Want to find TikTok influencers to promote your brand? You might want to reach Gen Z. Perhaps you are looking to increase sales by using video content. Whatever your goal, you need to find the right people for your brand’s success.

What makes an influencer the right fit for your brand? First, they should align with your mission, and values. Followers should be able to see how your brand and the influencer go together, so that the partnership appears authentic.

Second, influencers must also be able to demonstrate healthy performance metrics. TikTok is an example of a platform where influencers can demonstrate their talent and commitment through metrics like high engagement rates, average views per video.

So how can you find TikTok’s influencers and analyze the performance metrics of these individuals? There are three main options.

1. TikTok is one place to search, but not the best

While it may not be the best way to search for influencers, searching directly on TikTok is the most affordable. TikTok searches are free and you won’t be charged extra for finding influencers.

This way requires first creating a list of keywords that relate to your brand or industry. You can then plug them into TikTok’s search bar to see which content creators the network shows you.

This search page shows you the top content, users, videos, and hashtags related to keywords. Scan through them to see if you find any suitable influencer profiles.

You can also monitor your brand communities to discover influencers on TikTok. You can monitor comments and likes and see if any influencers are trying to get your attention. It’s possible that your brand has some TikTok influencers who are already fans!

It’s also important to take extra effort to check their performance metrics and analyze their profiles. Ask influencers to send you their TikTok insight or media kits so that you have a deeper understanding of the profile.

Long story short: Searching for social media influencers is free, but it is slower than the other methods.

2. Use an influencer-discovery tool for a streamlined search

A TikTok influencer discovery tool is a better way to locate influencers. These tools can be used as search engines to find influencer profiles. Filters, keywords, and handle searches can all be used to refine your search.

Influencer marketing platforms also provide complete media kits, or profile analytics, for each TikToker. This includes metrics such as the influencer’s engagement rate or average views per movie.

There are two potential downsides to this method. First, you must subscribe to use an influencer discovery tool. Second, even though the tool can help you identify and analyze influencers you still have to run your campaign within your company. You will have to reach out and negotiate with influencers as well as monitor the campaign.

Obviously for businesses with dedicated marketing departments this shouldn’t be an issue. But for small businesses, it may be a bit scary. Thankfully, this is possible even if you are not an experienced marketer. Search for resources like campaign guides, outreach tips, or an influencer contract template to help you orient yourself.

3. Hiring an influencer marketing agency requires the least effort but the biggest budget

Agencies are a great way to do TikTok influencer marketing. They can help you identify influencers and track their performance. And your campaign will end with a report prepared by them so you can assess the success and see the results.

Additionally, agencies have networks of contacts, which is useful if you’re trying to reach a celebrity influencer or KOL (key opinion leader). These influencers can be very busy and overwhelmed by emails and DMs. A good agency will be able to cut through the clutter and get you in touch.

The con? Agencies are costly. For a campaign, expect to spend thousands. You should look at the agency’s portfolio before you make an investment. Check out their past work to see which influencers they have worked with and what campaigns they have run. What were the results of those campaigns?

Conclusion

You can find TikTok influencers by searching TikTok or using an influencer search tool. Or, you can hire an agency. No matter what method you choose to use, it is important that the influencers with whom you collaborate align with your brand and have healthy performance metrics.

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