Influence marketing on TikTok: what strategy for my brand?

We all know how big TikTok has become on the social media platform market, thanks to the emergence of influencers and content creators, who give the platform an additional appeal to brands.

The social app has now become a must-have for influencer marketing (alongside Instagram, Snapchat and YouTube) as an advertiser who wants to reach Generation Z.

It is necessary to know that more than half of generation Z consumers are on TikTok, and more than 44% say they have made a purchase following the recommendation of an influencer. Content creators have become real marketing tools.

The time has come for you to understand and master influencer marketing to stand out as a brand on TikTok .👇

What is influencer marketing?

Influencer marketing is a type of marketing that uses content creators on social networks. Brands will pay influencers to produce content about their goods or services. 

The main interest of this form of marketing is the authentic aspect that the influencer brings to the brand's commercial message. This allows to promote products or brands more naturally and to decrease the "distrust" that users may have towards advertising content. This is due to the relationship of trust that the influencer has with his audience.

The use of influencer marketing can be found on all social media platforms, but it is TikTok that takes the lead.

The app has a higher average engagement rate than Instagram and YouTube combined; a success that is due to the nature of its videos, its algorithm and its consumers; Generation Z.

The advantage of influencer campaigns on TikTok is thatthey do not disrupt the flow of the user experience. In fact, they don't appear as ads to users. They are formats that blend in with the rest of the platform's native organic content and therefore allow for better integration of the commercial message.

Not to mention that TikTok is a medium that advocates authenticity, which generates trust for its users. 53% of TikTok users say they trust others to be themselves on the app. Brands and influencers can leverage this to weld relationships with their followers.

What is a TikTok influencer?

A TikTok influencer is someone who creates videos on the TikTok app on a regular basis and has a community of subscribers and an engaged audience. There are different sizes and categories of influencers on TikTok.

• Nano influencers: they usually have a few thousand subscribers, between 1,000 and 10,000.
• Micro-influencers: they are followed by between 10,000 and 50,000 people.
• Macro-influencers: they have between 50,000 and 500,000 subscribers. Macro-influencers are generally considered to be passionate about content creation and have been able to federate a community over time, which gives them a certain notoriety.
• Mega-influencers: often approaching celebrity status, as they are known by a very large number of people.

Beyond these rankings, an influencer is simply, by nature, someone who hasinfluence with their audience, whatever that audience may be. Their relationship they have with their community is key; 66% of Generation Z trust influencers. This means that the message of their TikTok content reaches a large number of users who are actually likely to consider their recommendation.

Moreover, an influencer is someone who masters the codes of social networks, so he will know how to produce formats likely to perform. This last part is even more important on the TikTok platform, because the codes of this social network are very specific. Producing "native TikTok" content is essential for it to work. Collaborating with influencers ensures that the videos produced will be adapted to the social network.

Why does your brand need TikTok influencers?

Generation Z has a purchasing power of over $140 billion and over 60% of TikTok users belong to this same generation. This makes it the ideal platform and audience for influencer marketing campaigns.

Generation Z is also very receptive to influencer marketing for their purchasing decisions. This is a particularly interesting characteristic given their distrust of traditional marketing channels. 

Influencers know the best ways toengage their community. They're used to producing content that's targeted to them. So they will know how to address their audience to talk about your brand on TikTok.

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Why is influencer marketing important on TikTok?

Influencers have the ability to bring your influencer marketing strategies to life. As we saw in our article on the best influencer campaigns on TikTok, brands like PHLUR, were able to make their perfume viral thanks to TikTok videos that perfectly illustrated their communication.

In addition, it is important to know that there are many different types of collaborations with content creators.

The most common are the following:

• Creating a video and publishing it on their TikTok account
• Creation and publication of the video, and access to a boost code to boost the format in Spark Ads on the platform. This allows the format to reach more people, not just the influencer's audience.
• Creation and publication of the video, and the right to exploit the video for your marketing supports. This allows you to exploit content produced by a typical consumer (the influencer) for your campaigns on social networks, but also on your website, etc.

Influencers are therefore a key marketing tool to reach generation Z. Your marketing strategy should focus on influencers as ambassadors of your brand and content creators. To know how to implement it, read our article on the 5 steps to successful influencer campaigns.

TikTok Influencers: An effective marketing strategy

In short, if your influencer campaigns are well executed, influencers can be your brand's muse consumers, who spontaneously share with their audience the messages you want to communicate.

Therefore, it is essential to choose the right content creators in relation to your niche and to think carefully about the messages you want to convey. But be careful to let the influencers produce the content they feel is most appropriate. At the end of the day, no one knows the target audience better than those who have brought them together!

And if you are not sure to master this environment, the best is to be accompanied by our influence agency TikTok, do not hesitate to fill out our contact form if you want to discuss it!