Influencer marketing on TikTok: what strategy for my brand?

We all know how big TikTok has become in the social media platform market, especially thanks to the emergence of influencers and content creators, which offer the platform additional attractiveness to brands.

The social application has now become essential for influencer marketing (alongside Instagram, Snapchat and YouTube), as an advertiser who wants to reach the Generation Z.

It is necessary to know that more than half of Gen Z consumers are on TikTok, and more than 44% say they have made a purchase following the Influencer recommendation. Content creators have therefore become real marketing tools.

The time has come for you to understand and master influencer marketing to stand out as a brand on TikTok. 👇

What is influencer marketing?

Influencer marketing is a type of marketing that Uses content creators on social networks. Brands will thus pay influencers to produce content about their goods or services.

The main interest of this form of marketing is: The authentic look that the influencer brings to the brand's commercial message. This therefore makes it possible to promote products or brands more naturally and to reduce the “mistrust” that users may have with respect to advertising content. This is due to the relationship of trust that the influencer maintains with his audience.

The use of influencer marketing can be found on all social media platforms, but it's good TikTok taking the lead in the pack.

The application saves a higher average engagement rate that Instagram and YouTube combined; a success that is due to the nature of its videos, its algorithm and its consumers; generation Z.

The advantage of influencer campaigns on TikTok is thatthey don't disrupt the flow of the user experience. Indeed, they do not appear as advertisements to users. These are formats that blend with the rest of the platform's native organic content and therefore allow for better integration of the commercial message.

Not to mention that TikTok is a medium that promotes authenticity, which generates trust for its users. 53% of TikTok users say they trust others to be themselves on the app. Brands and influencers can take advantage of this to build relationships with their followers.

What is a TikTok influencer?

A TikTok influencer is a person who Create videos on the TikTok app on a regular basis and which has a community of subscribers and an engaged audience. There are various sizes and categories of influencers on TikTok.

• Nano-influencers: they generally have a few thousand subscribers, between 1,000 and 10,000.
• Micro-influencers: they are followed between 10,000 and 50,000 people.
• Macro-influencers: they have between 50,000 and 500,000 subscribers. It is generally considered that macro-influencers are passionate about creating content and have been able to federate a community over time, which gives them a certain reputation.
• The mega-influencers: often come closer to celebrity status, because are known by a very large number of people.

Beyond these rankings, an influencer is simply, by nature, someone who hasinfluence on its audience, whatever it is. Their relationship with their community is key; 66% Generation Z people trust influencers. This means that the message of their TikTok content reaches a large number of users who are really conducive to considering their recommendation.

In addition, an influencer is someone who masters the codes of social networks, so he will know how to produce formats that are likely to perform. This last part is all the more important on the TikTok platform, because the codes of this social network are very specific. Produce “native TikTok” content is essential for them to work. Collaborating with influencers therefore assures you that the videos produced will be adapted to the social network.

Why does your brand need TikTok influencers?

Generation Z has a purchasing power of over $140 billion and more Of 60% of TikTok users belong to this same generation. Which in fact the ideal platform and audience for influencer marketing campaigns.

Generation Z is also very receptive to influencer marketing for its purchasing decisions It is a particularly interesting characteristic considering its distrust of traditional marketing channels.

Influencers know the best ways toengaging their community. They are used to producing content that is intended for them. So they will know how to address their audience to talk about your brand on TikTok.

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Why is influencer marketing on TikTok important?

Influencers have the ability to bring your influence marketing strategies to life. As we could see in our article on The best influencer campaigns on TikTok, brands like PHLUR, were able to make their perfume viral thanks to TikTok videos that perfectly illustrated their communication.

In addition, it is important to know that there are numerous different types of collaborations with content creators.

The most common are the following:

• Creating a video and publishing it on their TikTok account
• Creation and publication of the video, and access to a boost code to boost the Spark Ads format on the platform. This allows the format to reach more audiences, not just the influencer audience.
• Creation and publication of the video, and the right to use the video for your marketing materials. This allows you to exploit content produced by a typical consumer (the influencer) for your campaigns on social networks, but also on your site, etc.

So influencers are a key marketing tool to reach Generation Z. Your marketing strategy should focus on influencers as brand ambassadors and content creators. To know how to set it up, read our article on 5 steps to succeed in your influence campaigns.

TikTok influencers: An effective marketing strategy

In short, if your influence campaigns are well carried out, influencers can therefore be consumers who are ambassadors of your brand, who spontaneously share with their audience the messages you want to communicate.

Therefore, it is essential to choosing the right content creators in relation to your niche and to think carefully about the messages you want to send. However, be careful to let influencers produce the content they think is most appropriate. At the end of the day, no one knows the target audience better than the people who brought them together!

And if you are not sure of mastering this environment, the best thing is to be accompanied by our TikTok influence agency, do not hesitate to fill out our contact form if you want to discuss it!