In the dynamic world of TikTok marketing, CEOs and digital marketing managers offer their most effective strategies for engaging with influencers. From targeting mid-level influencers to leveraging micro-influencers and hashtag challenges, discover five key approaches to amplify your brand on TikTok.

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Contents

1 Target Mid-Level TikTok Influencers
2 Embrace Authenticity and Creativity
3 Adapt Messaging for TikTok Format
4 Involve Influencers in Exclusive Launches
5 Leverage Micro-Influencers and Hashtag Challenges

Target Mid-Level TikTok Influencers

When it comes to promoting your brand on TikTok, you don’t want to aim too high. Those content creators with millions of followers aren’t necessary for success; instead, focus on so-called mid-level influencers.

Doing so will allow you to cultivate a collection of partners that specialize in your specific field. For me, it’s industrial recruiting—the leaders in this sector will never dominate the front page, but can still reach thousands of people. More importantly, they’re heavily attuned to the exact audience I want: new graduates and startups working in the field.

So take your time when choosing a TikTok influencer, and don’t be discouraged if you are only able to connect with users with smaller follower counts. This can still be an effective strategy in the long term.

Linn Atiyeh, CEO, Bemana

Embrace Authenticity and Creativity

I’m an influencer who crafts compelling content on TikTok and Instagram, where I have over 110,000 followers, and I find that the most effective approach for companies to engage with us for brand promotions is to embrace authenticity and creativity.

Here’s what I mean: Rather than dictating strict guidelines or scripts, allowing influencers the freedom to incorporate the brand message organically into their content ensures that it resonates genuinely with their audience. By collaborating closely with influencers who have already cultivated a loyal and engaged following, companies can tap into a pre-existing community of potential customers who trust the influencer’s recommendations.

This approach not only increases brand awareness but also fosters a deeper connection between the audience and the promoted product or service, resulting in more meaningful and effective brand partnerships.

Danielle Hu, Founder and Online Business Coach, The Wanderlover

Adapt Messaging for TikTok Format

The key is to adapt branding and messaging specifically for the TikTok audience and format, while aligning with the broader campaign strategy across social platforms.

One effective approach is to break down a key campaign topic or theme into entertaining, bite-sized content for TikTok. For example, a financial advisor could focus a campaign on “saving for retirement.” On TikTok, they can create fun 15-60 second tips on specifics like opening a Roth IRA or calculating your retirement number goal. These short videos educate and engage the TikTok crowd within their expectations.

The same advisor can then optimize this content into Instagram Reels and YouTube Shorts, while linking to in-depth articles and whitepapers on their website, cross-promoting across channels. This provides the full spectrum of formats for various audiences while keeping the central theme consistent.

Tailoring creative strategy and content types platform-by-platform based on audience behaviors, while integrating high-level messaging, allows brands to maximize multi-channel campaigns.

Alex Adekola, CEO, Founder, Remove My Mugshot

Involve Influencers in Exclusive Launches

Companies can engage TikTok influencers by involving them in exclusive product launches. Choosing a small group of influential people to test out, review, and promote a new product or service is the crux of this marketing tactic. This limited availability does double duty: It makes the influencers feel special and appreciated, and it attracts the attention of their followers.

By providing followers with glimpses into the product’s development process, countdowns, and sneak peeks, influencers can build excitement and anticipation for the debut. This strategy takes advantage of the FOMO effect, which stands for “fear of missing out,” to keep viewers interested and engaged.

Furthermore, by aligning the product with influencers who share the brand’s values and aesthetic, companies can ensure that the product is presented in a context that resonates with the target audience. More visible brands, engaged audiences, and successful product launches are all possible outcomes of this targeted engagement approach.

Cindi Keller, Communications Coordinator, The Criminal Defense Firm

Leverage Micro-Influencers and Hashtag Challenges

Businesses can be successful with TikTok influencer marketing by using micro-influencers. Partner with industry leaders and give them the artistic freedom to showcase your company distinctively.

Launch a branded hashtag challenge to increase audience engagement and brand recognition. Monitor #buzz, promote user-generated content, and strengthen positive brand relationships. It’s a win-win for both the brand and the influencers. The method helps build your audience and increase engagement while ensuring loyalty.