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TikTok is more than just amusement. For marketers and influencers, this relatively new social platform’s a potential goldmine. It’s steadily grown since launching in the United States, with just over 18 million in 2017 and roughly 45 million U.S. users in 2020. More importantly for the future, it’s poised to exceed 60 million U.S. users by 2024, according to data from eMarketer’s Inside Intelligence.

That makes TikTok a good option for your influencer marketing efforts. Curious about how to get started? We’ve got you covered with all the basics you need to know in this quick TikTok 101 primer for influencer marketing.

TikTok 101: A Little Background to Get You Started

Before you start brainstorming your next influencer marketing campaign, it helps to have a good understanding of the channel you’re going to use. The platform got its start back in 2017 after ByteDance acquired Musical.ly and merged into what would soon become TikTok. This Chinese app entered the U.S. market in August 2018. It quickly became a favorite among young users who enjoyed the dancing, lip syncing and skits that users shared.

Be Aware: It’s Not a Stranger to Controversy

TikTok has undergone considerable scrutiny over the past couple years. Security concerns led to the U.S. announcing investigations into the app too. For marketers and brands on the conservative end of the spectrum, this could be a consideration when determining whether TikTok is the right platform. 

For many marketers, this isn’t a deal breaker. But it’s definitely something that you should be aware of before you start an influencer campaign. There is some good news though – the app has assured U.S. users that it’s prioritizing data security. In late 2019, TikTok released a statement assuring users that it used machine learning and U.S.-based pros for content moderation and cybersecurity.  

Know Your Audience: Who Uses TikTok

TikTok is more than just a hot commodity. It’s a growing platform with a global audience made up of hundreds of millions of worldwide consumers. TikTok’s particularly effective for marketers looking to target Gen Z, also hailed as one of the fastest growing demographics. Don’t forget that this is a generation that’s notorious for sidestepping traditional advertising, so this gives you a little extra edge if they’re your target audience.

But it’s not just Gen Zers on TikTok. More than half its users fall under the age of 34, which means you’ll have access to plenty of millennials too. Gen X and even Boomers are quickly being drawn to the platform as millions of older users get in on the fun. 

Choosing TikTok Influencers

Just like any other influencer marketing campaign, the key to being effective on TikTok is choosing the right influencers. You need influencers who are on-brand and strike the right note with your target audience. More importantly, you need to be able to trust your influencers to stay on-brand and contribute to creating authentic content that will resonate.

Content moves quickly on TikTok, and many users take ideas and hashtags and run with them. So, you won’t necessarily have tons of control over your message. But the influencers you work with will hopefully be able to help you along the way.

TikTok Strategy

No TikTok 101 would be complete without mentioning the need for nuanced strategy. For starters, you have to consider the effects of viral engagement. If the content catches on with your audience, each audience member of your influencers could share it and amplify the effectiveness. There’s a high likelihood of community involvement, which means that you need to prioritize quality content as part of your strategy. 

When done right, you could achieve great results. For example, with the release of SCOOB!, Warner Bros wanted to boost Scooby’s awareness among Gen Z through a massive viral campaign. They invited the original creator of the viral ‘Renegade’ dance, Jalaiah Harmon, to develop her own dance for the Hashtag Challenge set to “Slide to the Left (feat. Lil SCOOB)” by Mystery Gang. The outcome? More than 7 billion views!

@jalaiahharmonWho’s ready to ‘Doo’ the #ScoobDance with me? Go ahead and learn it just in time to watch @scoobmovie at home on May 15! #SCOOB #WBSponsored♬ Slide to the Left (feat. Lil SCOOB) – Mystery Gang

 

TikTok Campaign Ideas

Remember that no matter how you structure your campaign, your product or service should be prominently featured. That said, there are several types of TikTok campaigns you might consider, including: 

  • Challenges: When influencers create branded challenges with a dedicated hashtag, viral responses often follow.
  • Dances: Your influencer would choose a consistent song and dance routine designed to be recreated by followers. This is another way to encourage lots of sharing and engagement.
  • Creative Videos: Keeping it lighthearted and fun is key. Influencers might present a highlight reel in the vein of the NBA’s campaign highlighting mascots shooting their shots. Or the influencer could provide inspiration and educational stories to speak right to their audience like Gymshark has done in the past.

When you’re running an influencer campaign on TikTok, it’s crucial to prioritize authenticity and content that strikes just the right note. Checking out the latest trends can help in that department. Beyond that, partnering with the right influencers is key. 

Need some inspiration? Discover influencers for your next campaign with IZEAx Discovery, the largest marketplace of its kind.