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How to Use TikTok Influencers: TikTok Marketing Breakdown For Brands

TikTok is the newest trend in social media with over 1.5 billion downloads on Google Play and the App Store, and over 500 million active users.

How to Use TikTok Influencers: TikTok Marketing Breakdown For Brands

TikTok is the newest trend in social media with over 1.5 billion downloads on Google Play and the App Store, and over 500 million active users.

Now recognised as one of the fastest-growing social media platforms, marketing opportunities for TikTok influencers are aplenty.

The platform has been used for a variety of purposes. Recently, it has become one of the most effective channels for digital marketers to reach their target audiences. So whether you are planning to use TikTok influencer marketing or just looking to grow your business in general, you can check out this introductory guide to get started on the right foot.

What is TikTok?

TikTok is similar to older social media platforms like YouTube or Vine in the sense that its most significant feature is the sharing of videos. The company began through two distinct apps. The first one started as ‘Douyin’ in China but was tagged as TikTok internationally, and a large majority of its initial user base was located in Asia.

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Founded by Chinese developers but already with a major following among Western audiences, the second app was In 2018, TikTok owners decided to buy, and they rebranded both apps into a combined app which is now known as TikTok globally.

After the merger, TikTok became one of the most downloaded apps in the world, especially because the fun and playful video + music style that was the foundation of the original app is loved by Generation Z who continue to download in large numbers.

The app allows users to share their short videos with the world, making it an invaluable tool for sharing talent and contributing to global culture. Today, it has evolved into a unique platform that has been instrumental in fostering creativity and self-expression through different types of content.

What are some TikTok marketing stats to take note of?

TikTok has undeniably taken the world by storm, and it’s no secret that businesses should be taking advantage of this platform to reach their target audiences. But what are some specific stats that prove TikTok influencer marketing campaigns are worth it? And how can you convince stakeholders about using TikTok to market a business? Here are some facts:

  • TikTok took the title of being the most downloaded app of 2021, garnering a total of 656 million downloads. It's been downloaded 100 million more times than Instagram that year and it's the third year in a row that it's held this top spot.
  • According to Hootsuite's Digital 2022 Report, TikTok is now the 6th most-used social media platform in the world.
  • It's been reported that about eight new users join the platform every second, which means around 650,000 users join every day. That's the entire population of ACT and NT combined!
  • One of TikTok's most valuable assets for businesses is the Creator Marketplace, a section for official influencers on the platform. Currently, there are over 100,000 creators brands can partner with to create content for their target audience covering over 150+ markets.
  • Based on Tiktok's own audience demographics in 2022, 67% of users say they were inspired to shop even when they weren't intending to while browsing content on the platform.

Who uses TikTok?

If you are 40 or older, you’ve probably never heard of TikTok as it is predominantly youth-oriented. Some of the Gen Z youngsters may have Facebook accounts but they rarely use them – one main reasoning for this is their parents are frequent users of Facebook and they are looking for a platform they can truly make their ‘own’.

While they might be prepared to share Instagram with their parents, they desire their own social spaces, and this is where TikTok comes into its own. Statistics show that people between the ages of 16-24 are the largest user base on TikTok, making up 41% of the total users.

However, the app is not limited to Gen Z users as you can find anyone from those with celebrity status to influencers to politicians utilizing the platform to engage with a new audience, and often showcase a lighter or more fun side of their personal life.

TikTok is a popular app for creative minds, but it also enables anyone to become a creator. Users upload and share videos that are usually as short as 15 seconds.

Most of the content features:

  • dance videos
  • lip-sync videos
  • pranks
  • cleverly edited videos
  • creating physical comedy skits.

Even more, you’d often find users adding visual and audio effects such as filters and songs which is made simply by the app's inbuilt editing tools.

How do you use TikTok for an influencer marketing campaign?

In line with all social media and influencer marketing, it is important that you do not come across as being too ‘sales-y’ on TikTok or use a ‘brand first’ marketing push. Traditional advertising does not resonate on this platform, mainly because of its younger demographic.

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Members of the Gen Z age group are known for their hatred of anything that looks like a traditional ad or feels like a brand is ‘selling’ to them. They are seeking content that entertains, delights, informs or educates them – so branded content can perform well on this channel if done in a manner that takes the user on an inclusive journey.

Like any influencer campaign, for your TikTok influencer marketing strategy to be successful, you need to first identify and work with influencers whose following match the target audience you are after.

On TikTok, you can find a plethora of different influencers including:

  • fashion influencers
  • fitness influencers
  • food influencers
  • music influencers
  • lifestyle influencers
  • makeup influencer
  • sports influencers

These niche influencers can help bring your campaigns to life.

But even more, your success also hinges on appealing to the youth demographic on the app. So, avoid giving your influencers a script. They need to be allowed the flexibility to tell your story to their followers in an authentic manner. Remember – they have spent enormous time, energy and resources building trust and authority with their followers. Trust that they know best how to speak to them in a way that will resonate.

