TikTok has redefined what viral content means. It's not just about the exposure; it's also the type of audience you can reach — young, vibrant, and ready to explore new brands.
By combining this emerging social media channel with an innovative marketing strategy like influencer marketing, businesses can reach younger markets with growing spending power. In fact, the Statista Consumer Insights Global Survey 2023 found that compared to other age groups, Gen Zers are more likely to have bought products because an influencer advertised it.
This makes tiktok influencer marketing a must-try strategy for brands targeting Gen Z and TikTok the place to implement it. To unlock the true power of this space and strategy, you need to collaborate with the right creators. Here are the three main boxes that potential TikTok influencers must tick before you onboard them:
Their Audience Must Align With Your Target Market
The influencer's audience should mirror your target market. For instance, if you’re targeting mostly Canadian women in their early 20s who enjoy snowboarding, the same group must engage with the influencer’s content.
The emphasis is on engagement. Look beyond vanity metrics like the number of followers and deep-dive into the average number of comments, shares, and likes per video. A smaller, more engaged audience can often yield better results than a big but passive following.
As a matter of fact, Influencer Marketing Hub’s The State of Influencer Marketing 2024: Benchmark Report found that the majority of brands prefer working with smaller influencers. About a quarter work with micro-influencers, while 44% prefer nano-influencers, making it clear that brands that work with micro influencers & nano-influencers are finding success by targeting audiences that are highly engaged and niche-specific To tap into this group, brands must understand how to effectively find micro influencers whose audiences mirror their target market.
Aside from the fact that these types of TikTok influencers usually have better engagement rates, their rates are also more affordable. Plus, it’s easier to find smaller TikTok influencers on platforms like Vidovo.
They Must Share Your Core Values
In a space as creative and personal as TikTok, the power of authenticity becomes even more noticeable. Brands should seek influencers who resonate with their values and message. Put simply, influencers should have a genuine enthusiasm for your product or service.
For instance, if you’re selling vegan food products, influencers should be vocal about sustainability on social media. Partnering with one who lists deer hunting as a hobby will hurt your brand.
They Must Be Professional Communicators
Finding the right TikTok influencer for your campaign is as much about the numbers as it is about the human connection. It's this synergy between influencer and brand that can lead to truly successful marketing campaigns.
While creativity is important, so too is professionalism. Their style of communication should resonate with TikTok users, but reassure you of their commitment to your campaign's success. They're not just promoting a product; they're partnering with your brand.
Use a Platform to Find Influencers Matching Your Brand
To sum up, the right influencer will be one who shares your brand’s target audience and values. As you’ll need to filter according to audience demographics, niche, etc., it’s best to use a platform that has a database of content creators and robust filtering capabilities which will help you to find TikTok influencers in two ticks. For those wondering how to find micro influencers, Vidovo provides the tools and features to make informed decisions for your influencer marketing strategy.
Then, when you're ready to reach out, do so with clarity and transparency about your goals and expectations. Be open to their creative input. After all, they know their audience best and effective collaborations are mutually rewarding.
