Want to find TikTok influencers to promote your brand? Maybe you want to get your brand in front of Gen Z. Or maybe you want to incentivize sales of your products using video content. Regardless of your goal, you’ll need to find the right influencers for your brand if you want a chance at success.
What makes an influencer the right one for your brand? They must align with your brand, its mission, and its values. That means that followers should see how your brand and the influencer fit together.
But, influencers should also have healthy performance metrics. For example, on TikTok, influencers’ engagement rates and average views per video should сlearly show that they are the real deal.
So, how сan you find TikTok influencers and analyze their performance metrics? Well, there are three сommon ways to do it.
1. Search directly on TikTok
Searching on social media isn’t the easiest way to find influencers, but it is the cheapest. Searching directly on TikTok means you don’t incur any extra charges for your influencer discovery.
To search this way, first come up with a list of keywords related to your brand and industry. Plug them into TikTok’s search bar and see which content creators come up.
From here, you can see top content related to the keyword, users and videos whose names content the keyword, sounds related to the keyword, and keyword-related hashtags.
Another way to find influencers on social media is by monitoring your brand сommunities. You can monitor the comments and likes on your brand’s own TikTok channel.
If you see a comment from an influencer, you can reach out to them. Likewise, you might have some TikTok influencers who are already following your brand. And if they’re already fans, they’ll probably want to work with you.
It’s free to search for influencers on social media. But, it takes more time than the other methods we’re going to talk about.
Moreover, when it comes time to analyze their profiles and check their performance metrics, you’ll need to do extra work. You’ll have to ask influencers for their media kits or private TikTok insights so you can get a deeper understanding of their profile.
2. Use an influencer discovery tool
An influencer discovery tool is a much more focused way to find TikTok influencers. These tools basically work like search engines for influencer profiles. You can plug your search criteria into filters, search by keyword, or look up specific influencers by their handle.
Moreover, influencer marketing platforms provide сomplete “media kits,” or profile analytics, for each TikTok influencer. This includes metrics like the influencer’s engagement rate and their average views per video.
One potential downside of this option is price. You have to pay to use influencer marketing platforms. But, the good news is that you can sometimes try them for free. Some platforms offer free trials, so you can make sure that the tool is right for you before you purchase a plan.
Another downside, depending on your company, could be that although the tool helps you find and analyze influencers, you still have to run your campaign in-house. That means you have to reach out to influencers, negotiate, and monitor the campaign.
Thankfully, you can still do this if you’re not an experienced marketer. Search for resources like campaign guides, outreach tips, or an influencer contract template to help you orient yourself.
3. Hire an influencer marketing agency
Agencies сan be a great way to do TikTok influencer marketing. They’ll find influencers, analyze their performance metrics, and manage your campaigns. At the end of the campaign, they’ll prepare a report so you can see the results and measure the success.
Additionally, agencies have networks of contacts, which is useful if you’re trying to reach a celebrity influencer or KOL (key opinion leader). These types of influencers are very busy and over-saturated with emails and DMs, and an agency will be able to cut through the fat and get you in touch.
The con? Agencies are expensive. Expect to pay potentially thousands of dollars for a campaign. So before investing in an agency, сheck out their portfolio. See what influencers they’ve worked with, and what campaigns they’ve run. How were the results? Were those companies similar to yours?
To sum up, you can find TikTok influencers by searching on TikTok, using an influencer discovery tool, or hiring an agency. Just whichever method you choose, make sure that the influencers you end up collaborating with align with your brand, and that they have healthy performance metrics.