Guide pour trouver les bons influenceurs TikTok pour sa marque

Find the right TikTok influencers for your brand with the help of a TikTok agency specialized can be a real challenge for businesses!

The importance of TikTok influencers for brands

Finding the right influencers on TikTok can seem like a real headache for brands. The algorithm, the diversity of creators, the engagement rates... where do you start? When you're looking to promote your brand on a platform where everything happens in seconds, every decision counts. However, successfully capturing the attention of the right audience on TikTok can generate spectacular results. Besides, 56% of users say they trust recommendations from their favorite creators, an immense potential for brands.

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If you've ever wondered how to identify influencers who are a perfect fit for your brand, you've come to the right place.

Step 1: Set clear marketing goals

For any influencer campaign on TikTok, the first step is to set specific goals. Without it, you risk diluting your efforts and losing effectiveness. Ask yourself a simple question: What do you want to achieve? Whether it is to improve your reputation, launch a product or increase conversions, it is essential to properly target your priorities.

Use the SMART method to define your goals:

• Specific : Formulate a clear goal, such as “increasing engagement rate by 10%.”
• Measurable : Follow specific indicators (number of views, interactions, sales).
• Achievable : Make sure the goal is realistic based on your resources.
• Realistic : Avoid aiming too high from the start. Adapt your ambition to your budget and your resources.
• Temporal : Set a limited duration for your campaign to measure its effectiveness (example: over three months).

Source: Adiméo

By following this methodology, you ensure that each marketing action is oriented towards a concrete objective, which will then facilitate the evaluation of results.

Step 2: Identify relevant influencers

Finding the right TikTok influencer is a bit like looking for a needle in a haystack. But don't worry, there are solutions to make this task much more simple and effective.

1. TikTok Creator Marketplace: The perfect starting point

Are you just starting out? The TikTok Creator Marketplace is the tool you need. In a few clicks, you can filter influencers based on criteria such as the sector, the number of subscribers, or the engagement rate. It's a great way to start if you want to get an overview of the creators active on the platform and target the creators that match your goals.

Source: TikTok 

2. Influencer agencies: expertise at the service of your brand

Do you have neither the time nor the resources to manage this research yourself? Don't panic, the influence agencies are there for that. By entrusting this task to experts, you not only save time, but you also have access to a selection of tested and approved influencers. And that's not all: agencies manage everything, from negotiations to campaign reports. You focus on your brand while they take care of the rest.

If you want to know more about TikTok agencies, here is a short guide to help you see more clearly: the guide 🚀

3. Hashtags and keywords: the DIY method

If you prefer a more organic approach, feel free to use Hashtags to find your future partners. Hashtags like #sponsorisé or #ad are your allies in finding creators who have already collaborated with brands. Also search for keywords related to your sector to identify influencers who are already active in your niche. This method is simple and authentic, perfect if you want to test the waters before diving headfirst into a major campaign.

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Do you want to optimize your influence strategy and guarantee results from day one? Utopia accompanies you from A to Z: from the selection of creators to the complete management of your campaigns. Book an appointment now! 

Step 3: select the right influencers for your brand

Selecting the right influencers is crucial to the success of your TikTok campaign. This process is based on several key indicators.

1. Engagement rate

The engagement rate is one of the most revealing indicators of The impact of an influencer. It measures the quality of interactions with the audience through likes, shares, and comments. The higher this rate, the more real impact the influencer has on their subscribers. An influencer with a strong commitment is often synonymous with an active and engaged community, which is an asset for any campaign.

2. Authenticity

Consumers on TikTok are particularly sensitive to authenticity. A good influencer doesn't just post disguised ads; they naturally and genuinely integrate your products into their content. This is where the true value of partnering with an influencer lies, as TikTok users follow creators for their spontaneity and transparency. A creator who seems too commercial can quickly lose the trust of his community.

3. Alignment with brand values

Choose creators whose values and content style resonate with your brand image and goals. If you sell beauty products, it would be more relevant to collaborate with influencers who specialize in beauty advice, rather than a lifestyle influencer. The alignment of values between the influencer and your brand guarantees harmonious and effective collaboration.

Step 4: Measure and optimize performance

Once the campaign is launched, it is time to measure whether it has really paid off. To do this, you have to keep an eye on several key indicators.

1. ROI tracking

The return on investment (ROI) gives you a clear view of what you've earned versus what you've invested. Let's say you spend $5,000 on a campaign, and it brings in $12,000. Your ROI is then 140%. ROI is essential to justify your marketing expenses and adjust your future strategies.

The ROAS (Return on Ad Spend) is another interesting KPI, especially if you supported your campaign with ads. It only takes into account the revenue generated directly by your advertising expenses. For example, if you spent $5,000 on ads and generated $10,000 in sales, your ROAS will be 200%. These two indicators are essential for understanding the financial impact of your campaigns on TikTok.

2. Engagement and interactions

The number of subscribers is good, but what really matters is engagement. Did your audience like, share, or comment? One engagement rate High shows that the audience is not only attentive but also ready to engage with your content, which is a strong sign of interest.

image source: Community management agency 

3. Impact on brand image

Beyond sales, a successful campaign can boost reputation of your brand. Did you gain followers after the campaign? Have you noticed more mentions or searches on Google around your brand? It's a good sign that the campaign has had a positive impact.

4. Optimize future campaigns

Enfin, analyser les résultats permet de peaufiner les prochaines campagnes. Quel format a fonctionné ? Quel influenceur a eu le plus d'impact ? Tester, ajuster et tirer les bonnes leçons permet de maximiser l'efficacité de vos prochaines actions.

Exemples de succès sur TikTok avec des influenceurs

La Roche-Posay & The Classy Emily

Quand La Roche-Posay a décidé de lancer une campagne sur TikTok, ils ont choisi The Classy Emily pour toucher une audience sensible à la santé de la peau. Elle a partagé des vidéos ultra-engageantes où elle montrait sa routine, tout en expliquant l'importance de prendre soin de sa peau. Résultat ? Une explosion d'interactions et un boost incroyable en termes de visibilité, grâce à son style authentique et ses conseils dermatos.

vidéo 

Burger King & Masdak

Burger King a frappé fort avec une campagne aussi décalée qu’ingénieuse. Accompagnée par l'influenceur Masdak, la marque a intégré une clause surprenante : un Whopper gratuit si Burger King vous suit sur TikTok ! Résultat ? Plus de 20 millions de vues et 100 000 nouveaux abonnés. Une idée simple, fun et participative qui a littéralement captivé l’audience tout en renforçant l’image cool et accessible de la marque.

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source de l’image : Burger King 

Conclusion

Réussir sur TikTok avec les influenceurs, c'est comme réussir une recette : il faut les bons ingrédients et suivre les étapes avec soin. En définissant clairement vos objectifs et en sélectionnant des créateurs alignés avec vos valeurs, vous pouvez non seulement capter l’attention de votre audience, mais aussi générer un véritable impact. L’authenticité, l’engagement, et la capacité à raconter des histoires sont les clés du succès. Alors, testez, ajustez, et regardez vos campagnes TikTok porter leurs fruits !