How do I find and work with influencers on TikTok?

In 2023, influencer marketing caused a stir, and if you think it's still a fleeting trend, think again! Picture this: 67% of marketing pros increased their budget for influencer marketing this year, and guess what? They were right! Why?

Because 72% of them believe that the customers acquired through this strategy are simply incredible. You see where we're going with this, right?

But that is only the beginning of the story. The influencer marketing market will soon be worth more than 20 billion dollars in 2024! So, if you're still wondering if influencer marketing is right for you, prepare to be blown away.

Understanding the world of influencers on TikTok

TikTok is much more than just a short video app. It's a creative ecosystem where influencers have a unique power to influence opinions and purchases. The hashtag “TikTokMademeBuyIt” is an example, with nearly 50% of users making a purchase after seeing a TikTok video featuring a product. Influencers on TikTok are real stars and have a huge impact on consumer buying decisions, making them a powerful tool for brands.

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Source: Forbes.fr

The rise of micro-influencers

While big celebrities and macro influencers have their place on TikTok, the platform has also seen the rise of micro influencers. These creators typically have between 1,000 and 100,000 subscribers, but don't underestimate their impact. Micro-influencers tend to have a more engaged and authentic audience with a high engagement rate, sometimes reaching up to 10%.

This means they have an authentic and engaged audience, making them ideal partners for brands looking to build more intimate relationships with their audience.

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Ways to find influencers

Now that you have an overview of the TikTok ecosystem, how do you find influencers that match your brand? Here are a few popular methods:

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TikTok Creator Marketplace

TikTok offers its own platform dedicated to creators, known as the “TikTok Creator Marketplace.” It's a place where brands can look for influencers based on their niche, audience, and engagement. It's a great starting point for discovering potential creators.

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sources: Geekflare

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The Agencies

To facilitate this magical encounter between brands and TikTok influencers, numerous specialized agencies have emerged, including Utopia. As an agency specializing in influencer marketing on TikTok, we have access to an impressive network of influencers and we're ready to guide you through the exciting world of TikTok, where creativity meets influence for incredible results.

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Relevant hashtags

Hashtags are another way to discover influencers. Search for relevant hashtags related to your industry or niche, and explore the videos and creators who use them. It's an organic way to find influencers who are already interested in your field.

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If you want to know everything about the TikTok trends to follow, it's on this guidebook.

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Identify the right influencers for your brand

One of the crucial steps to a successful influencer marketing campaign on TikTok is finding influencers who are a perfect match for your brand identity and values. Here are some tips to guide you in this essential research:

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Understand your audience and goals

Before you start looking for influencers, it's essential to fully understand your own brand, target audience, and campaign goals. What are the messages you want to convey? What is the demographic of your audience? What results do you want to achieve? Once these key elements are defined, you will be better prepared to identify influencers who can help you reach your goals.

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Look for relevance

Relevance is the key to success in influencer marketing. You need to find influencers whose content is aligned with your niche or industry. For example, if you are a makeup brand, collaborating with an influencer specializing in beauty will have more impact than with a travel influencer. Make sure the influencer's style, interests, and values match those of your brand.

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Sources: Madame Figaro

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Use research tools and platforms

Luckily, there are plenty of tools and platforms out there to help you identify the right influencers. Some of these tools allow you to filter influencers based on criteria such as the number of subscribers, the demographics of their audience, their engagement rate, and much more. These tools include the TikTok Creator Marketplace.

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Analyze key indicators

Before choosing an influencer, take the time to analyze several key indicators:

• Age of audience: Check if the age of the influencer's audience matches your target audience.
• Location: Make sure the influencer has a follower base that is geographically relevant to your brand.
• Activity: See how often the influencer posts content and interacts with their audience.
• Engagement Rate: The engagement rate is a key indicator of the interaction between the influencer and their audience. The higher it is, the better.
• Average number of views: See the average number of views on the influencer's videos to assess their impact.
• Number of Subscribers: Of course, the number of followers the influencer has is important, but don't forget to consider other factors.
• Notoriety Outside the Platform: If the influencer has a significant presence on other platforms, this can strengthen their credibility and overall influence.

By following these tips and using the right tools, you'll be well equipped to identify influencers who are a perfect fit for your brand.

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If you want to get the best start, here is The guide to starting TikTok in 2024.

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Define a successful partnership

Once you've identified the influencers that fit your brand, the next critical step is defining a successful partnership. Here are the essential steps to establish an effective collaboration with an influencer on TikTok:

Clarify the goals of the campaign

Before entering into a partnership, it is essential to clearly define the goals of your influencer marketing campaign. What results do you want to achieve? This could be increasing brand awareness, reaching new audiences, increasing sales, or any other specific goal. By having clear goals, you can measure the success of the campaign more effectively.

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Source: ZDNet

Define success metrics

To assess the impact of collaboration, identify the specific metrics you will track. This can include the number of views, the engagement rate, the number of conversions, etc. Choose the metrics that best fit your goals and make sure the influencer also understands the key performance indicators.

