TikTok influencers have the power to affect users’ purchasing decisions. If a TikToker introduces your product to their thousands of followers, your potential customer base can grow in an instant. Touting your products in videos can become powerful social proof that not only introduces new shoppers to your brand but could make them even more likely to make a purchase.
Getting your products to the influencers in your niche isn’t just luck. While TikTokers could post about your brand organically, businesses also tap into these trendsetters’ and tastemakers’ followings through influencer marketing.
Here’s more on this marketing strategy, and tips on how to work with influencers.
What is TikTok influencer marketing?
TikTok influencer marketing is a strategy where brands collaborate with popular TikTok users (called influencers) to promote their products or services. Influencers create content that highlights the brand, leveraging their large follower base to increase visibility and drive engagement.
TikTok’s algorithm favors viral and trending content, helping influencers quickly reach a wide, mostly younger audience compared to social media platforms like Instagram or YouTube.
How TikTok influencer marketing works
To get started, use an influencer marketing platform to pinpoint influencers whose audience demographics align with your target market. Then, reach out and negotiate content specifics—including number of posts, content schedule, tone, and payment (which can include free product samples).
Influencers might collaborate with you on the content before posting—typically on their TikTok account, though you can also post collaborations on your brand account. The last step is to analyze the post or campaign’s performance against your success metrics.
Tips for working with TikTok influencers
- Define your success metrics
- Collaborate, rather than dictate
- Don’t forget micro-influencers
- Be ready to meet demand
- Keep at it
TikTok is like a global stage. Here are tips to get you started with influencer marketing on the social media platform:
Define your success metrics
Outline your influencer marketing goals early on. This helps you remain focused and on-brand as trends cycle in and out.
As Giovanna Alfieri, VP of marketing for feminine wellness brand The Honey Pot, explains on the Shopify Masters podcast, virality isn’t everything. “The trend-driven content mentality is because we know that’s what drives visibility,” she says. But she adds that there are other ways to track success, such as more page views, sales, repeat customers, and social mediafollowers.
Collaborate, rather than dictate
A deal with an influencer is a partnership, not a list of instructions. The influencer needs freedom to present your product in a way that appeals to their audience.
On Shopify Masters, Artem Kuzmichev and Richard Mabley, two of the cofounders of furniture brand Transformer Table, discuss going back and forth with an influencer several times to figure out the right direction. They were hesitant about the final video but decided to trust the influencer as the content expert for her audience.
When the influencer posted the video, the results spoke for themselves: It garnered more than 130 million views and became the most-watched product video on Instagram.
Don’t forget micro-influencers
While you may feel tempted to reach out to someone with a massive following, there can be plenty of benefits to going with a more niche content creator, known as a micro-influencer. With influencer marketing, follower count sometimes matters less than the strength of the influencer’s relationship with their audience. Look for TikTokers who speak to your target audience and who see high engagement and interest on their posts.
Giovanna looks for micro-influencers who are a good fit for the brand. It’s about “finding people who can reflect our values,” she says. For example, if eco-friendliness is paramount to your brand, you might choose a micro-influencer who’s engaged in efforts to reduce waste.
Be ready to meet demand
Influencer marketing can go viral—and if your brand isn’t ready to meet a sudden spike in demand, you may find yourself unable to keep up with orders or website traffic. Make sure your team and infrastructure can adapt and scale before you strike a deal with a world-famous influencer.
Keep at it
Not every video is going to strike gold. “It’s really tough to understand how the Al algorithm works,” Artem explains. Even with one of the highest-viewed product videos on Instagram, Artem and Richard aren’t exactly sure why it performed so well. You may not always understand what will resonate with viewers, but you can learn from each video so you can keep refining your content.
Top TikTok influencers
- Khaby Lame
- Charli D’Amelio
- Addison Rae
- Zach King
- Spencer X
- Loren Gray
- Michael Le
- Dixie D’Amelio
- Bella Poarch
- Noah Beck
Here are some of the top influencers on TikTok. While TikTok stars like these can be difficult to secure—typically, the more followers they have, the more money they charge for collaborations—you can study these top TikTokers’ videos for ideas about how influencer partnerships can work:
Khaby Lame (@khaby.lame)
The most-followed user on TikTok as of July 2024, Khaby Lame rose to fame for his comedic reaction videos addressing overly complicated “life hack” content. Despite not speaking in his videos, he’s collaborated with brands including Netflix and Kellogg’s—using his expressiveness and relatable content to relay their message.
Charli D’Amelio (@charlidamelio)
Gen Z icon Charli D’Amelio grew her account through dance videos and beauty content. The first TikTok user to hit 100 million followers and the second-most-followed person on TikTok as of July 2024, she’s collaborated with major brands like Dunkin’ and Morphe.
Addison Rae (@addisonre)
Known for her dance routines, beauty-related videos, and bubbly personality, Addison Rae has more than 50 million followers on TikTok and has collaborated with many brands, including Nerds and American Eagle.
Zach King (@zachking)
Zach King is famous for his magical video edits, which blend illusion, sleight of hand, and reality in a digital magic act. His creative approach has attracted brand collaborations with Hostess and Shopify.
Spencer X (@spencerx)
Spencer Polanco Knight, who posts under the name Spencer X, is a beatboxer and musical artist who posts audio-driven content. His branded content ranges from Call of Duty to Minute Maid.
Loren Gray (@lorengray)
Fashion influencerLoren Gray Beechgained fame for her lip-sync videos and fashion-related content. She’s collaborated with many companies, including Pretty Little Thing and Revlon.
Michael Le (@justmaiko)
American dancer Michael Le, who posts under the name JustMaiko, posts dance videos. He’s collaborated with brands like fast food restaurant Popeye’s and the band Enhyphen.
Dixie D’Amelio (@dixiedamelio)
Dixie D’Amelio, the older sister of TikTok influencer Charli D’Amelio, shares lifestyle content and highlights from her music career. Her collaborations include soda brand MyMuse and this video featuring both Be Happy Snacks and Walmart.
Bella Poarch (@bellapoarch)
With one of the most-followed accounts on TikTok, Bella Poarch gained traction for her quirky, viral lip syncs and music videos, as well as her unique style. She’s collaborated with brands like Vans and video game company EA.
Noah Beck (@noahbeck)
Noah Beck gained prominence as an athlete, dancer, and lifestyle influencer. He’s collaborated with many fashion, fitness, and lifestyle brands, including W Hotels.
TikTok influencers FAQ
Who is the most popular TikTok influencer?
What is an example of a TikTok influencer campaign?
American social media personality Charli D’Amelio has posted several videos in partnership with major brand Dunkin’ to advertise its menu. Here’s an example of a sponsored post she made for the campaign.
How does TikTok influencer marketing work?
Start by negotiating with TikTok influencers whose audience matches your target market. Provide ideas and brand guidelines, but when it comes to creating content, give the influencer some creative freedom as they know their audience best. After the influencer posts the content, analyze the post’s performance.
