Mastering TikTok Influencer Marketing: Finding the Right Fit for Your Brand

Are you struggling to find the right influencers for your TikTok influencer marketing campaign?

Collaborations with TikTok influencers can help your brand establish a unique and memorable identity. In 2021, 42% of US marketers took to TikTok for influencer marketing, up from 36% the previous year. That number is set to rise in the coming years as the popular video-sharing platform continues to race successfully against Facebook for influencer marketing use.

But getting started with TikTok Influencer marketing can be challenging. Identifying influencers who align with your brand values and resonate with your target audience is the tricky part. An influencer whose audience matches your target customers will result in great collaborations and goals met, post after post.

With an apt TikTok marketing strategy, you can find the right influencers, negotiate lasting collaborations, pindown the costs involved in the process, and assess how successful your posts will be. If the strategy works, bingo! You can replicate the strategy to keep seeing results.

In this blog, we’ll explore how to find the right TikTok influencers for your brand using proven strategies to achieve success with TikTok influencer marketing.

From identifying your target audience to evaluating an influencer’s authenticity and engagement rate, we’ll cover everything you need to know to launch a successful TikTok influencer marketing campaign. Let’s dive in!

Why Does TikTok Influencer Marketing Work?

Influencer marketing can be a powerful strategy if you’re looking to boost your brand’s presence on TikTok. By partnering with the right TikTok influencers, you can increase brand awareness, reach new audiences, and drive engagement with your target market.

According to TikTok user statistics, TikTok is the fastest-growing social media platform, with over 1 billion active users worldwide. Moreover, TikTok’s user base is heavily skewed towards younger audiences, with 41% of users aged between 16 and 24. This makes TikTok an excellent platform for brands looking to target younger demographics.

TikTok user statistic

Now, let’s talk about why TikTok influencer marketing works.

One of the key reasons is the high engagement rate on the platform. As per Insider Intelligence, TikTok’s popularity inched ahead of YouTube in 2022, with the average time spent on the social media platform pegged at nearly 46 minutes.

According to other reports, Android users worldwide spent 23.5 hours on TikTok. The platform’s algorithm is also unique in that it heavily emphasizes the quality of content, resulting in higher engagement levels for top-performing creators.

average time

By partnering with TikTok influencers, you can leverage their existing audience and content creation skills to reach your target market authentically and drive engagement among unexplored segments.

TikTok influencer marketing platforms can help you find the right influencers for your brand based on audience size, engagement rate, and content style. The right influencers for your brand will align with your values, target audience, and overall marketing goals.

When working with TikTok influencers, it’s essential to establish clear goals and expectations for your campaign. This includes setting a budget, defining the scope of work, and crafting a compelling influencer brief.

By working closely with your chosen influencers, you can ensure the content produced aligns with your brand’s messaging and resonates with your target market.

How To Find TikTok Influencers Who Align With Your Brand?

As mentioned earlier, for successful TikTok influencer marketing, you want to ensure the influencers you work with have a significant following on the platform and align with your brand values and messaging.

So how do you find TikTok influencers who are the right fit for your brand? Here are some tips you can follow:

1. Identify Your Brand’s Target Audience

Identifying your target audience is crucial if you are considering using TikTok influencer marketing to boost your brand’s presence on the platform. By understanding who your audience is and what they’re interested in, you can find the right influencers for your brand and create content that resonates with your target market.

To identify your target audience on TikTok, you can start by analyzing your existing customer base and conducting market research to understand their preferences and behaviors. Once you clearly understand your target audience, the next step is to find the right influencers for your brand.

2. Use Influencer Marketing Platforms

There are several influencer marketing platforms that can help you find TikTok influencers who match your brand’s values and messaging by using smart algorithms to trawl the sea of potential influencers.

These platforms use data and analytics to create databases and identify the right influencers for your brand based on factors like audience size, engagement rate, content style, demographics, and niche.

Apart from their influencer marketplaces, influencer marketing platforms also extend various features, such as relationship management and influencer content amplification, to drive seamless content creation and collaboration.

3. Research Potential Influencers

Once you’ve identified potential influencers, it’s crucial to research them thoroughly. Look at their content and engagement rate to ensure they align with your brand values. Also, check their comments section to see what TikTok followers are saying about them.

To arrive at a more viable shortlist of potential influencers, a pro tip is to look at who is already creating a buzz about your brand on the platform. Successful influencer marketing is driven by loyalty and trust. So, you can gain by connecting and collaborating with those influencers who are already following your brand.

Another way to research and narrow down potential influencers is to bank on the audience research you have conducted. Using this route, you can directly identify the types of influencers they are engaging with.

4. Reach Out To Influencers

Once you’ve identified the influencers you want to work with, it’s time to reach out to them. To ensure your message doesn’t get lost in DMs, try reaching out to the influencer’s official email address if one is listed in their bio.

Once you’ve established a connection, be clear about your brand values and messaging and how the influencer can help you reach your target audience. Share with them your campaign ideas and goals. It’s also essential to be transparent about your budget and negotiate fair compensation for the influencer’s work.