Nature of the contract

A clear contract is essential to avoid misunderstandings. Define the nature of the contract, including the responsibilities of each party, the duration of the collaboration, and content expectations. Make sure the contract also covers legal aspects such as intellectual property rights and confidentiality.

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Source: Upfluence

Influencer remuneration

When it comes to remuneration for influencers, there are several approaches. You can choose to pay the influencer in kind (gifting), by inviting him to events or by offering him a pre-established amount. The method of remuneration will depend on the nature of the campaign and the value the influencer brings to your brand. Make sure compensation is fair and transparent.

The legal aspects

Remember to consider the legal aspects of the partnership. Define the duration of the partnership, specify if there is an exclusivity clause (the influencer cannot promote competitors during the partnership period), and specify what the brand can share as content generated by the influencer. These aspects are essential to protect the interests of your brand.

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Source: Coder.com

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Don't miss the ultimate guide to building a converting community on TikTok.

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Measuring success and optimizing campaigns

In the world of influencer marketing on TikTok, measuring success isn't limited to basic numbers. It is a complex combination of analyses and strategic adjustments to ensure an optimal return on investment. Here's how to deepen this analysis and optimize your campaigns with key metrics and expert strategies:

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Analysis of key metrics

When evaluating an influencer campaign on TikTok, focus on crucial metrics such as engagement rate, conversion rate, and return on investment (ROI). The engagement rate measures how users interact with your content, the conversion rate measures how many users took action (purchase, sign up, etc.), and ROI calculates the return on your marketing investment.

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Engagement and interaction analysis

Go beyond the raw numbers and analyze audience engagement. Comments, likes, shares, and interactions in general provide valuable information about how the campaign was received. The overall feeling expressed in the comments can also indicate whether your message is resonating positively.

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Understanding the audience

Use TikTok's analytics tools to better understand your audience. Identify demographics, content preferences, and interaction patterns. This data helps you personalize your campaigns to better target your audience.

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Source: Buffer

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Influencer feedback

Work closely with the influencer to get valuable feedback. Their intimate understanding of TikTok and their own audience can provide unique insights into what works best.

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Strategic Optimization

Based on this data, make strategic adjustments. Identify which elements of the campaign worked well and which could be improved. This could mean revising content, targeting more precisely, or making better use of calls to action.

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We explain everything about how to analyze your performance on TikTok, on this guidebook.

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Case studies and successful examples

To illustrate the powerful impact of influencer marketing on TikTok, let's dive into an exceptional collaboration: L'Oréal Paris and Billie Eilish. This union demonstrated how the right choice of influencer can propel a brand to new heights.

Bershka's Success Story with Billie Eilish

In 2023, Bershka collaborated with sensation singer Billie Eilish to create a clothing and shoe collection, “Billie Eilish x Bershka.” This alliance was a resounding triumph, with items selling out in under 24 hours. Why such a success?

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sources: Brandjam

First of all, Billie Eilish, a pop culture icon, has a massive social media following, with tens of millions of subscribers. However, success is not based solely on its reputation. Here's why this campaign was a success from a marketing expert's perspective:

• Correspondence with the Influencer Personality: The collection has been carefully designed to reflect Billie Eilish's unique style. The clothes were comfortable and brightly colored, while the shoes were on-trend with bold details. This creates an authentic connection between the influencer and the products.
• Alignment with the Demographic Target: Billie Eilish has an audience that is mainly composed of young people and teenagers. The collection was aimed at this same audience, which made it possible to reach Bershka's target consumers directly.
• Effective Marketing Campaign : Bershka used social media cleverly to promote the collection. Photos and videos of Billie Eilish wearing the items were released, creating excitement around the collection. In addition, collaboration with other fashion influencers has helped to increase brand awareness.
• Highlighting Exclusivity: The fact that the collection sold out in less than 24 hours created a sense of urgency and exclusivity. Consumers were encouraged to act quickly to not miss out on this opportunity.

Bershka, L'Oréal Paris and micro-influencers

It's important to note that Bershka, and others like L'Oréal Paris, aren't limited to big celebrities. Brands have understood the impact of influencer marketing and are also using micro-influencers. These content creators, while less well known, have a more engaged audience, making them ideal for building authentic customer relationships.

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Source: Social Pilot

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In conclusion, influencer marketing on TikTok represents an invaluable opportunity for brands. It offers the opportunity to forge authentic connections with the public, to exert a significant influence on purchasing decisions, and to ensure lasting success in the ever-changing world of digital marketing.

However, it is essential to follow the crucial steps meticulously. This includes carefully finding the right influencers, clearly defining goals and metrics for success, setting up transparent contracts, and constantly optimizing campaigns.

Working with influencers on TikTok is not just about reaching an audience, but about building strategic partnerships that benefit both the brand and the influencer. Authenticity and relevance define success in this field.

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Here is the A guide to understanding how to use TikTok for marketing.

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So, don't wait to dive into this captivating universe where creativity and influence combine to generate extraordinary results. The world of influencer marketing on TikTok is opening its doors to you, and the considerable benefits that come with it await you.