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If your business targets millennials and/or Generation Z, you have probably considered TikTok influencer marketing.

If not, it’s time you do.

The benefits of influencer marketing are known to almost every brand of the day.

When done right, it can help you:

  • Gain customer trust
  • Improve brand awareness
  • Reach a wider audience
  • Enrich your content strategy
  • Grow revenue

As per Statista, the global influencer marketing market size was valued at a record 13.8 billion U.S. dollars in 2021.

global influencer marketing market size

Image via Statista

Unsurprisingly, TikTok influencer marketing opportunities are cropping up left, right, and center.

So that you can kickstart or optimize your TikTok influencer campaigns, we have curated this little guide. Keep reading to learn why TikTok is a great choice for influencer marketing, how to find TikTok influencers, the steps involved in building a TikTok influencer strategy, and more.

Why Use TikTok for Influencer Marketing

If you have been using Instagram or other platforms for influencer marketing all along, you might be wondering: do I really need TikTok?

The short answer is yes.

As for the long answer, here are some reasons why brands should leverage TikTok influencer marketing:

The Popularity

TikTok is one of the fastest-growing social media platforms, with over 1 billion active users as of September 2021. The platform’s audience is pretty young. Almost 50% of TikTok users in the U.S. fall under the 10-29 age bracket.

So, if your target customer typically hangs out on this platform, you’d probably want to up your TikTok marketing game.

The Content

TikTok is fast-paced, exciting, and creative. TikTok users want good content, and they want it fast. The videos are generally short and vertically filmed. From educational to entertaining to empowering, all kinds of content do well on the platform.

For instance, Tabitha Brown is a TikTok influencer who shares simple and delicious vegan recipes.

The Content

Image via TikTok

Another point to be noted is that TikTok users appreciate authenticity and spontaneity. So, assuming TikTok influencer marketing is on your radar, remember to never give chosen influencers a script. Let the content resemble the influencer’s regular style for maximum engagement levels.

The Algorithm

TikTok has a pretty unique algorithm that makes it easy for users to go viral quickly. For instance, TikTok influencer Bella Poarch gained nearly all of her followers in the month of August 2020—thanks to a lip-syncing video.

Today, the video has over 53 million likes and 1.5 million comments:

The Algorithm

Image via TikTok

TikTok doesn’t give as much weightage to the video creator’s statistics. Simply put, it doesn’t matter how many followers you have or whether your previous content performed well. If you create a video with a popular audio track and hashtags, you’d have the opportunity to get millions of views.

The point is, using TikTok influencer marketing, brands stand the chance to get in front of millions of people at once.

7 Tips to Find the Right TikTok Influencers

So you’ve done the research and think that TikTok influencer marketing could be beneficial for your brand.

Now what?

It’s time to look for the right influencer. To ace this step, keep the following tips in mind:

1. Set Clear Goals

What exactly do you want to achieve from TikTok influencer marketing? Is it brand awareness? Are you hoping to generate quality leads? Or do you simply want to build a community?

Remember—your campaign goals will ideally impact who you partner with.

2. Know Your Target Audience

So you know your target customer uses TikTok. But make sure you also know:

  • Their likes and dislikes
  • Their pain points
  • The kind of sponsored content they engage well with
  • TikTok influencers they follow
  • How you can add value to their lives

3. Conduct A Google Search

Oftentimes, a good place to start is Google. Simply type in “your niche + TikTok influencers” and see what results show up. This is an especially great tactic if you’re looking for popular influencers.

Conduct A Google Search

Image via Google

4. Search Relevant Hashtags on TikTok

Head to the main discovery page, and enter popular and relevant hashtags in the search bar. This could help you identify influencers to work with.

Alternatively, you can also type in certain keywords or industry trends, as in the screenshot below:

Search Relevant Hashtags on TikTok

Image via TikTok

5. Vet Existing Influencer Content

Once you discover influencers on the platform, take some time to go through the sponsored content they put out. Then, gauge whether such content would work well with your target audience. Also, think about whether the content aligns with your brand’s tone of voice.

6. Check Other Platforms

Chances are that you’ve already worked with influencers on other social platforms. In that case, it’s worth checking if they have a growing fanbase on TikTok too. And if they don’t, perhaps they could recommend a TikTok influencer to you.

7. Partner with an Influencer Marketing Agency

If you want to skip all the hassle, you can partner with an influencer agency such as Get Hyped. Agencies like these are already well-versed with the ins and outs of influencer marketing campaigns. From finding influencers to executing the campaign to monitoring results, they can help you from start to end.

Doing this will also pave the way for a higher campaign ROI.

Launching A Successful TikTok Influencer Campaign

Now’s when all your planning and research come to life—it’s time for execution. When it comes to TikTok influencer marketing, brands benefit when they:

Have A Clear Budget

The real question: how much do TikTok creators charge?

According to Influencer Marketing Hub, TikTok influencers can charge anywhere between $5 to well over $2500 per post. Be sure about how much you are willing to shell out.

