How to Target Influencers & Micro-Influencers on TikTok

We started working with TikTok creators, influencers, and micro-influencers in 2022 and we wanted to share what we’ve learned so far.

How do you find the right creators?

Instead of using tools, we decided to get our hands dirty and find them ourselves.

Note that there are lots of TikTok influencers out there.

And the most important thing is to find one in your niche, vertical, or industry.

Their audiences will have interests that will be aligned with your if done right.

The most common categories include:

  • Fashion influencers
  • Fitness influencers
  • Top influencers (most widely popular, which can work for broad niches or for awareness campaigns)
  • Beauty influencers
  • Skincare influencers
  • Crypto influencers
  • Makeup influencers
  • Micro-influencers (for smaller brands, those on a budget, or those in very specific niches)
  • Male fashion influencers
  • Travel influencers

TikTok Keywords

We typed the most relevant keywords in TikTok’s search bar, like social media, PPC, SEO, Facebook Ads, and so on.

This lets us find creators that used these keywords as hashtags or normal words in their posts and accounts. (Hashtag finding also works on Instagram.)

We aimed for a 5,000 to 100,000 follower range – roughly the micro influencer range – with an average video view of 5,000 to 20,000 in their last 25 videos.

How to reach out to creators

The DMs of these accounts are flooded with messages, so we decided to search for their emails:

  • Most of them had an email in their bio or a link to their website which led to an email address.
  • We used to find the emails of creators that didn’t have an email or a website shown in their bio (more than expected).
  • We used Instagram for the ones who didn’t have anything.

Out of 125 creators initially listed, we made a deal with 11 of them, with an average price per video of $250.

Lessons learned from dealing with TikTok Micro-Influencers

Followers aren’t the only factor

Followers aren’t the only thing to consider when searching for creators.

What matters the most is how strong is the connection with their audience.

How engaged are they?

Check out the comments section to see how engaged people are.

Are people actively participating, paying attention, and responding to the message of the creator.

It’s easy to view and like something, but comments are the best thing to determine true engagement.

Final Word

Micro-influencers are a great way to start venturing into the world of TikTok marketing.

Whatever you do, start small, find what works, and scale when you find something that’s really driving conversions and revenue.

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