What goals are useful for ROI with TikTok influencer campaigns?

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So far, we've talked about ROI in general terms. But before you start your campaign, you need to know what a successful ROI looks like for your business. ROI can be tied to a number of marketing goals, including:

Awareness: At the top of the marketing funnel, we have brand awareness – the level to which consumers recognise who you are or what your brand does. Good brand awareness is crucial because, on average, buyers need to encounter a brand seven times before they intend to buy from it.

Engagement: Linked to awareness is engagement – ​​the likes, shares and other interactions that influencer marketing content generates. Engagement boosts brand awareness horizontally, as content reaches a wider audience through likes and shares, and vertically, as it reveals how much followers really like a brand or its product.

Sales: The goal with the most tangible ROI is sales – how many purchases are made as a result of a user coming across your influencer’s content. This is perhaps the goal most applicable to TikTok, given the audience’s willingness to buy products they’ve seen on the platform.

Once you’ve set your goals, the final piece of the ROI framework is deciding how to track them. Think of this as building the formula that reveals the success of your campaign. Assign a performance metric—such as visits, hashtag usage, link clicks—to your ROI goal, set a realistic number you want to hit, and track the numbers as your campaign progresses . These metrics are the evidence you can use to highlight ROI: for example, hashtag usage can qualify engagement levels.

What are the costs of running influencer marketing campaigns on TikTok?
When we talk about ROI, we often focus on the return part of the equation. However, cmo email lists how much you invest in your campaign will skew the value extracted.

Marketers should be aware that this type of campaign entails a nuber of costs, such as the time spent organizing it or the creation of additional resources.

The biggest potential outlay is the cost of the influencer. Not all influencers charge to collaborate with brands – some promote brands they like in exchange for products – but many expect to be paid for the work they do. Rates will vary depending on the influencer’s audience and the reach of the campaign.

Marketers should put the terms in writing , provide everything the influencer needs to perform their role, and stay in touch throughout the campaign.

Which TikTok influencers should you work with and how?
Once you’ve defined your strategy, the final piece of the puzzle is deciding which influencers to work with and how to get the most out of the collaboration. Think about what type of video content will help you achieve your goals, and from there, find influencers that fit the type of content that will help your campaign achieve your goals.

Once you’ve developed a list of potential influencers, follow these five guiding principles to make your final selection and work with them: