The different categories of influencers on TikTok

The emergence of influencers on TikTok is growing.

What makes the app such a magnet for content creators?

First of all, the TikTok platform is the fastest growing in the world. In fact, Generation Z accounts for more than half of all TikTok users and is contributing significantly to the development of the short video sharing application.

Generation Z TikTokers don't just download the platform and consume lots of video. They create content. 83% of users have published a video themselves. Logically, this demographic has taken to creating content, hoping to achieve success on TikTok and build a community.

Today, TikTok is becoming more and more important for brands and this is due to its majority Gen'Z user base, but it's not always easy to identify . Influencer marketing can be the solution to this problem, since Gen'Z also trusts influencers more than traditional ads.

But before you get into influencer marketing, you need to understand what the different categories of influencers are on TikTok.

Why are influencers on TikTok?

Globally, an average of 64% of TikTok users say they can be themselves on TikTok. While an average of 56% of TikTok users say they can post short videos that they wouldn't post elsewhere.

TikTok's codes are different from other applications. The content creators focus on spontaneity and authenticity. We have the feeling to be really in their life, to understand their personality. This creates a natural link and a very strong proximity with their audience. 

Logically, TikTok's engagement rates are record high. More than 44% of Generation Z says they have made a purchase based on an influencer's recommendation. Influencers on TikTok can recommend a brand as if they were recommending it to their friends. Product placements no longer feel like a sales pitch, but more like sharing a good plan.

There is a real relationship of trust that can be established between the influencer and his audience. This proximity and simplicity are very valuable for a content creator.

Users, like content creators, were rather weary of Instagram's codes, deemed too superficial and essentially based on appearances. On TikTok, it's all about being.

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The different categories of influencers on TikTok

There are a variety of TikTok influencers. They can be distinguished according to their number of subscribers, their preferred theme and their objectives. 

It is necessary to carefully choose the type of influencer that matches your values in order to guarantee a successful TikTok influencer marketing campaign!

But with overa billion monthly active users on the TikTok platform, it's hard to know which social media star will help you become a viral brand on the platform.

In order for your TikTok influencer campaign to be better, it is imperative to choose influencers carefully, so that they can talk about your brand through authentic video content that coincides with their world.

We will therefore detail the different types of existing influencers, by subscribers, by niche and by objectives.

What kind of TikTok influencers for your brand?

Types of TikTok influencers by subscribers:

There are 4 main types of TikTok influencers, commonly defined according to the size of their community: Nano, Micro, Macro, Mega.

Influencers are given different audience sizes from nano to mega. But what's important to understand is that the engagement and conversion an influencer generates drops as their visibility increases.

👉 So Nano-influencers (a few thousand subscribers) certainly have little visibility. But they generate very good engagementand conversion rates compared to the ratio of audience they reach.

👉 Micro-influencers (a few tens of thousands of subscribers) usually lose a bit in conversion.

👉 Macro-influencers ( a few hundred thousand subscribers) on the other hand, lose both conversion and engagement.

Finally, the very big influencers, called Mega or All stars (several million subscribers), certainly generate a lot of visibility, but they engage and convert their audience much less. Among them, we sometimes find celebrities, or creators who have federated a large community.

Types of TikTok influencers by niche:

Beyond, their level of influence, it is interesting to understand what content niche an influencer belongs to. The goal is to examine their specific areas of expertise so that they coincide with your brand's industry.

There are an infinite number of niches: sports, beauty, education, business, culture, food, fashion, music, lifestyle, etc.

It doesn't matter what niche your brand is in... You need to find influencers who produce content on that theme.

For your strategy, it is wiser to use influencers who are already established in your niche, because the content you sponsor will necessarily seem more spontaneous and natural. Not to mention that their account, and therefore their videos, is already referenced under this niche and that it will be easier to establish your video under their good keywords.

Types of TikTok influencers by purpose:

Once you have defined the size of the audience you want, as well as the niche of influencers you want to work with, you can look at their goals.

What is the purpose of their account? Do they position themselves as opinion leaders, do they want to convey strong messages? Are they committed to certain causes?

Or do they produce more informative content, a bit like a journalist, without necessarily taking a position?

It is important in the stages of your campaign to identify that the target of the influencer's account also coincides with that of your brand.

How do you choose the right influencers?

In short, the right influencer for your campaign is one whose audience matches your goals: do you want to convert visibility into customers, or generate maximum awareness?

Moreover, it must evolve on the same niche as your brand, to be credible for its audience, and bring more weight to your marketing speech.

Finally, the aim of his account is more important, it will be felt in the tone he will use, and in the strength of the message he will pass.

It's important to remember that authenticity is the key trait people look for in the influencers they follow: 88% (of Gen'Z) say it's important for influencers to be authentic and truly care about their interests.

As you can see, the choice of influencers is obviously key to launch a good influencer campaign on TikTok. If you have difficulties to find your way among the large amount of influencers on the platform, don't hesitate to contact us. We'd love to discuss with you the right strategy to make your brand shine!