The Complete Guide to TikTok Influencer Marketing

Nowadays where attention spans are dwindling and trends come and go faster than ever before, TikTok has emerged as the reigning king of social media platforms. With its bite-sized, entertaining videos capturing the hearts and minds of millions, it's no wonder that brands are flocking to TikTok to harness its immense marketing potential. In this article, we’ll discuss how brands can incorporate TikTok in their influencer marketing strategy. Let’s dive right in!

What is TikTok influencer marketing?

TikTok influencer marketing is the strategic collaboration between brands and influential creators on the platform to promote products or services to their engaged audience. Unlike traditional advertising, TikTok influencer marketing leverages the authenticity and relatability of content creators to connect with users in a more genuine and organic way.

Why use TikTok influencer marketing?

The power of TikTok influencer marketing lies in its ability to reach and resonate with Gen Z and millennial audiences who dominate the platform. These digital natives value authenticity and are drawn to content that feels genuine and relatable. By partnering with the right influencers, brands can tap into this cultural currency, building brand awareness, driving engagement, and ultimately, driving sales.

Authenticity and Relatability

TikTok influencer marketing allows brands to tap into the authenticity and relatability of content creators, fostering genuine connections with audiences. Unlike traditional advertising, which can feel intrusive or impersonal, influencer-led content on TikTok feels more organic and trustworthy, resonating with users on a deeper level.

Targeting Gen Z and Millennials

With Gen Z and millennials dominating the user base of TikTok, influencer marketing on the platform provides brands with unparalleled access to these coveted demographics. By partnering with influencers who have built loyal followings within these age groups, brands can effectively reach and engage with their target audience where they spend the majority of their time online.

Creative and Engaging Content

TikTok is known for its short-form, visually captivating videos that encourage creativity and self-expression. Through influencer marketing, brands can leverage the creativity and storytelling prowess of content creators to develop engaging campaigns that capture the attention of users scrolling through their feeds. Whether it's through challenges, tutorials, or product reviews, TikTok influencers have the ability to craft content that entertains, educates, and inspires, driving brand awareness and affinity in the process.

How to find the right influencers for your brand

Finding the right influencers for your brand requires careful consideration and research. Look for creators whose content aligns with your brand values, target audience, and marketing objectives. Consider factors such as follower demographics, engagement rates, content quality, and past brand partnerships. Tools like TikTok's Creator Marketplace and influencer marketing platforms can help streamline the search process and identify suitable partners for your campaign.

Review trending hashtags

One effective way to discover potential influencers on TikTok is by reviewing trending hashtags within your industry or niche. By exploring popular hashtags relevant to your brand, you can identify influencers who are actively participating in conversations and creating content around topics that align with your brand's interests. Pay attention to the engagement levels and quality of content associated with each hashtag to gauge the influence of creators within the community.

Search for specific topics using keywords

Another method to find the right influencers for your brand is by conducting keyword searches within the TikTok platform. Utilise relevant keywords and phrases related to your products, services, or industry to uncover content creators who are generating buzz around those topics. Narrow down your search by considering factors such as content quality, audience demographics, and engagement metrics to identify influencers whose content resonates with your target audience.

Use an influencer marketing tool

Leverage influencer marketing tools and platforms to streamline the process of finding and vetting potential influencers for your brand. These tools provide valuable insights into influencers' audience demographics, engagement rates, and past collaborations, making it easier to identify suitable partners for your campaigns. Platforms like TikTok's Creator Marketplace or third-party influencer marketing tools like The Influence Room.

offer comprehensive databases of influencers, advanced search filters, and performance analytics to help you make informed decisions when selecting influencers to collaborate with. By utilising these tools, you can efficiently identify and connect with the right influencers to elevate your brand's presence on TikTok.

Examples of TikTok Influence Marketing Success Stories


In 2020, Chipotle teamed up with TikTok sensation David Dobrik to launch the #ChipotleLidFlip challenge. The challenge urged users to exhibit their prowess by flipping Chipotle's iconic lid in imaginative ways. The campaign swiftly went viral, amassing millions of views and sparking a deluge of user-generated content, thereby catapulting brand awareness and engagement to new heights.

The company closely monitored the impact of the campaign and noted a remarkable surge in their digital sales — up by an impressive 99% compared to the previous year. As a result, digital sales now constitute approximately 18% of their overall sales, showcasing the profound influence and effectiveness of TikTok influence marketing in driving tangible business outcomes.

Elf Cosmetics

Elf Cosmetics leveraged TikTok to promote its #eyeslipsface campaign in late 2019. The campaign encouraged users to create short makeup transformation videos showcasing Elf's products, set to the catchy tune of "Eyes. Lips. Face." by iLL Wayno. This user-generated content helped Elf Cosmetics reach over 6 billion views on the platform, effectively driving sales and increasing brand loyalty among TikTok's predominantly Gen Z audience.

Ocean Spray

In 2020, Nathan Apodaca, also known as @420doggface208 on TikTok, went viral after posting a video of himself skateboarding while drinking Ocean Spray cranberry juice and listening to Fleetwood Mac's "Dreams". The video sparked a trend where users recreated Apodaca's video, leading to Ocean Spray gifting Apodaca a truck filled with Ocean Spray products. Nathan Apodaca's content received around 26 million views on TikTik in 2020, whereas Ocean Spray’s TV advert in 2018 only received around 1.4 million views. This organic viral moment resulted in significant brand exposure for Ocean Spray, demonstrating the power of influencer marketing and user-generated content on TikTok.

In conclusion, TikTok influencer marketing presents a unique opportunity for brands to connect with today's digital-savvy consumers in a meaningful and authentic way. By understanding the nuances of the platform, identifying the right influencers, and crafting engaging campaigns, brands can unlock the full potential of TikTok and drive real business results in 2024 and beyond.


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