations between brands and influencers also offer several advantages compared to traditional marketing: 

• Product placements are more engaging than traditional advertising because the content produced by influencers is authentic and respects the codes of the platform;
• By collaborating with an influencer, you reach a targeted audience, already interested in your niche and therefore in the products you sell;
• Users do Trust influencers more than brands. Their recommendations therefore work a bit like word of mouth and therefore contribute enormously to strengthening your brand image and credibility.

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How do you use TikTok influencers to drive sales?

Setting up a TikTok influencer marketing strategy can be extremely beneficial, provided you Use an influencer whose personality and content match your brand

Luckily, there are a few sure-fire ways to maximize its results in its influencer marketing campaign. Here's where to start:

1. Diversifying the profile of influencers with whom you collaborate

The influencers you work with are going to have a huge impact on your TikTok campaign.

The key is not to target the creators who have the most subscribers.

You may even get less engagement than micro-influencers which are followed by a much more targeted community, and therefore more qualified to engage with its content.

Depending on your goals and your budget, you will also be able to Expand the profile of your influencers, and therefore the TikTok communities you want to reach. Of course, if you sell makeup, your first choice will be to collaborate with beauty influencers, who have solid expertise in this field and are followed by users who are interested in makeup.

But keep in mind that Generation Z is extremely eclectic in these areas of interest and the content she consumes. A more diversified campaign, which activates influencers in other niches, will allow you to broaden your impact and establish yourself as a more inclusive brand.

2. Focus on emotion for your influence campaign

The main reason why influencers generate more sales than a typical advertising campaign is because“They inspire confidence. But how can we make users of the social network feel this state of trust? Without your efforts having the opposite effect. At the risk that the tone of your partnership is too commercial, and therefore not very suitable for the content that TikTok users are used to.

The best way to keep TikTok users' attention isn't selling points, it's emotions.

It is the emotion that generates commitment.

You should seek to create a feeling of authenticity and connect with users in a human and sincere way. When building your influencer marketing strategy, focus on the emotion your campaign exudes and imagine how resentful you would be if you stumbled across it by chance on the TikTok app.

For example, when the macro-influencer Johan Papz collaborates with Booking, he does not boost bookings on the company's website by insisting on the standing of his hotel or the guarantees offered by the platform. The concept of this video is to share her vacation adventures without filters in the form of a vlog. It thus makes its audience want to get away from it all. and “living your best life” on the other side of the world. And it is by creating this atmosphere, that users feel the need to escape, to travel and finally to use the Booking platform to be able to do so.

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3. Encourage user participation

A marketing campaign, regardless of the communication channel you use, is generally thought of as a conversion funnel : that is to say the path taken by the potential customer from discovering your brand, their first interaction to the sale.

But when you collaborate with influencers on TikTok, you're not creating a funnel, but rather a loop. 

Indeed, the platform's algorithm suggests the content that it considers most interesting to its users in their “For You” feed. This means that your partnership will not only be visible to the influencer's followers, but to a much larger audience.

An excellent way to boost the visibility of your partnership, and therefore its impact on your sales, is toencourage participation. For example, you can launch a challenge around your product, create a special filter or organize a competition in order to win gifts.

Not only does it allow you to increase your reach by touching the circle of people who follow each of the participants. But the more engagement your content generates, the more it will be promoted by TikTok!

How to measure the impact of an influencer campaign on TikTok?

Although the engagement generated by influencers is undeniable, it is often difficult to measure.

However, it is absolutely vital to be able to estimate the impact that each of your collaborations has on your brand in order to assess your ROI (Return on Investment) and refine your strategy.

As already explained, the impact of influencers is twofold. It creates awareness/trust in your brand and generates sales.

If awareness is difficult to measure (in addition to engagement on the influencer's publication, the number of new subscribers on your TikTok account or the volume of searches on your brand), The volume of sales generated by a collaboration is much easier to track.

There are several methods to measure the conversion rate of an influencer campaign. The easiest way isassociate an exclusive promotional code for each influencer in order to be able to easily calculate the number of potential leads it generated. Finally, brands are increasingly preferring posts that allow you to include tracked links to your site or product page.

Influencers have a real impact on sales

It's undeniable, influencer marketing is an extremely powerful acquisition channel for your brand!

Collaborating with TikTok influencers will allow you to gain visibility and differentiate yourself in an increasingly competitive market.

However, it is by conducting regular partnerships that you can really boost your sales. The success of influencer marketing based on authenticity, the partnership between creators and your brand should preferably be long-term.

If you want to set up a TikTok campaign and activate the best influencer profiles for your brand, our influencer marketing agency can help you reach your business goals. Contact us.