Finding the right TikTok influencers for your brand takes time and effort, but it’s ultimately worth it. Nurture the collaborations to ensure they are lasting and long-term. Give your TikTok brand influencers as free a rein as possible and trust in their creativity and ability to go viral.

Measuring the Success of Your TikTok Influencer Marketing

While partnering with the right TikTok influencers is crucial for the success of your marketing campaign, it’s equally important to measure the performance of your campaign to understand its effectiveness and optimize your strategy for future campaigns.

Here are some key metrics you should track to measure the success of your TikTok influencer marketing campaign:

1. Reach and Engagement Metrics

Measuring reach and engagement metrics, such as views, likes, comments, shares, and saves, can help you understand the overall performance of your campaign. By tracking these metrics, you can see how many people have seen your content and how they have interacted with it.

2. Conversion Metrics

Measuring conversion metrics, such as click-through rates, website traffic, and sales, can help you understand the impact of your campaign on your bottom line. Tracking these metrics shows how many people have clicked on your call-to-action and taken action on your website or landing page.

3. Brand Awareness Metrics

Measuring brand awareness metrics, such as brand mentions, hashtag usage, and follower growth, can help you understand how well your campaign contributes to raising brand awareness. Tracking these metrics shows how many people are talking about your brand and how your follower count is growing.

4. Cost Metrics

Measuring cost metrics, such as cost per impression, cost per engagement, and cost per conversion, can help you understand the overall cost-effectiveness of your campaign. By tracking these metrics, you can see how much you spend to reach your target audience and how well your campaign performs relative to its cost.

To measure these metrics effectively, you must set clear goals for your campaign and track your progress against those goals. You can use TikTok influencer marketing platforms and social media analytics tools such as SocialPilot to track your campaign metrics and optimize your strategy based on your performance.

The Future of TikTok Influencer Marketing

TikTok influencer marketing has quickly become a powerful strategy for brands to connect with their target audience. As the platform continues to grow in popularity, the future of TikTok influencer marketing looks bright.

Brands must find the right influencers for their brand and ensure their content aligns with their marketing goals. As the market becomes more saturated, influencer marketing platforms will become more sophisticated in targeting capabilities and using measurement tools.

Brands must also stay aligned with the latest TikTok trends and features to ensure they leverage the platform to its fullest potential.

In addition to advertising your brand with TikTok influencers, you should focus on increasing shares and communicating with your followers regularly.

TikTok trends

To drive engagement at the right times, you can prepare your video content in advance and schedule it with the SocialPilot TikTok scheduler.


TikTok influencer marketing can be a highly effective strategy for building brand awareness and driving sales. Finding the right influencers for your brand is essential to maximize your campaign’s impact.

This means identifying individuals with a significant following, an engaged audience, and whose values align with your brand. To find the right TikTok influencers for your brand, consider using a TikTok influencer marketing platform, analyzing TikTok influencer marketing statistics, and reaching out to influencers with relevant content.

Following these steps, you can build a successful TikTok influencer marketing campaign to help you reach new audiences and grow your brand visibility. Remember, influencer marketing is a long-term strategy that requires continuous effort, but the rewards are worth it.

Frequently Asked Questions

What are the risks of TikTok influencer marketing?

There are several risks associated with TikTok influencer marketing. Firstly, influencers may fail to represent the brand accurately or may act up, damaging the brand's reputation. Secondly, influencers may not disclose sponsored content, which could result in legal and ethical consequences. Thirdly, relying solely on TikTok influencers for marketing can limit a brand's reach to a specific segment, potentially neglecting other valuable audience demographics.

How much should a brand pay a TikTok influencer?

The right remuneration for a TikTok influencer depends on various factors, such as their follower count, engagement rate, niche, and the scope of the campaign. On average, micro-influencers with 10,000 to 50,000 followers can charge $100 to $500 per post, while influencers with over a million followers can charge several thousand dollars per post. However, the cost may also vary based on the type of content, exclusivity, and other negotiation factors between the brand and the influencer.

How many followers should a TikTok influencer have to work with brands?

There is no specific number of followers required for TikTok influencers to work with brands. Brands may work with micro-influencers who have as little as a few thousand followers or with macro-influencers who have millions of followers. What matters more to brands is the influencer's engagement rate, content quality, audience demographics, and alignment with the brand's values and goals.

Which is better: TikTok influencer marketing or Instagram influencer marketing?

There is no definitive answer as to which platform is better for influencer marketing, as each platform has unique advantages and disadvantages. TikTok may be better suited for reaching a younger audience and promoting creative, short-form video content. On the other hand, Instagram may be better for showcasing lifestyle and fashion products through visually appealing images and stories.

How do I become a successful TikTok influencer?

To become a successful TikTok influencer, it's important to create high-quality, engaging content that resonates with your target audience. Aim to post regularly and engage with your followers. Utilize popular hashtags, collaborate with other influencers, and stay up-to-date on the latest trends and features. You must also have a strong brand identity and stay true to your values and personality.

Author: Khanim Hajiyeva

Khanim Hajiyeva is a content writer at Planly. She is a master of words and a storyteller extraordinaire. Khanim keeps up with what's new in social media and uses her knowledge to create exciting and helpful content for people to enjoy.