Which famous brands are on TikTok?

Since 2018, TikTok has been evolving into an advertising and marketing haven for those looking to target Gen Z and millennials. Brands are drawn to the sheer number of active users on TikTok. Plus, it is easier for TikTok videos to go viral than on other social media channels.

If your brand is targeting the Gen Z demographic, and it is not on TikTok, then you’re really missing out. But even if your brand is targeting a different age group, teens and youths are known to spot really cool things fast and become early adopters of new trends.

Plus, big brands like Fenty Beauty, Apple Music, Nike, Chipotle are using TikTok to show off lighter sides of themselves and engage more users.

There are lots of opportunities on TikTok for brands who are willing to try releasing ‘control’ of their sometimes firmly held brand messages and allow these young, dynamic influencers and creators to bring a new breath of life to their brands. With TikTok’s growth rate, it could be ushering in a more diverse audience, which means more reach and opportunities for brands.

What are some good examples of TikTok influencer marketing tactics?

As businesses try to find new and innovative ways to market themselves, TikTok has become an increasingly popular platform for doing so. There are a few tried-and-true strategies that brands have already been employing to achieve success on the short-form video platform.

  • Trending songs. TikTok users are from younger demographics, which means it's easy for them to get swept up in the latest trends. One of the best ways to ensure that your content is seen by as many people as possible on TikTok is to tie it in with a trending song. Because of the way the TikTok algorithm works, videos that are associated with popular songs are more likely to become more visible. "Say So" by Doja Cat, "Laxed" by Jawsh 685, and "Heat Waves" by Glass Animals are just some of the viral songs that have taken TikTok by storm. It definitely pays to keep your finger on the pulse of what's popular in music and use it to inform your marketing strategy on TikTok.
  • Humour or comedy. As perhaps the top recurring theme on the social media platform, humour is a sure-fire way to get audiences engaged on the TikTok app. People are looking to be entertained when they scroll through the app, so if you can make them laugh, you're more likely to get their attention. This doesn't mean that your videos have to be side-splittingly funny, but even a subtle sense of humour can go a long way. TikToker Khabane Lame, who started his account after getting fired from his factory job in Italy in March 2020, is now worth $5 million, thanks to his comedic antics.
  • TikTok hashtag challenges. A type of user-generated content (UGC) where brands ask users on the platform to participate by sharing their videos using a branded hashtag. Examples include the #ShopBlack campaign featuring Shopify and TikTok, #PlayWithPringles, and #EyesLipsFace by e.l.f. Cosmetics (which also obtained exposure from big celebs like Lizzo and Ellen DeGeneres for free).

Which social media personality on TikTok should you work with?

There are many TikTok influencers in a variety of niches with varying levels of experience and expertise. Finding the right influencer doesn’t always mean looking for the one with a million followers, the one with the biggest YouTube channel, or has the most viral TikTok video.

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The best advice would be to find someone you or your brand resonate with, someone who will supplement your work, and someone who will share their experience alongside you for mutual growth.

Finding the right content creator on this platform is about finding a match for yourself. Do your research. Talk to them on camera or over coffee and get an understanding of who they are as much as what they want from this TikTok account collaboration.

What are their strengths? Do they have experience working in your particular niche before? Are they into making informative videos or do they create challenge videos more? What don’t they enjoy doing so much? Are they not comfortable with making lip-syncing videos or dancing videos? These are some of the questions you want answers to.

How do you reach out to TikTok influencers?

To find the best TikTok influencer marketing partners for your brand, post a job on and receive proposals from qualified and passionate content creators. You can also look for individual influencers by using the search bar on the website.

When you find an influencer that you want to work with, reach out to them directly and pitch your idea. Keep in mind that there's an influencer vetting process involved here, so it's important to do your research beforehand.

How much do influencers charge on TikTok?

When it comes to TikTok influencer marketing, there's no one-size-fits-all answer to the question of how much to pay talent. The amount that you should budget for depends on a variety of factors, including the size of the influencer's following, the type of content they create, and how much engagement a post receives.

However, as a general rule of thumb, you should expect to pay anywhere from $50 per post for nano-influencers or those with 1,000 to 10,000 followers and $10,000 or more for mega influencers who have more than $500,000 followers.

Learning how to work with influencers on TikTok is a fairly straightforward process, but it takes time to build up a good working relationship. However, once you've found the right influencer for your brand, you'll be able to reap the benefits of having a trusted partner who will work within budget and your desired KPIs.

Here’s just a handful we have on platform:

Visual for How to Use TikTok Influencers: TikTok Marketing Breakdown For Brands blog
Visual for How to Use TikTok Influencers: TikTok Marketing Breakdown For Brands blog
Visual for How to Use TikTok Influencers: TikTok Marketing Breakdown For Brands blog
Visual for How to Use TikTok Influencers: TikTok Marketing Breakdown For Brands blog
Visual for How to Use TikTok Influencers: TikTok Marketing Breakdown For Brands blog
Browse Australia’s best TikTok influencers on