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How to Use TikTok Influencer Marketing to Reach New Audiences and Drive Sales


By Jessica Worb

Updated on January 19, 2022

8 minute read

TikTok influencer marketing is on the up 🔥

Published January 19, 2022

Stay on top of the biggest social media marketing trends!

It's time to tap into the power of TikTok influencer marketing.

On TikTok, there is reach potential like no other platform – you have the opportunity to generate viral campaigns, tap into an entirely new audience, and connect with niche communities. 

In the following blog post, we're diving into the who, what, where, and how of TikTok influencer marketing.

Why TikTok Influencer Marketing Should be a Part of Your Strategy

In 2022, TikTok creators are shaping the social media landscape. 

Creator endorsements are getting businesses off the ground, brands are selling out of products following a video feature, and influencer marketing campaigns are kick-starting trends that take off across social media.

With 1B monthly users and the average person spending 52 minutes of their day on TikTok, brands have an opportunity to capitalize on a massive audience – especially through creators.

The viral power of TikTok influencer partnerships cannot be ignored. 

Take dating app Hinge’s influencer marketing strategy for example. They’ve partnered with several TikTok creators using the hashtag #hingepartners – which now has over 16.1M views. 

In their most recent influencer marketing campaign, Hinge partnered with a variety of TikTok creators and the results were off the charts – we’re talking viral video after viral video.

Popular creator Kristen Titus’ TikTok video for this campaign had 2.6M views and over 220K likes – with thousands of engaged comments from her audience.

If you want to lead the way in social campaigns, investing in TikTok influencer partnerships is a great strategy. 

Later is a social media planning and scheduling tool trusted by over 4M brands and creators. Schedule your social media posts in advance with Later, for free.

How to Plan an Influencer Marketing Campaign on TikTok

Running a successful TikTok influencer campaign requires thorough research, planning, and creativity. 

Here’s how to plan a TikTok influencer marketing campaign in three simple steps: 

Step #1: Set Clear Campaign Goals

Before you start drawing up contracts with TikTok influencers, it's important to ask yourself, what am I trying to accomplish with this campaign?

Whether your influencer marketing goals are to achieve brand awareness, reach, or sales – setting them helps direct you to the right TikTok influencers.

At this stage, it’s helpful to lay out campaign details. Ask yourself the following:

  • What is your budget?

  • How long do you want to run this campaign?

  • How many influencers do you want to work with?

  • Do you have enough resources to see this through?

Step #2: Find Relevant TikTok Influencers 

Once you’ve set your campaign goals and expectations, it’s time to find influencers. 

On TikTok, you don’t need to seek out creators who have thousands of followers to reach your goals.

In fact, the quality and lifespan of an individual video is far more important than the number of followers a creator has. 

And the more niche the influencer, the better. Luckily for you, there’s no shortage of creators on the app.

But the caveat: with so many creators on TikTok, how do you find the right TikTok influencers to work with? 

Here Are Five Ways to Find TikTok Influencers: 

  1. Look for TikTok influencers who are already talking about your brand. 

  2. Ask your community for recommendations. 

  3. Look at existing partnerships within your industry.

  4. Spend time scrolling on TikTok. 

  5. Look at who your target audience is already engaging with.

Step #3: Reach Out to TikTok Influencers

Once you’ve compiled a shortlist of potential influencer partners, it’s time to make the first move. 

Your initial message to a creator could make or break a potential partnership, so it’s worth putting in some extra effort.

If in doubt, follow our guide below:

  1. Research for the correct contact details: Be sure to comb the internet and check their socials.
    TIP: A DM slide is fine, but an email may be best. If you’ve tried searching the world wide web with no results, you can certainly slide into their DMs, but a creator’s email inbox will likely be less crowded.

  2. Introduce yourself: Be clear with who you are and your role. Talk about why you think they would be a great fit for the campaign.

  3. Outline your campaign idea: Let them know what you have in mind for the collaboration.

  4. Ask for their media kit: This gives you a good look into their audience demographics, important numbers, and past collaborations. 

  5. Detail your budget or ask for their rates: Be transparent about this right off the bat. 

How to Execute a Successful Influencer Marketing Campaign on TikTok 

Here are our four top tips for success:

  1. Give TikTok Influencers Creative Control

  2. Be Experimental and Take Risks

  3. Build Long-term Relationships

  4. Set Clear Expectations

Tip #1: Give TikTok Influencers Creative Control

When it comes to a successful TikTok campaign, you've got to put your trust in the creative's hands to let them work their magic.

This is why spending time finding the right influencers is so important — you have to trust they’ll understand the assignment.

However, that doesn’t mean you should give creators total free rein when it comes to your campaign.

Which is where having a statement of work comes into play…

Tip #2: Set a Statement of Work 

To ensure campaigns run smoothly, it’s a good idea to draft up a statement of work for all partners you work with – no matter how big or small the partnership.

A statement of work, sometimes also referred to as the “scope of work”, is vital and should include:

  • Campaign goals

  • Campaign theme and details

  • Payment rates, terms, and timeline

  • Detailed content deliverables

  • Approval and submission deadlines 

The statement of work is typically part of a bigger contract, which is the legal document that outlines the expectations for both parties. 

Influencer marketing contracts include more details than the statement of work, including disclosure guidelines, exclusions, approval processes, and content ownership.

We asked Later's Marketing and Communications Coordinator Adrienne Sharpe if brands should include both a statement of work and a contract. Here's what she had to say:

"Yes, it's a good idea. Although some of the content within the two documents will be the same, the intention is different." she explains.

"The SOW will always be sent before the contract, and it can be used as a working document to go back and forth on deliverables and creative ideas before moving into the contract stage."

Tip #3: Be Experimental and Take Risks

TikTok is all about taking creative risks – so why not do the same with your influencer marketing campaign?

Your influencer partnerships on TikTok can (and should) look much different than they do on other social platforms. 

If you've never entered a challenge, now's the perfect time! Have an idea for a viral audio? Time to test the waters and record it.

Get creative and out of your comfort zone.

Take online banking company Chime, for example. They ran an influencer marketing campaign with several TikTok creators like @ladyefron and @rickeythompson.

Chime created their own original TikTok sound and hashtag #ChimeHasYourBack – which has billions of views.

Tip #4: Build Long-term Relationships

When you go the extra mile and build a strong partnership with an influencer, you’re also building a strong relationship with their audience – win-win.

Even if the influencer is a trusted source, it can take time for audiences to get on board and actually click the link or purchase. 

In fact, research says “a person needs to see or hear an advertisement at least seven times for it to make a lasting impression.”

This is why we recommend working with an influencer over a long period of time.

The best influencer partnerships feel so natural and a part of their content that their audience naturally associates the creator with your brand. 

For example, when you think of TikTok star Addison Rae, you may automatically think of American Eagle. That’s because they have a strong ongoing partnership.

Working with the right TikTok influencers is a great way to expand your reach, build a niche community, and ultimately, make sales. 

Whether you're new to influencer marketing or are a seasoned pro, TikTok is one of the best platforms to not only get creative with but experiment, too!

And, did you know you can schedule your posts to TikTok?

mobile-video-editing-apps

When it's time to post, you'll receive a notification through Later's mobile app, along with the video and prepared caption.

This makes it easier to streamline and plan your overall campaign – so you can consistently build on a clear campaign message! 

Later is an approved TikTok Content Marketing Partner.  Plan, schedule, and auto-publish your TikTok videos in advance today. Sign up now for free.

Plan, schedule, and automatically publish your social media posts with Later.

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