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8 min read | August 17, 2022

TikTok influencer marketing: Why you should build your TikTok strategy today

TikTok influencer marketing can be a great way to raise brand awareness. Aside from the fact that TikTok’s audience is growing every day, the platform’s unique algorithm makes it much easier to target your audience and go viral on a budget, provided the content you post appeals to your niche market. And if you decide to collaborate with a TikTok influencer, then your reach can increase dramatically, helping you get your message to the right people. 

Let’s take a look at how TikTok marketing works and how choosing the right TikTok influencer can help you promote your brand.

Struggling to find the right influencers for your campaigns?
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How TikTok influencer marketing works

TikTok influencer marketing is all about partnering with active influencers in order to create short-form TikTok videos that promote your brand. This provides you with a more organic form of advertising compared to the usual manufactured sales pitch used on other platforms, helping you to build credibility, social proof, and trust with your audience.

Many brands choose to operate their own TikTok account to post branded content or paid ads. This can be a good option, however, branded content can sometimes feel less natural and generate less engagement than influencer-generated content (IGC). It’s therefore worth collaborating with an influential TikTok user as you not only get instant access to a much larger audience, but you can also take advantage of the trust, engagement, and authenticity that they have generated in the eyes of their followers. After all, that is what most consumers are looking for these days: genuine interactions, not hard sales pitches. 

Benefits of using TikTok influencers

The most obvious benefit of TikTok influencer marketing is that the platform has over one billion active users. The platform also relies on a unique algorithm that makes it much easier for small creators to go viral compared to other platforms. This means you can reach a larger, more relevant audience without breaking the bank. And you don’t need any specific experience in how to market your business on social media to see good results.

Let’s take a look at these benefits in a bit more detail.

Reach a large audience on a small budget

With most social media platforms, you have to take time building an audience so that you can get your content in front of as many people as possible. But things work a bit differently on TikTok. Because of the way the platform and its algorithms work, you can display your content to a large audience from day one. 

TikTok’s algorithm prioritizes content itself, not a person’s following. As a result, your statistics and the size of your audience don’t have an impact on your reach. Any brand can potentially go viral with the right content and hashtags. You just have to research TikTok trends and popular hashtags, then work with an influencer to create a video that fits in with what people want. Check out our post on how to hire influencers for more information on finding the right fit for your brand.

So, how does the algorithm work exactly? 

Put simply, TikTok shows users videos it thinks they want to see based on their past engagements, including:

  • Videos liked and completed
  • Audio clips listened to
  • Accounts interacted with
  • Hashtags followed
  • Comments posted

So, with the right TikTok influencer marketing strategy, you can easily reach a large audience on a limited budget and potentially get your brand out to millions of users. Even if your content doesn’t go viral, TikTok’s algorithm is still great for getting your content out to pre-segmented audiences with specific interests. 

Build connections & trust quickly

All the above results in perhaps the most important benefit of TikTok influencer marketing: it’s much easier to build connections and trust than it is on other social media platforms. And the more connections you build, the greater your brand awareness. 

You can, of course, do this through your own TikTok profile. However, getting an influencer to introduce your brand to their audience is usually far more effective. That’s because you get the added bonus of credibility and social proof, because followers are far more likely to trust a product that an influencer they are following endorses. And this means that they are far more likely to trust you and your brand, too.

Finally, TikTok influencer marketing is not about high production value, it’s all about being as authentic and personable as possible. As such, you don’t need to blow your marketing budget on a professional influencer to see good results from your campaign. A lesser-known micro-influencer can reach just as many followers and build connections and trust with your target audience, helping you increase that all-important brand awareness.

How to find the right influencers for your brand

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