More and more brands are looking to TikTok influencers to reach new audiences. This is especially true when those audiences are younger millennials or Gen Zers. Almost 50% of the app’s user base is below 29 years old, making it an ideal platform for reaching younger consumers.
If Instagram is like the QVC of social media for the older millennial crowd, think of TikTok as the sneaker store with the hottest drops that keeps everyone hyped. If you want in on that hype, and that crowd, then your brand needs a presence on TikTok.
Naturally, the best way to get your foot in the door on TikTok is through influencers. But like any other platform, there are certain things you need to know to make sure you’re getting the best possible results. Read on to learn more about what you should be looking for in an influencer as you expand your presence on TikTok.
Reach and Impressions
Let’s be honest: if you’re not getting enough reach and impressions in a campaign, it’s going to fall flat no matter how well everything else is working. So naturally, those numbers are the best place to start when you’re planning to work with an influencer on TikTok. Think of these numbers as the foundation for your success: you need them, but that’s just the start, not the be-all, end-all.
But also consider the blend of influencers you use to reach the numbers that you want. It could be tempting to just go with a few mega influencers and consider yourself set and ready to go. As we’ve talked about before, a blend of micro and macro influencers can often lead to comparable or even better results for a smaller price tag. As an added bonus, the wider the field of influencers you work with, the more likely one of their posts will go viral and pay off even more than you expected.
A key way to measure this on TikTok is Post Reach Percentage. This will tell you how many unique users on TikTok see any given post. The easiest way to measure it is fairly straightforward.
Step 1: Find your reach on the post you want to measure.
Step 2: Divide that number by your total number of followers.
Step 3. Multiply that number by 100. Boom. You’re done!
In basic math, the equation looks like this: (Reach / Total Followers) X 100 = Post Reach Percentage
They Have The Audiences You Want
TikTok’s demographics skew toward a younger crowd. But to see the kind of increase in traffic and eyeballs on your brand that you want, you’ll need to segment that audience further. In today’s social media, simply reaching that demographic is not enough.
For example, if you’re a gaming company and want to reach the gamer demographic, an influencer that’s primarily geared towards personal fitness is probably not going to be the answer for you. Conversely, if you’re a fitness brand, you likely wouldn’t find as big of an audience with an influencer that’s really into testing new snacks or fast food.
Naturally, there are nuances to this rule. What if you’re a video game brand that makes sports games, and you need to reach both gamers and athletically minded consumers? Finding an influencer with the ideal audience for you can get complicated in a hurry. But with the right software, it can be as simple as adding a few extra parameters to your search. Sideqik can make this daunting process a lot simpler for you.
Their Content is a Good Match
Having TikTok influencers with the right audience is definitely moving in the right direction. However, even with influencers that match well with you on content, the way that content is delivered is also a key factor to consider.
Is your brand comfortable with an influencer that has rated R content? Or would you prefer influencers that are more family-friendly? Even in the same topics, there are influencers that fit in those categories, and everything in between.
On TikTok, this can be especially tricky to navigate because of the platform’s roots in making videos set to music. Not only do you have to be careful about the influencer themselves, you also need to be mindful of the music they choose. This is especially if true that song might have lyrics that you don’t want to be associated with your brand. If you’re concerned about this, consider asking your influencer to use more generic music, or avoid parts of a song with lyrics.
Variety of Content
So you’ve got a wide field of influencers that have the kind of audience that you want. You know that between your messaging guidelines and the influencer’s style, their audiences are going to be interested in your product or service.
But what about the audiences that you want to reach beyond that? The users that stumble on your influencers after the campaign starts? One influencer’s style of content can instantly hook one user, while completely falling flat with another.
That’s why it’s important to make sure that your influencers deliver different kinds of content. Hire influencers that can deliver funny content, selfies using your product, or be informative while they entertain their audiences. Try to cover as many facets as you can that make sense for your brand.
Some individual influencers might be comfortable enough to do different styles promoting your product. But a safer bet is to just identify influencers with distinctly different styles and let them work within their comfort zone for your brand. This is especially important for TikTok, since the platform’s algorithm rewards accounts for sticking with the same style of content.
Sideqik Knows Influencers
Ready to work with TikTok influencers to build your brand’s presence on the platform?
Sideqik’s platform allows your brand to not only source the influencers that match your brand’s standards but track their creator campaigns for your products through robust social commerce integrations. We offer an end-to-end suite of services for your influencer campaigns, including over 20+ million influencer profiles that appeal to hundreds of interests. From micro-influencers with intimate access to their audiences with niche interests to mega influencers that are household names with unmatched reach, Sideqik has them all.
Interested in how Sideqik can help you elevate your brand with influencer campaigns and keep you ahead of changes like these? Contact us today for a free demo.