Here are some factors that generally impact TikTok influencer rates:

  • Their reach
  • Their engagement rate
  • The number of posts required
  • Ad placement
  • Your goals and expectations

Factors that Impact TikTok Influencer Rates2

Understand the Platform Well

Let’s admit it—TikTok is still relatively new. Naturally, a lot of marketers are still only learning the ropes. If that sounds like you, make sure you get to know the platform before you dive into influencer marketing.

As we have learned before, TikTok’s algorithm and user base are slightly different. So, experiment with different types of content and test various ways of reaching your audience before doing anything else.

Create Share-Worthy Content

Creating content on any social platform is a lot about making it shareable, and TikTok is no exception. Generally, the following influencer-generated content performs well on the platform:

  • Original: Video content that’s unique, engaging, and captivates viewers.
  • Trendsetting: Content that builds on a current trend or even better, starts a new trend.
  • Duet: A TikTok feature in which users can create content with each other by means of a split-screen.
  • Auditorily and visually pleasing: Catchy jingles and design elements that boost memorability of content.

Trust TikTok Influencers and their Creativity

As per a study, 73% of influencers spend 1 to 5 hours a day on TikTok.

Trust TikTok Influencers and their Creativity

Image via Dropbox

Naturally, they know exactly how the platform functions, and what kind of content works. So, be sure to trust the influencers you partner with. Define basic guidelines and be clear about what you want, but don’t take away influencers’ creative spark.

Besides, viewers can easily distinguish between an authentic influencer message and a sponsored campaign. If you end up dictating what to do, viewers will definitely see through it.

Try A Hashtag Challenge

TikTok users love social media challenges. Branded hashtag challenges are extremely popular on TikTok. Simply put, it requires you to come up with a branded hashtag, and challenge users to share a particular type of video.

By having an influencer spread the word about such a challenge, brands can make waves across TikTok. Hashtag challenges are a great way to get fans to become advocates for your brand temporarily.

Apparel company Gymshark has successfully implemented several hashtag challenges on TikTok. Its most recent one is called the #StandUpChallenge, and requires users to share a video of them performing a dual gymnastics routine. The brand partnered with TikTok star Demi Bagby to popularise the challenge.

The result?

Almost 650 million views for the hashtag, and an endless stream of user-generated content.

Try A Hashtag Challenge

Image via TikTok

Needless to say, Gymshark has also come to have a massive following on TikTok.

Measure Campaign Results

The biggest mistake marketers make is that of not monitoring influencer campaign results.

After all, if you don’t know what worked and what didn’t, how are you going to implement your next campaign?

Every time you set goals, make sure you also list down relevant performance metrics you must track. For instance, if your goal is brand awareness, you can see how much engagement the post generates. If your goal is generating sales, have a link tracking mechanism in place.


1. How do you do influencer marketing on TikTok?

To do TikTok influencer marketing right, follow these steps:

  • Understand the platform well
  • Set clear goals
  • Have a clear budget
  • Find the right influencer
  • Create share-worthy content
  • Try different types of content
  • Monitor campaign results

2. What is a TikTok influencer?

A TikTok influencer is someone who has a decently large following, a way with content, and a sway over their target audience. They are seen as expert figures in their niche, and their opinions are generally taken seriously.

Brands often pay TikTok influencers to promote their products and services.

3. How much do TikTok influencers make?

According to a report from IgFace, famous TikTok influencers can make anywhere between $500 and $20,000 per video.

Here are some factors that generally impact TikTok influencer prices per video:

  • Their reach
  • Their engagement rate
  • The number of posts required
  • Ad placement
  • The goals and expectations

4. Is TikTok good for influencers?

Yes. TikTok is a spectacular platform for influencers. It’s fun, fast-paced, and inspiring, and makes it quite easy for videos to go viral quickly. Besides, as more and more brands realize the potential of TikTok influencer marketing, the demand for influencers will only rise.

5. Can TikTok be used for marketing?

Of course. TikTok is a spectacular platform for marketing. Through the platform, brands can nurture a closely-knit community, build brand awareness, find a new audience, and over time, increase sales.

Final Thoughts

Now that you know how TikTok influencer marketing works, it’s time to create your own campaign.

Remember that TikTok continues to be a relatively new social media platform. And so, competition isn’t as high as on platforms like Instagram and Facebook yet.

Our advice?

Strike when the iron is hot.

If your brand caters to the younger demographic, start chalking out your TikTok influencer marketing campaign today. If you feel stuck at any point, get in touch with us, and we’ll get the ball rolling for you.

Dan Coughlin

Dan Coughlin

Dan joined Get Hyped as Growth Director after 12 years in marketing, business development and customer service. As a key strategist, Dan uses his background and expertise to build influencer campaigns that maximize authentic human connection. When he’s not optimizing at Get Hyped or moonlighting as our CIO, you can find Dan appreciating a fresh-cut lawn with some fine whiskey and a cigar in hand.