Want to find TikTok influencers to promote your brand? You may want to make your brand known to Gen Z. Maybe you want to encourage sales with video content. Whatever your goal is, you will want to find influencers that can help you achieve it.
But what makes an Influencer the right one to represent your brand? To start, they must align with the brand’s mission and values. Your brand and the influencer should connect naturally, so followers can see that the partnership makes sense.
In order to be successful, influencers also need to have good performance metrics. TikTok influencers should show healthy performance metrics, such as high engagement rates and average views per channel.
Okay, so how can you find TikTok Influencers and analyze their performance metrics? There are three main ways to do it.
1. Search on TikTok itself
Although searching on social media is not the easiest to find influencers, it is the most economical. This is the only of the three methods that is totally free.
You can search for TikTok influencers by creating a list of keywords relevant to your brand and industry. Plug them into the network’s search bar, and you’ll see:
- Top content related to your keyword
- Uses whose usernames relate to the keyword
- Videos whose titles and descriptions use the keyword
- Relevant sounds
- Related hashtags
Scroll through these to see if you find any TikTok influencers who look suitable using the keywords. If so, you can reach out to them to see if they would be interested in a collaboration.
You can monitor your brand’s social community as another way to find influencers. Track the comments, likes, and shares on your brand’s TikTok channel, and see if anyone interacting with your brand appears to be an influencer.
You may also find influencers on TikTok who already follow your brand. And if they’re already a fan, they’ll probably get excited to collaborate with you.
The con here is that it will take longer to search directly on TikTok. Moreover, it will require more work and time to analyze influencer profiles, and to verify their performance metrics. For a deeper understanding of their profiles, ask the influencers for their TikTok insights or media kits.
Basically, it is free to find influencers via social media, but it takes more time and effort than the other methods that we’ll tell you about.
2. Subscribe to an influencer discovery tool
An influencer discovery tool is a much better way to discover TikTok’s influencers, as long as your budget allows it (you’ll have to pay a monthly or annual subscription).
These tools work in the same way as search engines, but for profiles of influencers. You can search by keywords or apply search filters to find influencers that match your criteria.
Influencer marketing discovery tools also offer comprehensive “media kits”, or profile analytics, for each TikTok influencer. This includes metrics like their engagement rate and average views/video.
A potential downside, depending upon your company, could be the fact that, although the tool helps to identify and analyze influencers, it still requires you to run your campaign in-house. It means you need to reach out to influencers, negotiate and monitor your campaign.
For big companies this isn’t an issue. But if you’re a small business or new to influencer marketing, it could be intimidating. Fortunately, you don’t need to be a marketing guru to run an influencer campaign. Search for resources like webinars, campaign guides, outreach tips, or an influencer contract template to help you orient yourself.
3. Contract an agency
Agency can be a great way of doing TikTok influencer marketing. They will find and analyze the performance of influencers, manage campaigns, and report back to you. And they will prepare a report for you at the end so that you can evaluate the success of your campaign.
Additionally, agencies have networks of contacts, which is useful if you’re trying to reach a celebrity influencer or KOL (key opinion leader). These highly influential people are often very busy and over-saturated by emails and DMs. An agency will be able to help you get in touch.
The con? Agencies are very expensive. You can expect to pay thousands of dollars for a campaign. Check out the agency’s portfolios before you decide to invest. Find out who their influencers are and which campaigns they have run. How did the results turn out?
It is possible to search TikTok to find influencers. You can also use an influencer-discovery tool or hire an agency. Whatever method you choose, make certain that the influencers you decide to collaborate with are aligned with your brand. Also, ensure they have healthy performance indicators.