Want to find TikTok influencers to promote your brand on social media? TikTok was the most-downloaded app in 2020, and brands have realized the marketing potential of the network.
How do you choose the right TikTok Influencers to work with? The answer is not as simple as choosing the first one that you see. Find out how to find TikTok’s influencers by reading the following tips.
Before we begin, you should know that it’s much easier to find TikTok influencers with an influencer discovery tool instead of searching directly on social media. These tools give you search engine capabilities, which save time, show better results, and help you make more confident choices.
1. Seek out influencers in the same industry or category
What does your brand do with this information? Are you a beauty label? A kitchen equipment company? Do you own a crossfit box? No matter your case, there are influencers out there.
Create a list of keywords related to your industry that you can use to find influencers. Search for them on TikTok or on an influencer discovery tool. Think broad here, you’ll want to search for keywords that go beyond exactly how you’d describe your business. For example, if you manage a crossfit, you’d want to search for fitness, sports, athletes, etc., too.
An influencer discovery tool looking to find TikTokers that have something to do makeup.
2. Define your area and search for influencers.
Look at where your brand currently operates. Consider which areas of interest you might want to expand into. Also consider if you are restricted by legal, economic or other restrictions. Then choose the geographical area where you want to launch your campaign.
After that, it’s easy: simply plug the location into an influencer discovery tool.
An example of a location filter on an influencer discovery tool.
TikTok will make it difficult to locate influencers based in a particular location. It’s possible to search for location hashtags. However, this is not always reliable. Many influential people will use those tags when speaking about a certain country. But this doesn’t mean that they, or their audience, reside there.
3. High engagement rate is a top priority
Engagement rate measures the degree to which an influencer is connected to their audience. The more followers trust an influencer, the more they will interact with content. TikTok lets users interact through likes, comments, and shares.
You can quickly locate influencers with specific engagement levels using an influencer discovery platform. Use the engagement filter and select the range to narrow down the search results. Only those profiles will be returned that match the criteria you have set. It is impossible to search like this without an influencer discovery tool.
Average engagement rates can vary depending upon an influencer’s follower count, geographic location, and the type of influencer. Compare influencers to benchmarks. TikTok benchmarks may not be as accurate as Instagram ones. Also, it’s not wise to assume that a micro influencer, celebrity, and KOL (key opinion leaders) will all have the same engagement rate.
4. Look for someone with a high average video view count
Engagement is great. However, before you commit to a collaboration with an influencer you want to make sure that their videos are seen by a decently-sized audience. If you look at how many people see their video on average, you can determine how many will view the video they create for your campaign.
Video views are not universally viewed by everyone. You want to get as much engagement as possible, but it is still important to keep track of views, especially in branding campaigns. You can search for it on influencer marketing platforms. TikTok alone will not allow you to locate influencers. Instead, you’ll need to look through their content to calculate an average.
5. You should ensure that they align with your mission statement and values
Finding influencers is not just about the metrics. Although healthy performance is important for many reasons, style, tone of voice and values are just as important.
Consider if the influencer has a real connection to your brand and what it does. Collaborations should appear authentic. Followers shouldn’t have to guess the relationship between you and the influencer.
- Does this influencer have an aesthetic style similar to my brand?
- Is their tone appropriate for me?
- Do they share the same values as my brand?
- Is it possible to assume that an influencer isn’t brand-safe?
An influencer discovery tool can make it easier for you to find TikTok users. Yes, you will have to subscribe in order to use this service. However, it will give you a lot of search possibilities and help you save time.
Make sure you check their engagement rate and other metrics. Finally, ensure they align with the brand’s interests. This way, you create an authentic collaboration that goes out to engaged followers.