Over the years, TikTok has become the preferred social platform for younger generations. If they’re a part of your target audience, then TikTok should be a significant aspect of your influencer marketing strategy. However, people of all ages can be seen enjoying the app, so it’s safe to say this strategy can be pretty effective overall. While working with a mega-influencer may seem ideal, local influencers with smaller followings are often more relatable and can more easily forge genuine connections with their audience.
What is a local influencer?
A local influencer is an influencer based near a brand’s physical location. They typically have anywhere from 1K to 10K loyal, highly engaged followers in their same region. They tend to post more thoughtful and targeted content, leading to better engagement. Local influencer marketing can be perfect for small businesses looking to attract new customers or connect with existing ones.
How to find local influencers
Use these tips to find influencers for your brand on TikTok:
1. TikTok search
When trying to find micro-influencers on TikTok, it certainly makes sense to search the app itself. Once signed into your account, click the search bar in the upper right corner. Type the location or “influencers” followed by your location and select the “users” option. Scroll through the list of accounts and even filter the number of followers you’d want the influencer to have to narrow the search.
2. For You Page
If your brand account is active and regularly engages with content in your niche or content created from nearby locations, then the For You page could be helpful. This page shows content and accounts that are relevant to your interests, niche, and location.
Hashtags are a great way to find influencers within your location and niche. You can type a hashtag into the search bar and scroll the list of content shown or go over to the “hashtags” option and search that hashtag and others like it. Including #ad will show the creators already posting sponsored content. When searching hashtags within a niche, the more specific, the better. Broader hashtags can provide insight into the bigger picture, but specificity will likely give you the desired results when searching for influencers, especially local ones.
Like hashtags, targeted keywords can be used to find influencers in your location and niche. The results will be very similar, but the keyword search results may have something the hashtags don’t, and vice versa.
5. Your followers/following
If your brand account already has an active following, chances are some of the accounts will belong to people in the same area. It could also be effective to search through your email list (if you have one), review previous and frequent buyers, or search TikTok for customers who could already be posting about your brand. Content like product reviews, shoutouts, unboxing videos, etc., created by people already in your brand’s network will probably have a more authentic and engaging feel.
6. Influencer databases
While the above options are useful, they can also be time-consuming. Fortunately, influencer databases can help brands discover influencers in the same industry and area with just a few details, within a few minutes. There are various integrations as well that will allow a customer list to be connected to influencer-matching tools.
In The Creator Marketplace®, you can search for influencers by platform, name, niche and more. You can also create Casting Calls for pitches to help the influencers come to you.
7. Search existing influencers on other platforms on TikTok
Searching for influencers from other platforms can work. If your brand has previously worked with local Instagram influencers or YouTubers who delivered results, then consider a TikTok campaign.