TikTok. Once dismissed by cynical millennials as a flash-in-the-pan Gen Z fad, the social media platform has gone from strength to strength since. Now, with a billion active users spending an average of 52 minutes a day on the app, TikTok isn’t just a fun diversion or a hot topic of discussion – it’s an excellent way to grow your business.
How? By harnessing the power of TikTok micro influencers.
But what are TikTok micro influencers, you ask – and how can they help you build a wider, more active, and involved audience?
Below, we’ll explain – and offer our eight simple steps to finding the right TikTok micro influencer for your business.
TikTok micro influencers are people with a healthy following on the popular social media platform.
Generally, they’re content creators with at least 2,000 followers. Some definitions, however, place this follower count at as little as 500 – others as high as 150,000. (Any TikTok star with more followers than this slips into macro influencer territory.)
Micro influencers on TikTok are skilled at crafting impactful content for the platform, and – typically – specialize in a particular niche. So, while their audience numbers may be smaller than the big-ticket names, they still boast an engaged, involved, loyal (and, most likely, expanding) following – so they’re perfect for promoting your brand.
“Alright,” we hear you ask. “Why would I opt for a micro influencer, when they don’t have as many followers as a macro influencer?”
Good question – let us explain:
- Affordability: Simply put, micro TikTok influencers don’t cost as much as their more popular counterparts – so they’re well-suited to tighter marketing budgets.
- Willingness: Because micro influencers haven’t yet reached superstardom, they tend to be keener to accept jobs, and are more likely to want to promote your brand.
- Access: When influencers get big, they soon become wrapped up in layers of bureaucracy. Your request might be filtered out by a dismissive agent, and you may find it difficult to get through to the actual influencer. Micro influencers still new to the game can be much easier to get hold of.
- Engagement: Just because micro influencers don’t have millions of followers, doesn’t mean the ones they have are any less engaged. Micro influencers don’t necessarily represent audience quantity – but they do offer quality in spades.
- Trust: With smaller followings and more modest reputations, micro influencers can’t be accused of “selling out” – of putting money-making ahead of creating good content. Because of that, micro influencers tend to engender higher levels of trust with their followers – a vein you can tap into to boost your own business’ profile and sales.
- Effective: With Facebook sporting an older demographic and Instagram an established millennial stronghold, TikTok is firmly Gen Z. As such, it’s an ideal way to tap into that generational zeitgeist – and market effectively to an astute, demanding demographic of consumers.
Ready to locate the best micro influencers and kickstart your TikTok marketing campaign?
Here’s how – in just 8 simple steps.
First up? Figuring out who your audience is.
Knowing exactly who you’re catering to – their ideal age, gender, pain points, goals, and likes/dislikes – is a vital first step in choosing the right TikTok micro influencer.
You’ll want the micro influencers you get in touch with to be liked by your target audience, after all. And typically, that means picking content creators that operate in a niche similar to your own.
Do you sell food online? Pick a micro influencer that creates culinary content. Are you a purveyor of plants? Choose a content creator of the green-fingered variety. Is your target audience based in India? Don’t bother – TikTok’s been banned there for two years!
Advice from the Experts
Top Tip: If you’re struggling to get to grips with your brand’s audience, create detailed user personas. These will help you paint a picture of your audience’s pain points – and drill down into what makes them tick.
Now you know who your TikTok marketing campaign is targeting, it’s time to figure out the why.
What are your campaign’s goals? They could include:
- Increasing awareness of your brand
- Advertising (and selling!) your products or services
- Starting a conversation about your business
- Building an engaged community around your brand
- Inviting feedback about your products, brand, or business as a whole
You’ll also want to look at specific metrics, such as:
- Total video views
- Total amount of likes
- Reach of a specific hashtag
- Number of plays of a particular song
- Comments and shares
- Uptick in sales or traffic to your website
Got your metrics downpat? Time to start reaching out!
Well… almost time. Because, before you begin contacting new influencers, you’ll want to get in touch with ones you’re already working with first.
