27th December, 2021 | Influencer_Marketing

So what's the deal with TikTok Influencers?


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Danielle Lewis

Co-founder & CEO

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In 2021, all we heard about was TikTok! Everyone wanted to know if their brand should have a presence on the platform, whether it was safe AND what the deal was with TikTok Influencers. Here's the low down.

What is a TikTok Influencer?

A TikTok Influencer is a personality who has built a following on the social network TikTok around a topic, niche or simply sharing a window into their life.

They are held to the same standards as Influencers across other channels and when brands are considering working with them they should still be looking at key metrics like:

  • Followers
  • Engagement rate
  • Content quality
  • Audience metrics

What audiences are on TikTok?

Approximately 50% of TikTok's global audience is under the age of 34 with 32.5% aged between 10 and 19. 41 percent of TikTok users are aged between 16 and 24.

There are now over 1 Billion active users. And roughly 60% are female and 40% male.

TikTok users spend an average of 52 minutes per day on the app.

That’s a huge chunk of Gen Y and Gen Z consuming a tonne of content every day.

What kind of content can they create?

A TikTok can be 15 seconds, 60 seconds or 3 minutes and is in video format. This gives the Influencer the ability to really tell a story about your brand however is also worth mentioning that because it’s video reshoots can become expensive if you haven’t briefed your influencer correctly.

Need a refresher on what to include in your Influencer brief? Check out this article.

Can you link out to a website or product on TikTok?

Unfortunately at this stage you can’t put a clickable link in a TikTok post, however you can put one in a bio, so if you work with an Influencer who uses a service like LinkTree then you could suggest they link out to your website from there.

How do TikTok Influencers charge?

TikTok Influencers are still charging the same way most Influencers do which is relative to the volume of followers they have.

On the odd occasion, there are some TikTok Influencers who factor in the reach of their TikToks when they consistently get higher numbers of views that their followers.

In this instance, you may be paying a premium for their services.

In general you will be paying approximately:

  • 0 - 10k followers - $100+
  • 10k - 100k followers - $1000+
  • 250k - 1M followers - $10k+

It is important to note that Influencers are all individual businesses and can price their content at any rate they choose.

What kind of brands should use TikTok Influencers?

Brands that particularly want to connect with a Gen Y and Gen Z audience should definitely give TikTok Influencers a go!

Here are some of my favourite examples of TikTok Influencer collaborations.

@iconic.london collaborating with @kensnation to bring product tutorials to her audience.

Screen Shot 2022-01-09 at 2.38.17 pm.png

@hellofreshca collaborating with @kristiesita to bring tips to stay healthy including their meal delivery service to her audience.

Screen Shot 2022-01-09 at 2.39.59 pm.png

@ikea collaborating with @our_home_style_ to create an in store room setting and share it with their audience.

Screen Shot 2022-01-09 at 2.40.24 pm.png


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