Influencers on TikTok: a must-have channel to take your brand to new heights!

Marcom consultant & influencer expert

With its huge user base and irresistibly viral character, TikTok is the place to be for brands that want to be noticed. The perfect way to make your brand stand out? Work with influencers! These trendsetters give your brand a viral boost. Using their magic touch, they create fascinating and authentic content, tell stories that linger and involve the whole community. By working with them, you can develop an unforgettable brand experience and attract the attention of a wide audience. Get ready to shine on TikTok!

The name TikTok probably makes you think of Gen Z, zoomers who scroll through videos and upload short films themselves at breakneck speed with their smartphones. But the app has now become one of the world’s most popular social media platforms. Although most TikTokers are between 18 and 24 years old (38.9%), the 25-34 year-olds (32.4%) and more and more people aged between 35 and 44 (15.6%) are now eager to use it. TikTok has grown into a worldwide cultural phenomenon, so you can reach varied target groups of different ages via this channel.

The right goal and target group on TikTok

The first step is to define your goal and target group. Do you want to generate direct clicks and conversions? In that case, TikTok is not the best choice. Go for Instagram stories with a direct link to your product page instead. But if you want to increase your reach and involvement, then TikTok is just what you need. With an engagement rate of 29%, it amply outstrips its rivals Instagram (> 5%) and YouTube (+/- 2%). Yet many companies get left behind by focusing only on Instagram or YouTube and leaving TikTok out of their influencer marketing strategy.

The viral impact and fast results of TikTok campaigns are a powerful driver for organic reach. Unlike other social media, where adverts have the upper hand, TikTok promises genuine interaction. What’s more, only videos of 15-60 seconds are allowed, which means that the scope for advertising is limited. So TikTok adverts have a lot less trouble with competition.

Three reasons why you should focus on TikTok via influencers

1. TikTok’s unrivalled algorithm

TikTok is different and unique compared with existing social media platforms. Whereas other platforms have video options, TikTok is all about videos. Captions are short and sometimes even superfluous. Unlike YouTube, which is also geared towards video, TikTok has been especially designed for mobile devices and the videos are short bursts of action rather than long-winded films. In addition, content made for TikTok is shared with everyone who wants to see it. The TikTok algorithm seems to be exceptionally familiar with users for showing short videos in a way that Facebook, LinkedIn or Instagram have not yet managed to fully match.

2. Your brand can become popular fast on TikTok

Unlike most social media platforms, you don’t need to spend months or years on TikTok before you have a large number of followers. Thanks to the algorithm, you can go viral with your videos on the very first day.
This is one of the reasons why there are countless influencers in all sorts of niches on TikTok. As people spend more time viewing content that they like in a certain niche, they get to see more similar videos.

3. Authentic connection with your audience

Influencers are popular on TikTok because they can quickly and easily make a real connection with their followers or people who watch their videos. The stronger the connection, the greater the trust. Just like on YouTube and Instagram, influencers can build trust quickly and easily on TikTok and their followers will be keen to see the brands and products they share online.

This is another reason why influencer marketing on TikTok is a very promising and reliable opportunity. As soon as influencers introduce your brand to their audience, this audience will be far more inclined to trust you, follow you and find out more about your product. It’s a hugely trend-sensitive platform and who knows more about these trends than the influencers themselves?

Four steps for a successful influencer campaign on TikTok

1. Identify the perfect influencers for your brand and campaign

The choice of influencers is crucial for a successful campaign. Look for influencers who reflect your values and target group. Analyse their content, involvement and follower numbers to be sure that they reach the right target group.

2. Create fascinating and authentic content with them

Influencers are masters at assessing their followers. They understand exactly what their audience wants to see and know how to strike the right chord. It is essential to give them creative freedom as regards content, so that they can stick to their unique style and remain authentic. Actively involving influencers and brainstorming with them leads to cooperation that results in fascinating and impactful content that resonates with their followers.

3. Strengthen the brand experience with compelling storytelling

Work with influencers to tell stories that convey your brand's core message and values. Use authentic and fascinating ways of developing an emotional bond with the audience.

4. Involve the community and stimulate interaction

TikTok is known for its active, involved community. Influencers can ask the right questions, create challenges and organise competitions to generate active involvement for your brand. This allows you to develop a community feeling around your brand, increase involvement and create a positive brand experience.

Conclusion: On TikTok, influencers are a powerful way to make your brand stand out. By working with the right influencers, creating fascinating and authentic content, using storytelling and involving the TikTok community, you can build a strong brand experience and attract the attention of a wide audience. Constantly monitor and optimise the performance of your campaign to obtain the best possible results from your TikTok influencer strategy. These tips put you well on the way to taking your brand to new heights on TikTok!

To maximise your brand growth, it is important to use influencer marketing on various channels. Each platform has its own unique features and your target group can be found in various places. TikTok is a channel from which many brands can benefit thanks to its enormous popularity, viral nature and creative possibilities. At All Colors of Communication, we are happy to help you find the right influencers on TikTok, even if your focus is B2B. Curious about the possibilities? Contact me now via

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