How to Find the Right TikTok Influencers

[Dimaeiya333]

While many apps want to secure a share of TikTok's success by adapting similar formats, the Chinese video platform's content differs from others in terms of structure and user base. Read on Kolsquare's blog how to find (micro)influencers on TikTok for your next marketing campaign.


Since its launch in 2017, TikTok has become one of the largest social media platforms. According to Data.ai, cited by Bloomberg , by the end of March 2022, TikTok already had around 500 million more users than the previous year, representing a user growth of 1,157.76% between 2018 and 2020. In total, the figure still lags behind Facebook, with 1.3 billion more users, and YouTube, with 1 billion more. However, by March 2022, the total number of TikTok users has surpassed Instagram and its Chinese competitor WeChat.

SH digital also notes that influencers on the Chinese app need 10,000 followers and 270 million views to generate $100,000. It’s obvious that TikTok has a lot of potential, especially for the demographic that primarily goes through the app: generation Z. Of course, this doesn’t just apply to users, but to creators as well.

Therefore, marketers need to understand the logic of the Chinese app communication directors email list , its influences, and user behavior. Although TikTok has recently adopted an official structure for advertising that includes campaigns, ad groups, and ads, working with influencers can be very lucrative.

Get familiar with TikTok
Each social media platform follows its own logic with specific algorithms and posting habits. Thanks to the “For You” page, users are instantly treated to the same content after simply creating an account. Unlike Instagram and the like, you don’t have to follow or like someone to see the content.

The Chinese app's algorithm is almost legendary. Unlike static queues, the algorithm constantly adjusts the videos in the queue based on user actions.

It gives creators a real chance to succeed. Once they upload a video, it is first shown to a small group of users. When it reaches a high level of engagement, TikTok shows it to more and more users. So, despite their brevity, videos have a longer lifespan than on other platforms.

Finally, it is equally advisable to keep an eye on the competition. A clear analysis of competitors can provide insight into their methods as well as ideas for your own campaign.

Identify your TikTok influencers
As with any influencer marketing campaign, it is important to establish and grow a true synergy between the brand and the creator. Don’t just stick to the number of followers as a criterion, but define your objectives beforehand.