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TikTok is a social media platform that allows users to create and post short videos. The content of these videos vary, allowing all users to view and post content that interests them on the platform. Whether you prefer comedy, dances, lipsyncing, or POVs – there is something for everyone. In the past year, TikTok has become extremely popular among the younger generations. The platform has also allowed for a variety of young influencers, like Charli D’Amelio and Addison Rae, to rise to fame. You can track the next emerging TikTokker using Tikscore. Check it out! Reference the condensed version of this blog by downloading TikTokker Pricing Guide
Before TikTok, Instagram ruled the influencer market, and after TikTok, it seems as though Clash is the rising app to join. The success of the platform has caused brands to hire these tiktokkers as influencers in order to appeal to the younger generations.
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Should you use TikTok for influencer marketing?
If your brand is considering using TikTok for influencer marketing, there are few things to keep in mind because the platform may be beneficial for some brands and useless for others. Here are some characteristics of brands that should consider using TikTok for influencer marketing:
1. Your target audience is under 30.
41% of TikTok’s users are aged 16-24. More than half of the platform is under 30 years old. So, if your brand hopes to appeal to a younger audience, TikTok would be the perfect influencer marketing tool. On the other hand, if your target audience includes individuals over 30, TikTok advertisements may not be as beneficial for your specific brand.
2. You are advertising creative content like music, art, or fashion.
TikTok is an amazing platform for creatives to advertise themselves. There are many talented artists that have gained a lot of popularity by advertising their work on their accounts. Because of TikTok’s “For You Page” and algorithm, artists get more visibility on this app than they would on any other. So, if you are hoping to advertise creative content, you should consider using this platform.
3. You are a small brand hoping to gain a bigger following.
TikTok has seen constant growth in popularity. It is currently the most downloaded app in the app store and 90% of those users open the app every day. In addition to this, TikTok’s layout allows the platform’s users to consume high volumes of content at a time. Around 1 billion videos are viewed on the platform every day and the individual user spends an average of 52 minutes on the app each day. Because of this, small brands would have the opportunity to reach a growing, active audience with their advertisements.
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How to use TikTok for influencer marketing
If your brand decides to use TikTok for influencer marketing, there are a few different ways to utilize the platform. It is also important to note that no brand is the same. Some brands would benefit more from certain types of advertisements than others. Because of this, TikTok offers sponsors a variety of advertisement options and ways to partner with popular tiktokkers.
The different types of advertisements offered on TikTok:
1. In-Feed Native Videos
These advertisements are sponsored videos that are integrated into the For You Page of users. The videos are not structured like a normal ad and usually follow current TikTok trends to fit into the audience’s regular feed. They are only 9-15 seconds long and, if the viewer doesn’t want to view the advertisement, they can easily scroll past it. Here are some examples of how brands can utilize this type of advertisement:
- Brands could give a more in-depth description of their products in these videos.
- In addition to posting advertised content, smaller brands can gain popularity by posting sponsored content unrelated to their products that follow some of the current trends on the platform.
Although the other types of advertisements on this list that are paid for daily or weekly, brands must pay for these advertisements per the number of impressions they would like. As long as they pay for a minimum of 600 impressions, there is no limit to the number of guaranteed impressions a brand buys.
2. Hashtag Challenges
Hashtag advertisements are an interactive form of advertisement that involves the creation of a hashtag by a brand in association with a challenge and the product they are advertising. These challenges allow any user to participate and put their own creative spin on the product. Here are some examples of how brands can utilize this type of advertisement:
- Brands could get more people involved by partnering with a popular tiktokker and asking them to participate in their challenge.
- Brands could connect the hashtag challenge to a contest or giveaway to give their audience more incentive to participate. They could offer prizes like gift cards, discounts, or free products.
3. Brand Takeovers
These advertisements take over the audience’s entire screen when they open up the app. This type of advertisement is the hardest to ignore, as the viewer must press the skip button in the corner of the screen in order to exit the ad. Here are some examples of how brands can utilize this type of advertisement:
- Some brands use takeover advertisements to direct more traffic to their brand filter/lens or hashtag challenge.
- This type of advertisement would benefit brands who want their viewers to feel compelled to click on their brand’s website or profile.
4. Branded Filter/Lens
Branded filters/lenses are other interactive types of advertisement. A brand will pay for a filter or lens that any creator can use. Brand lenses or filters are available in the trending section for up to 10 days. This increases brand awareness and allows users to put their own creative spin on the advertisement. Here are some examples of how brands can utilize this type of advertisement:
- Similar to brands starting hashtag challenges, these brands could also partner with a popular tiktokker to advertise their branded filter or lens.
- This option would likely work the best for well-known brands that don’t need to explain their products or message to their audience.
Let’s take a look at the pricing for the different advertisement types:
|In-Feed Native Videos||$10 per impression|
|Hashtag Challenges||$150,000 per week|
|Brand Takeovers||$50,000 per day|
|Branded Filter/Lens||$80,000 per day|
How do brands partner with TikTok influencers?
In addition to purchasing advertisements through TikTok, brands can also establish partnerships and brand deals with influencers. This allows influencers to get paid directly for advertising a brand or product on their own account. Although there are a lot of brand-safe, popular tiktokkers on the platform, it’s important to find influencers that suit your specific brand the best. Here are two different levels of influencers to keep an eye out for:
1. Tiktokker who has a high following on multiple platforms.
When considering these influencers, we’re discussing members of the Hype House and other wildly followed tiktokker influencers. These influencers typically participate in a lot of brand deals on multiple platforms and post daily. Partnerships with these influencers would likely cost a lot more than those with a lower following.
2. Tiktokker who only has a high following on TikTok.
These influencers, known as “TikTok Natives,” rose to fame on TikTok without gaining a high number of followers on other platforms. Because of this, they would only be considered an influencer on TikTok. These influencers are usually less expensive to partner with than a tiktokker who is famous on multiple social media platforms.
What should brands look for in a TikTok influencer:
- Those who only post brand-safe content (i.e. no hateful or inappropriate videos).
- Tiktokkers who post content very often.
- Influencers who interact with their audience.
Reference the condensed version of this blog by downloading TikTokker Pricing Guide