Many micro influencers have presences across several social platforms. So if you’re partnering with one on Facebook, Instagram, YouTube, or Twitter – and they’ve been delivering results – chances are they’re also active and successful on TikTok.
Now, it’s time for some measured corporate espionage – finding out exactly what your competitors are up to.
Are they using TikTok? Are they working with micro influencers there already, and – if so – who? Fortunately, there’s an easy way to find out.
Simply head to your competitor’s TikTok page. From there, you can see which Creators they’re collaborating with, and – by clicking through to their pages – snoop on the hashtags they’re using to gain traction.
Understanding which hashtags your competition’s micro influencers are relying on is hugely important. These hashtags are relevant to your rival’s audience, which – by extension – means they’re relevant to your audience, too. By using them in your own content and campaigns, you’re tapping into a highly specific, highly commercial group of consumers.
Of course, if you lack the time, energy, or know-how to recruit your own micro influencers, there’s an easier way…
…hiring someone to do it for you!
There’s a wealth of agencies out there that specialize in connecting your brand with TikTok micro influencers. They’ll do the hard work (i.e. steps 1-5 on this list!) for you, patching you through to the TikTok micro influencers best-suited to your brand. For a fee, of course!
Next, draw up a shortlist of the TikTok micro influencers you’ve identified so far.
Then, research them – doing your due diligence into the content they’re creating, the followers they’re cultivating, and the kind of interaction they’re getting from their audience.
In particular, you’ll want to look at their engagement rate. After all, a TikTok micro influencer can have a lot of followers. But that doesn’t always mean they’re consistently interested – or actively involved – in what the Creator is saying.
To calculate a TikTok micro influencer’s engagement rate, analyze their content with the following formula:
[(Number of likes + number of comments + number of shares) / number of views] X 100%
With this, you’ll be able to separate the quality from the mere quantity.
Finally, it’s time to get in touch with your chosen micro influencer to find out exactly how much they charge.
To do this, you can send them a direct message on TikTok. If they have an agent (less likely than macro influencers, but still possible) contact them – those details should be in the Creator’s bio.
From here, it’s time to figure out just how much your TikTok micro influencer charges. So be direct in broaching the topic, and remember – feel free to negotiate!
Ready to see some TikTok micro influencers in action? Read on.
Mary Margaret Boudreaux (@marymargaretboud)
With over 30,000 followers and 1.7 million likes to her name, TikTok micro influencer Mary Margaret Boudreaux specializes in makeup and beauty-based content. She’s worked with Anthropologie, Fenty Beauty, and Bydee – and posts content every day.
“Indecisive Libra” kirralee’s content has accumulated 2.4 million likes. Like Mary Margaret, kirralee posts regular fashion-related content to her home on TikTok – to an online following of over 47,000. kirralee has worked with Hello Molly and a host of other big fashion brands – and even makes extra cash via affiliate discount codes.
Charlene Westfall (@charlenejoywestfall)
With 2,139 followers on TikTok, Charlene offers micro influencer tips – and her array of globe-trotting travel content has so far accumulated 32,500 likes. She’s featured products from travel accessory company Stoney Clover Lane and popular meal kit company Hello Fresh.
Whether or not you like (or understand) it, TikTok can be an immensely effective marketing tool. If, that is, you have the right micro influencers on your team.
TikTok micro influencers can help connect your brand with those most interested in – and engaged with – your industry. Plus, they can sometimes boast results on a par with macro influencers that dwarf their more modest followings, and are available for far less outlay. They’re generally more accessible, too – yet still boast high levels of trust.
To recruit them, follow these steps:
- Define your audience
- Establish your campaign’s goals
- Reach out to micro influencers you’re working with on other platforms
- Explore hashtags related to your brand
- Look at what the competition is doing
- Consider using a specialist agency
- Research the micro influencers you’ve shortlisted
- Find out how much your chosen micro influencer is charging
TikTok micro influencers are ideal for promoting your website, products, and services – and getting your brand’s name onto the radars of your target market.
So what are you waiting for? The clock is Tik-ing – get out there and start locating the micro influencer for you!