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Influencer Marketing Blog Posts

TikTok Influencers: Who They Are & How To Work With Them

Updated on June 19, 2024
7 minute read

To the FYP and beyond! 🚀

Published June 19, 2024

The immense growth of TikTok means huge opportunities for TikTok influencer marketing.

Before you dive into a new campaign, it’s crucial to know what makes TikTok influencers unique and to understand the basics of great TikTok campaigns.

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Who Are TikTok Influencers?

TikTok influencers are a diverse group of people with one thing in common: making videos on the platform. 

These videos range from advice to comedy to unique takes on TikTok trends, to dance choreography and lip-synching.

How Are TikTok Influencers Different From Creators On Other Platforms?

TikTok influencers may cross-post to other social media platforms like YouTube Shorts or Instagram Reels. However, Tiktokers are a unique type of creator who function differently than those on other social platforms.

Here’s what sets them apart.

They Are Video-Centric 

TikTokers are masters at storytelling and expressing themselves through video. They have inspired other social platforms like Instagram, Facebook, and LinkedIn to be more video-forward. Talk about influential!

They Are Trend-Forward 

TikTok uses trending sounds to share content, similarly to how Instagram uses hashtags. 

To stand out from the crowd, TikTok influencers need to do something different than everyone else with trends. Better yet — they set the trends themselves.

They Are Niche Community-Driven

Creating a community with short-form video content is how you become successful on TikTok. 

TikTok’s algorithm serves content to niche communities, sometimes known as “Cores” or “Toks.” 

For instance, “Cottage Core” creators might make videos with a cottage aesthetic, while “BookTok” creators review their favorite books and give recommendations.

If you’re already sold on working with TikTok influencers, we’ve got you covered. 

Later Influence helps you find the best TikTokers, manage your campaigns, and analyze performance in one simple platform. Book a demo today!

How Does TikTok Pay Creators?

For many, content creation on TikTok has grown from a hobby to a full-time, well-paying job. 

What TikTok influencers earn depends on how they use its monetization features, plus their following and engagement.

Here are just a few of the ways that TikTok creators make money.

#1: The Creator Rewards Program (Formerly The Creator Fund)

The Creator Rewards Program, formerly known as the Creator Fund, is TikTok’s internal monetization engine and is paid out to engaging Creators who qualify for the program. 

To qualify for the Creator Rewards program, TikTokers must:

  • Have at least 10,000 followers and 100,000 video views in the last 30 days

  • Live in the United States, United Kingdom, Germany, Japan, South Korea, France, or Brazil

  • Use a personal account, not a business or government entity

  • Post original content which is at least 1 minute long and follow all community guidelines

  • Be at least 18 years old

According to Later’s 2023 Creator Compensation report, only 10.3% of creators say this program is part of their income.

#2: TikTok Pulse

TikTok Pulse allows creators to connect with brands to create ads which share revenue with creators, similar to YouTube monetization.

According to Business Insider, TikTokers make between $7 to $8 per 1,000 video views on TikTok Pulse ads.

#3: TikTok Shop

TikTok enables certain creators to sell products directly through their videos using TikTok Shop, the platform’s internal e-commerce platform.

TikTok Shop allows creators to sell products 4 ways:

  • Through live shopping

  • Creating shoppable in-feed videos

  • Adding their products to a “product showcase” on their profile

  • Add products to TikTok’s “Shop” tab

#4: Their Personal Brand

Even if an influencer uses TikTok’s monetization features, there are so many other ways that they can make money.

Often, the most valuable thing that creators have is their personal brand. With loyal followers and an established niche, TikTok influencers make most of their money through things like:

  • Brand deals

  • Affiliate marketing

  • Creating courses

  • Selling merchandise

Average TikTok Influencer Rates

The average TikToker makes $500 per brand deal, according to Later’s Creator Compensation report, but the total price will range based on a few things:

How To Find And Hire TikTok Influencers For Your Brand

Working with TikTok influencers for brand collaborations is a great way to build brand awareness for new audiences, launch new products, and start making sales. (After all, influencer marketing is one of the best forms of social proof.)

Here’s how to kick off your first campaign with TikTok influencers.

#1: Search For Influencers

If you use the platform, you might already have some TikTokers in mind for your next campaign. 

However, you’ll want to be strategic and find the right creators for your audience. 

And it’s not all about follower count either – micro and nano influencers often have more engaged audiences and can be a more cost-effective option.

Our recommendation? Using a more scalable approach. Later Influence has a searchable database of vetted influencers which makes searching for the right TikTok partners simpler than ever.

#2: Outline Your Collaboration

Collaborate with your newfound partners to figure out what will work, keeping in mind:

  • Your brand goals

  • The campaign goal and CTA

  • Trending sounds, video formats, and Cores or Toks

Pro-tip: This will involve a lot of back-and-forth communication—it’s best to keep all of that in one place (alongside your contract and payment information) in a single Influencer Marketing Platform.

#3: Sign Contracts

Make your partnership official with the right influencer contract. This contract will ensure you and the creator are on the same page about payment, the collaboration process and campaign deliverables.

Learn everything you need to know about influencer contracts here.

4. Begin Campaign Creation

Now that you’re contract official, it’s time to let TikTokers do what they do best — start creating content that aligns with your brand.

This is another place where an influencer marketing platform comes in clutch. Later Influence can be used to approve creator content, provide feedback, and can even distribute payments. 

5. Launch Your Campaign

It’s go-live time!

You can use Later Social’s TikTok Scheduler to schedule share influencer content to your brand accounts, and, of course, use Later Influence to analyze campaign performance.

If you want more details on TikTok campaign development, check out Later’s Ultimate Guide to TikTok Influencer Marketing.

2024’s Top 5 TikTok influencers

There are millions of creators on TikTok. Here are some of the most well-known on the platform:

#1: Charli D’Amelio

Charli D’Amelio is one of the original dance and fashion influencers on the platform. 

At only 20 years old, she’s already starred in a reality series with her family, launched 3 brands, and oh yeah… she won Dancing with the Stars.

#2: Caitlin Reilly

This hilarious comedian is known for impersonating people you’ll come across in everyday life, such as “The Wedding Vows of the Girl Who Bullied You in High School.”

#3: The Old Gays

Initially a YouTube series, this group of elderly gay men reacting to modern life quickly grew their following on TikTok.

#4. Life of a Sassy Stew

An airline attendant who creates videos about her everyday life as a flight attendant.

#5: Molly Carlson

Part of the #BraveGang, Team Canada, Red Bull-sponsored high-dive champion Molly takes her followers around the world and shows off her skills in stunning locations.

Grow Your Brand With TikTok Creators

Growing with TikTok can be incredibly profitable — if done well. One way to guarantee a smooth campaign? Working with Later Influence.

Our influencer marketing platform streamlines the process from finding the right creators to managing and scaling campaigns.

Book a Demo with Later Influence to learn how we can help you level up your TikTok game and drive business ROI.

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