Some influencers of TikTok, with their daily posts of sponsored content and featured creations, rake in substantial earnings amounting to thousands of dollars. These influencers not only entertain but also inspire their community.
In the realm of influencer marketing, the power of recommendation from a trusted source cannot be understated. Similar to when a knowledgeable cousin suggests a new dining spot or a best friend raves about a life-changing spin class, influencers hold sway over their followers. This influence is particularly evident on TikTok, where creator partnerships and advertising campaigns dominate the marketing landscape. An eMarketer forecast predicts that spending on influencer marketing in the U.S. will soar to nearly 6 billion dollars by 2024.
To ensure that your brand’s marketing funds are put to good use, it is essential to understand how to identify and collaborate with TikTok influencers. But fear not, for the world of spin classes is not yet lost— we shall tackle that endeavor another day.
How Pray Tell Does TikTok Influencer Marketing Function?
TikTok influencer marketing serves as a facet of social media advertising. A TikTok influencer is a creator boasting a substantial and engaged following on the platform, ranging from nano-influencers with a few thousand followers to mega-influencers with over a million devotees.
In influencer marketing, brands engage in partnerships with creators, exchanging funds, products, or services for promotion on the creator’s TikTok channel. This collaboration is sought after as influencers wield influence over their followers, potentially leading to increased sales for the brand. Take, for instance, the campaign by Milk Makeup with TikTok beauty influencer Dasia Janae—a classic display of such a partnership.
TikTok Influencer Marketing Commandments
It’s imperative to craft a plan when delving into the realm of influencer marketing. Below lies a guide to steer you in initiating influencer collaborations successfully.
Grasp the Heart of Your Audience
Understanding the essence of your target audience is paramount in designing triumphant influencer marketing campaigns. Crafting buyer personas can offer a precise look into the preferences and desires of those you aim to captivate.
If your current TikTok followers don’t mirror the audience you wish to allure, consider revising your TikTok marketing strategy. Partnering with the ideal influencer should assist in this regard.
Scout for Appropriate Influencers
Take heed of this step, for it shall be your guiding light. Identify the fitting influencer for your brand, for this decision can make or break your marketing efforts. Thorough research is key before merging forces with an influencer; this isn’t a love matchmaking show.
Fear not the endless scrolling for prospective candidates. Utilize agencies dedicated to linking brands with creators (e.g., The Influence Agency, The Shelf, Single Grain) and influencer databases (e.g., Brandwatch, Upfluence). TikTok’s creator marketplace also proves valuable in this pursuit.
The larger an influencer’s following and reach, the higher the compensation they may demand for content creation. Yet, even with a modest marketing budget, collaboration with nano- and micro-influencers can yield significant results. Quality engagement rates from influencers should not be overlooked, indicating genuine connection with their audience.
Establish Purposeful Goals
Before engaging with influencers, outline specific goals you aspire to achieve through your campaign. Whether it’s nurturing a set number of followers, boosting sales figures, or accumulating registrants for a forthcoming product launch, defining clear targets is essential. Remember, not all goals must be quantifiable; fostering meaningful bonds with an influencer’s followers or forging a positive rapport with the influencer themselves are equally notable ambitions.
Clearly Articulate Expectations
Transparency and lucidity are vital in any business cooperation, especially in the dynamic realm of social media. Clearly stipulating expectations and forging precise agreements with content creators aids in averting disappointment in the campaign’s outcome.
Drawing inspiration from past campaigns executed by beloved brands or influencers can elucidate your anticipations. Communicate directly the offerings—be it monetary compensation, products, etc.—in exchange for the campaign. Comprehend the type of content the creator will generate. Do you seek metrics demonstrating the campaign’s efficacy? Explicitly convey your desires. Should content approval be required prior to publication? Clarify this process as well.
Collaborate with the Influencer to Craft Compelling Content
Remember, creators are imbued with creativity, and collaborating with an influencer entails granting them liberty over their content. If a mere script recitation is all that’s sought, an advertisement shall best serve your purpose.
Although general guidelines may be provided, acknowledge that influencers possess their unique brand image, adored by followers for their standard content. The creator’s persona stands as an asset to your enterprise, requiring the campaign to showcase the influencer’s brand alongside your own.
Monitor Your Triumphs
The campaign isn’t concluded with its commencement. The time has arrived to delve into TikTok analytics, track website traffic, and evaluate the impact of influencer marketing on your business. Crafting a report showcasing the campaign’s triumphs may be beneficial.
Much like many aspects of the social media sphere, TikTok influencer marketing isn’t an exact science. Scrutinize what worked effectively and what didn’t, harnessing these insights to enhance future collaborations.
