Why You Need TikTok Influencer Marketing

Apr 26, 2022

Social Media Platforms

Why You Need TikTok Influencer Marketing

TikTok is a platform that many brands and advertisers are reaping the rewards of. Brands all the way from ASOS to Oreo are smashing it on TikTok right now.

TikTok influencer marketing is a constantly growing part of the marketing space, with studies showing that audiences are more likely to be convinced to make a purchase based on word of mouth.

With over 1 billion active users and an engagement rate five times higher than other social media platforms, it could be time for you to consider embracing TikTok influencer marketing into your marketing strategy.

You might be thinking that TikTok is a young person’s game and the type of audience you would be reaching will be full of Gen Z and younger millennials. But this couldn’t be further from the truth.

The age of TikTok users is rising, but even if it wasn’t, the platform presents an opportunity to convert users into brand advocates before they enter the purchase consideration phase of their lives

Why does TikTok influencer marketing work?

Social media audiences, especially on TikTok, do not often react well to branded content that feels like an obvious advert.

Influencers, who are themselves social media natives, have a particular advantage over brands, in that they have a tried and tested way to reach and appeal to their target audience.

In a nutshell, influencers create native content and by onboarding them into your marketing strategy for TikTok, you can, through them, create more native content that resonates with your target audience.

Influencers on TikTok are also ingrained within the major trends and talking points on the platform and can help give you insight into what’s relevant to your audience.

How does TikTok influencer marketing work?

Now our persuasive argument has convinced you that TikTok influencer marketing is the way forward, it would be rude not to show you how it works.

Well, first and foremost you need to decide what your influencers are going to do for your brand, what product they will be promoting and what message they are trying to send 

The easiest way to show this is through an example of a brand that has built a successful influencer marketing campaign on TikTok and how they achieved this. 

Non-Alcoholic spirit company Lyre’s #soberbutspirited campaign aimed to raise awareness of the brand’s range of alcohol free gin and tonic cans and represent how the product allows you to still have fun in ‘Dry Jan’. The theme of this campaign was humour, lifestyle and fun.

The next step involves selecting the influencers you want to leverage to position this message to the correct audience and in the correct way.

There are a multitude of tools, such as Dovetale, Klear and The TikTok Creator Marketplace, that exist to help brands find the right influencers, that analyse everything from audience age to content style/theme.

Moving back to Lyre’s influencer marketing campaign for TikTok, the brand used these tools to select influencers that fit the theme of the activation and the audience demographics the brand wanted to reach.

Now you have selected your influencers, you can begin to onboard them and brief them on the message of the campaign and what they need to do for you.

But be wary of restricting them too much, as they know what works for their audience and it’s important to give them the creative freedom to make this branded content work for their fans.

TikTok influencer marketing works best when influencers are allowed to create TikTok-style content, rather than an obvious brand partnership. 

Now let them get to work, review their content, and if it fits the bill then let them post it to their own channels. But make sure to drop a comment to show audiences a connection between you and your influencer partners.

This is exactly what Lyres did and the influencer marketing campaign garnered over 4,000,000 views across 4 videos, pretty good, right?

How much do brands pay influencers on TikTok?

It all sounds great doesn’t it, with influencers giving brands a way to connect with audiences on a platform that is renowned for generating huge engagement and reach.

So you’re probably wondering, how much is this going to cost me?

Well, for influencer marketing on TikTok, this is entirely dependent on the size of the influencer you want to use.

According to Influencer Marketing Hub, the cost of influencer posts on TikTok looks something like this…

However, the cost of TikTok influencer marketing can increase, based on how far you want to take it.

Brands can just utilise influencers to create video content, but this can be taken further and there are a number of factors that have to be considered.

You may want to ask for exclusivity from your influencers or purchase the rights to boost and repurpose their content, all of this can affect cost.

Furthermore, if you are looking to boost content and add paid spend behind it, this will again of course increase the price, however, this will also improve the reach and views of the content.

Why aren’t you already using TikTok?

We certainly don’t know the answer to this question, but we hope you found this article helpful and now feel more confident to go into the world of influencer marketing on TikTok.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blog.

@ Socially Powerful



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James Hacking


Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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