tiktok guide for brands

TikTok Influencer Marketing: A Guide for Brands

TikTok is one of the hottest platforms, especially with the younger demographic. As a brand, you already know all too well how difficult it is to reach Gen Z and even millennials. These users are adept at spotting advertisements and quickly move along when bored.

However, TikTok presents a unique opportunity. By working with influencers and creating compelling content, you can reach your target audience in a way that will resonate with them.

What Is TikTok?

TikTok is a platform that combines elements of social media and other video-sharing platforms. TikTok users share short-form videos (less than three minutes) on various topics, including:

  • Dance 
  • Singing 
  • Comedy 
  • Relationships 
  • Sports
  • Health
  • News

In addition to liking, commenting, and sharing, users can respond to TikTok content in unique ways that make the app highly innovative. Users can: 

  • Duet: Play their video alongside another’s 
  • Stitch: Use another user’s video in their content
  • Comment: Comments can be made in video format as well as in regular text format 

Because of its innovative nature and high engagement, TikTok is one of the best social media platforms for your brand to launch an influencer marketing campaign. 

TikTok Stat: How Many People Use TikTok?

As of September 2021, TikTok has over one billion active users each month, with 69.5 million of those users coming from the US. It was the most downloaded app in 2020 and is still near the top of the list in 2021.

How Does TikTok Work?

TikTok allows users to upload videos that are up to three minutes long. They can include music, sounds, and filters and are encouraged to use their videos to interact with other users. Users can edit and customize their videos inside the app, making it an easy and appealing platform.

Users can interact with popular TikTok videos in a few ways. They can like, comment, and share or even post their own video responses. Users can also “tip” their favorite influencers, using in-app gems that you can cash in for real money.

What Is the Main TikTok Demographic?

As with most social media, TikTok was initially popular with teens and young adults. This group still makes up the majority of TikTok users. 25% of the app’s users are between ten and 19, while 22% are between 20 and 29. 

However, older users are also jumping on the trend. Users between 30 and 39 make up 21% of the user base, and those between 40 and 49 make up 20% of the user base. Brands that market to these demographics may want to consider TikTok in the coming years as it grows in popularity with older users.

What Influencer Content Performs Well on TikTok?

Since teens and young adults are nearly immune to traditional forms of advertising, those methods won’t work on the platform. Instead, you need to stick to the types of content that are already on the platform. 

A popular video on TikTok will be organic. They shouldn’t feel staged or scripted. The content should also feel natural to your brand. The goal should be to represent a brand without feeling salesy. Check out the types of content that are popular in your brand’s niche. You should make your videos on TikTok in accordance with trends.

Why Consider TikTok for Influencer Marketing?

There are many reasons to market on TikTok. First, if your brand is aimed at a younger demographic, you have to go where they are. Most users spend an average of 89 minutes each day on the app, so it’s the best place to reach them.

The app also gives you a unique opportunity to engage with your customers in a way that can increase brand loyalty. TikTok advertising isn’t about selling a particular product but creating lifelong customers. This approach is more likely to resonate with younger people.

Types of Influencer Marketing on TikTok

There are quite a few different ways to market on TikTok, and that number will likely grow as brands and influencers find new ways to innovate.

Paid Ads

Your brand can create content for free on your TikTok channel. However, you won’t have much success on TikTok unless the ad happens to go viral. Paid ads allow you to get in front of more eyes.

In-Feed Ads

In-feed ads are paid ads that will show up on your target audience’s “For You” page. When done right, these ads can seem as organic as user-generated content.

Affiliate Marketing

With affiliate marketing, your influencer partner will upload a video that includes affiliate links to your products. When someone makes a purchase using your link, the influencer gets a small cut.

Brand Takeovers

Brand takeovers allow one brand to take over a category each day. Their ad will pop up immediately when their target audience opens the ad.

TikTok Shoppable Ads

These ads allow users to shop directly from your ad through a mini storefront. Users can easily purchase your products without ever leaving the app, making this a promising tool.


Hashtag challenges involve creating a challenge, such as a dance or comedy challenge and then using a hashtag to promote it. A paid challenge ensures you’ll get in front of more users.

Awareness Campaigns

Awareness campaigns are scheduled campaigns to educate people on a cause or issue. While primarily used by nonprofits, commercial brands can use them as well.

TikTok vs. Other Social Media Platforms for Influencer Marketing

Below you’ll discover how TikTok measures up to other platforms for influencer marketing.


Instagram is currently the most popular platform for influencer marketing. It’s more popular with millennials and Gen X-ers, making it more appealing if your brand markets primarily to these groups.

Instagram also allows its user to repost and save content while TikTok doesn’t. On the other hand, TikTok marketing feels much more organic than what you’ll find on Instagram when done correctly.


Twitch is a video gaming platform. Like TikTok, you can use traditional advertising methods, but you can also work with influencers. 

Twitch followers are willing to listen to their favorite channels. Twitch has many more males, most young, so you may want to consider Twitch or TikTok based on your target demographic carefully.


You can also partner with YouTube influencers. The main advantage here is that YouTube is wildly popular and allows you to post much longer videos. YouTube does have a massive audience, so you may have trouble standing out in the crowd.


Blogs allow creators to write about their favorite brands. While a great blogger can promote your brand well, blogs aren’t nearly as popular as they were ten years ago. It’ll be much more challenging to reach a larger audience.

How to Find the Right TikTok Influencer for Your Brand

One of the most essential parts of TikTok influencer marketing is to choose the right influencers. It isn’t about choosing the TikTok influencer with the most followers, but about selecting an influencer with followers in your target audience. If you’re in the camping niche, a makeup influencer won’t get you a lot of interest.

You also want to choose someone creative but also flexible enough to work with you. Ideally, you’ll give them a few parameters, and then they’ll create the content for the influencer campaigns. This method ensures they’ll produce content that’ll resonate with their followers.

How Your Brand Can Get Started With TikTok Influencer Marketing

If you’re ready to get started with TikTok influencer marketing but still aren’t sure where to start, Sideqik can help. We’re an influencer marketing agency that can help you find the right influencers for your brand. We also help you manage your influencers. Get in touch to see what we can do for you. 

Nancy Rothman

Nancy Rothman

Nancy is a passionate, results-driven marketing executive with more than a decade of experience in building robust integrated marketing programs for brands of all sizes, with specific expertise in the martech space. Prior to Sideqik, Nancy held roles at four successful martech startups, each of which received multiple series of fundraising and included two acquisitions. At CallRail, specifically, Nancy served as the director of marketing where she built the company’s brand and established it as a leader in its space. She also held roles at MeetEdgar, where she oversaw the entire sales and marketing practice, increasing the company's user base and annual recurring revenue, as well as PureCars, which was acquired by Raycom Media in 2015. As vice president of marketing for Sideqik, Nancy is responsible for developing and executing on the company's marketing strategy to drive overall business growth.

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One Response

  1. Hi,
    I have gone through the blog and I must say it was very informational and the facts you stated are true. Well, I would also like to share some facts on TikTok Advertising and Marketing.

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