The Ten Supreme TikTok Influencers of 2024
Should you lack the financial heft of Coca-Cola (Pepsi’s treasury is acceptable too), your odds of partnering with the most-followed influencers appear slim. Yet, gleaning insights from their strategies and alliances with prominent brands is equally enlightening.
Although these influencers may not frequent your FYP often—blame TikTok’s algorithms curating content tailored to individual preferences— they reign supreme in follower count, setting the benchmark for contemporary influencer marketing.
1. Khabane Lame (@khaby.lame)
This Italian luminary ascended to TikTok stardom through his comical hot takes. With an audience of 161.4 million, his light-hearted comedic edits and reaction content captivate viewers globally. Brand partnerships, like his collaboration with Pepsi, are scattered throughout his comical skits.
2. Charli D’Amelio (@charlidamelio)
Heralded as the quintessential Gen Z influencer in North America, 19-year-old Charli D’Amelio surged to fame with dance videos. Boasting 152 million followers, her TikTok repertoire encompasses lip-syncs, glamorous event showcases, and endorsements for brands like Be Happy Snacks.
3. Bella Poarch (@bellapoarch)
Bella Poarch, with 93.9 million followers, held the distinction of the most-liked TikTok video for eons. Her content, ranging from lip-syncs to musical promotions and brand collaborations with skincare and fashion entities like Vans, showcases her diverse appeal.
4. Addison Rae (@addisonre)
Acclaimed for her dance content, Addison Rae’s 88.6 million followers revel in her behind-the-scenes exposés from her musical and cinematic ventures, slice-of-life vignettes, and beauty and fashion vlogs. Collaborations like the one with Ilia Beauty illustrate her marketing finesse.
5. Zach King (@zachking)
With TikTok’s most-viewed video (2.3 billion likes for Gryffindor!), Zach King commands an audience of 81.2 million with his enchanting special effects and magical stunts. Collaborations with industry giants like Royal Caribbean and Netflix further enhance his repertoire.
6. Dixie D’Amelio
Tailing her sibling Charli, Dixie D’Amelio flaunts 56.4 million followers with her dance exploits. Venturing into business alongside Charli with D’Amelio Footwear in 2023, her photoshoots and brand collaborations, such as the Takis campaign, mirror her illustrious older sister’s stature.
7. Spencer Polanco Knight (@spencerx)
Wielding mouth music as his weapon, Spencer Knight’s beatboxing videos captivate his 54.8 million followers. Gaming-related content, akin to his collaboration with Call of Duty, stands as a testament to his marketing acumen.
8. Michael Le (@justmaiko)
Dance isn’t exclusive to the ladies on TikTok; Michael Le’s dazzling moves court a following of 57.1 million. Brand partnerships with entities like PUBG Mobile underscore his marketing prowess.
9. Hiroaki Nakabayashi (@bayashi.tiktok)
Prepare to feast your eyes as 54.2 million individuals indulge in Japan native Hiroaki Nakabayashi’s culinary exploits. Brand collaborations, typified by his partnership with Coca-Cola, deliver delectable ASMR and food-related content.
10. Loren Gray (@lorengray)
Once crowned TikTok’s most-followed persona, Loren Gray continues to reign with 53.9 million followers. Her comedic and relatable content finds resonance with audiences, prompting collaborations with Veyes Beauty and Tamagotchi.
Look upon the prosperous and peculiar TikTok campaign orchestrated with State Farm, discussed further below. Proceed with care.
Instances of Victorious TikTok Influencer Marketing Campaigns
Why narrate tales of grandeur when one can exhibit them as vividly as Alix Earle embellishes her mascara?
L’Oreal’s Lash Tale with Alix Earle
Alix Earle’s beauty-centric TikTok garners myriad views and likes, particularly her partnership content with L’Oreal. An illustration of a mascara application in one of her videos amassed over 7 million views, nearly 200,000 likes, and garnered numerous praises from viewers.
Why It Shines:
- Transparent product demonstration
- Intriguing opening hook
- Active engagement with followers in comments
Poppi’s Fridge Chronicles with Emily Mariko
Emily Mariko’s restock spectacle featuring Poppi soda subtly integrates brand promotion. Starring hashtags like #PoppiPartner and #SodasBack, the video garnered 24 million views, over 300,000 likes, and a plethora of cheerful comments.
Why It Triumphs:
- Seamless product integration
- Consistent content alignment with influencer’s niche
- Visually appealing and satisfying
T-Mobile’s Transparent Disclosures
T-Mobile adopts a novel appro…
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