TikTok Influencer Selection: How Do I Pick the Right Ones for My Brand?

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When selecting TikTok influencers to represent your brand, make sure you choose those who are an extension of your brand’s mission and values. There are several things to consider, starting with their following size and ending with their overall personality and personal branding.

  1. Size of TikTok influencers

There are four category types of influencers regarding their size:

  • Nano – with a smaller following count with 1,000 to 10,000 followers
  • Micro – with the following count from 10,000 to 50,000 followers
  • Macro – has the following count of between 50,000 to 500,000 followers
  • Mega – has more than 500,000 followers
  • Rate of engagement on TikTok

Any social media content’s engagement rate is effective metric marketers use to gauge its success. You can determine the value and purpose of collaborating with your brand’s TikTok influencers based on the engagement rate. Due to the differences in social media platforms’ interaction features, the calculations differ per platform.

  • Geographic location

Your chosen TikTok influencers should be based in the countries where you sell products and services. An example of this would be partnering with a Filipino influencer when your product can only be shipped within European countries. You should also consider shipping costs when sending PR packages to them. It is a must to ensure that your marketing strategy is within your company’s budget to avoid any problems.

  • Accounts on other platforms

Marketers should also check on which platforms their chosen influencer is active. Depending on this, you may want them to crosspost their content on one or more platforms. You can then decide which platform has the greatest effectiveness.

  • TikTok influencer’s niche

Searching for TikTok influencers using hashtags is a smart way to narrow down your results. Influencers should have themes and messages similar to the brands. The use of hashtags can enable you to track influencers that your target market follows or is interested in.

  • Content

You will need to determine the type of content you would like them to create after you have identified the influencers for your marketing campaign. For example, you need a blogger who creates video testimonials and product demos if your goal is to collect product reviews.

  • Demographics of the TikTok audience

To succeed with TikTok, you need to know your chosen influencer’s demographics, including gender, age, and location. Based on the content posted by the TikTok influencer, you’ll be able to understand how your brand’s product or service will be perceived.

Finally, you should ensure that you set guidelines for TikTok influencers in a professional yet fun tone. Having them feel comfortable with your brand’s collaboration requests is very vital because you don’t want to intimidate them.


Your marketing campaign relies on TikTok influencers, so select them carefully. It is relevant to take into account the following size, the following engagement rate, location, presence on other platforms, niche, type of content, audience demographics, and appearance and personality. This will enable you to fully understand if that TikTok influencer is right for you.