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How to Nail Your Influencer Marketing Campaign With TikTok

Kitty Lana Carr
Written By
Kitty Lana Carr
Published On
Aug 14, 2023
Three influencers holding up their phones with #TikTok on the screens

TikTok has a unique and impressive algorithm that presents users with the exact type of content they want to see — it can also make user-generated content go viral in no time. As a platform for brands to leverage in their marketing campaigns, collaborating with content creators has become a significant part of this strategy.

Here are our six steps to nail your influencer marketing campaign with TikTok.

Four content creators filming a TikTok video

1. Understand the Platform

Before launching an influencer marketing campaign on TikTok, it’s important to understand how the platform works. There are many key features to utilize and it’s helpful to learn about the algorithm to maximize results!

According to TikTok, “The system recommends content by ranking videos based on a combination of factors starting from interests you express as a new user and adjusting for things you indicate you’re not interested in, too.”

These factors include the following:

a) User interactions such as the videos you like or share, accounts you follow, comments you post, and content you create;

b) Video information: captions, sounds, and hashtags; and

c) Device and account settings: language preference, country setting, and device type.

Each of these factors is individually weighted by TikTok’s “For You” recommendation system, which means each “For You” page will be completely unique to a user and their level of interest. 

2. Identify Your Goals, Budget, Target Audience and Timelines

As with any campaign, it’s important to understand what your goals are, who you’re looking to target, when the campaign will launch and what your budget is. Having a clear idea of the following will help you to plan a successful influencer marketing campaign on TikTok.

3. Research and Analyze Creators of Interest

With one billion active global users, there is a wide variety of creators from all different categories, all over the world and with big and small audiences. When launching an influencer marketing campaign on TikTok, do your research so that you are selecting creators who are relevant to your business, your budget, have an engaged audience, and produce quality content.

For example, we launched a TikTok campaign with our client Napoleon Grills in an effort to build brand awareness and engagement. We partnered them with barbecue enthusiasts to produce drool-worthy recipe content that consumers would want to replicate. Prior to launching, we ensured that the participants were located in their target market, had a large following, a high engagement rate, and were already producing strong-quality content. This video alone reached 6.6M+ views!

4. Utilize Trending Sounds, Hashtags, and Relevant Challenges

With TikTok’s algorithm, using trending sounds, hashtags, and hopping on viral challenges are tricks to help your content reach more users. On the TikTok Discover page, you will see a list of what’s trending, making it easier for you to optimize your influencer marketing campaign. Another key tip is to keep captions concise! TikTok is a short-form video app and users are looking for quick and digestible content. No need for lengthy captions here!

Through an engaging influencer marketing program, Universal Music was looking to drive awareness to Salem Ilese’s new single Mad At Disney. With the song already trending on TikTok, we knew this was the perfect platform to utilize for this campaign. 

We noticed that many creators were posting videos of Disney-inspired outfits so we decided to partner with lifestyle, fashion, and beauty influencers to post their favourite Disney-inspired outfit and makeup look to the song Mad At Disney. The campaign was a huge success with 2.2M+ people reached and 3.1M+ engagements!

5. Incorporate a Paid Amplification Strategy

With any influencer marketing campaign, having a paid strategy is helpful to increase awareness, engagement, and target the right people in the right places. Based on interest and demographic targeting, you’re able to extend your audience and reach, therefore increasing your ROI.

Through TikTok Business Manager, you can now boost content, similar to how you would through Facebook. As a first step, you will need to gain permission from the influencer through the platform. Once this is done, you can set your budget and targeting and watch the results come through!

6. Measure Your Results

Once all influencer content has gone live, request screenshots of the influencer’s TikTok post analytics so that you can measure its success. Some KPIs we suggest focusing on include reach, engagement (likes, comments, and shares), total views, and cost-per-engagement.

Once all boosts are complete, analyze your metrics including reach, impressions, cost-per-result, and link clicks. 

Two people browsing on the TikTok platform

Kickstart Your TikTok Influencer Marketing Campaigns Now

TikTok is just scratching the surface and will continue to evolve as a dominant platform for short-form video content. By understanding these key factors, you’ll be able to nail your influencer marketing campaign on TikTok without a hitch!

Ready to kickstart a TikTok influencer campaign designed by the experts at The Influence Agency? Connect with us to learn more.

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Author

  • Kitty Lana Carr

    Kitty Lana Carr is an Account Director, Creative Services and specializes in influencer marketing and paid media strategy, and creative direction for branded content. You will find Kitty walking her rescue dog Joy and trying out new food spots in Toronto!

    View all posts
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Author

  • Kitty Lana Carr

    Kitty Lana Carr is an Account Director, Creative Services and specializes in influencer marketing and paid media strategy, and creative direction for branded content. You will find Kitty walking her rescue dog Joy and trying out new food spots in Toronto!

    View all posts


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