TikTok has exploded in popularity in recent years, becoming one of the most used social media platforms globally. With over 1 billion monthly active users, TikTok provides a massive opportunity for influencer marketing. Influencer marketing involves partnering with social media figures to promote products and services to their engaged follower base.
On TikTok, an influencer is someone who has built a large, loyal following on the platform and can sway the opinions of their audience. Brands partner with TikTok influencers to tap into their readership and get their products in front of a highly targeted, engaged group of potential customers. The key defining factor of an influencer is their ability to drive action from their followers.
But how many followers do you need to be considered an influencer on TikTok? What constitutes a mega influencer versus a micro influencer? This article will explore influencer tiers on TikTok and examine follower counts and engagement metrics to define influencer standards on the platform.
What is an Influencer
An influencer is someone who has built a reputation for their knowledge and expertise on a specific topic. They have access to a large audience and can persuade others by virtue of their authenticity and reach. Influencers drive engagement with their content and are able to impact the purchasing decisions of their followers. They have significant influence over their target audience and are often used for influencer marketing campaigns to help promote products and services. According to Impartner, “An influencer is a person with a significant and super-engaged following on social media or other online channels. Influencers possess expertise, credibility, authenticity and a loyal audience of raving fans who consume and share their content. They drive action and engagement for brands’ marketing campaigns” (source).
TikTok User Statistics
According to Businessofapps, TikTok had 1.5 billion monthly active users in 2023 and is expected to reach 1.8 billion MAUs by 2024. In just 5 years between 2018 and 2023, TikTok’s user base grew over 500% from 300 million users to 1.5 billion users (1).
Demandsage reports that TikTok gained 330 million new users in 2022, increasing total users to 1.3 billion. The platform is estimated to gain 300 million more users in 2023. As of 2024, TikTok will have over 1.7 billion registered users, representing a massive 390% increase since 2018 (2).
The explosive growth of TikTok’s user base demonstrates its incredible popularity and reach, especially among younger demographics. Within just a few years, it has become one of the most widely used social media platforms globally.
Sources:
(1) https://www.businessofapps.com/data/tik-tok-statistics/
(2) https://www.demandsage.com/tiktok-user-statistics/
What is Considered a Mega Influencer
Mega influencers on TikTok are those with the largest followings and reach. According to TikTok themselves, a mega influencer is defined as someone with over 1 million followers.1 Having over a million followers puts you in elite company on the platform and gives you tremendous potential reach and impact with your content.
Mega influencers tend to already be established social media stars, celebrities, or public figures when they join TikTok. The massive size of their initial followings allows them to quickly gain traction and views on the platform. Some examples of mega influencers on TikTok with over 10 million followers include celebrities like Will Smith, athletes like Tom Brady, and Charli D’Amelio who gained fame through TikTok itself.
For businesses and brands, partnering with mega influencers offers a way to tap into their expansive follower base and increase awareness. However, mega influencers command the highest rates due to their unmatched reach and often have exclusive deals with major brands.
Micro Influencers
Micro influencers on TikTok typically have between 10,000 and 50,000 followers. According to Insense, micro influencers generally have an engaged audience, with above average engagement rates compared to larger influencers. This allows them to make a strong connection with their followers.
The key benefits of partnering with micro influencers on TikTok include their high engagement rates, niche audiences, and approachability. As Rhythm Influence notes, micro influencers often focus on a specific niche which allows them to connect authentically with a target audience. Their smaller follower count also makes them more affordable than larger influencers.
For brands interested in working with TikTok influencers, partnering with micro influencers can be a strategic first step to test and learn what resonates with your audience before expanding to larger campaigns.
Macro Influencers
Macro-influencers generally have between 100,000 to 1 million followers on TikTok (Source). Their high follower count allows them to have a strong grasp on their niche and produce high-quality, engaging content. According to Rhythm Influence, macro-influencers tend to have an engagement rate between 3-5%.
The main benefits of partnering with a macro-influencer are their broad reach and established authority. Brands can leverage a macro-influencer’s sizable audience and reputation in their niche to raise awareness and drive conversions at scale. Their high production quality content and storytelling abilities can make macro-influencers ideal partners for branded content campaigns. Additionally, their mid-tier status makes them more affordable than mega influencers.
Mega Influencers
Mega Influencers on TikTok typically have follower counts that range from several million to tens of millions, according to High Social (https://www.highsocial.com/resources/mega-influencer-on-tiktok-the-powerhouses-of-social-media). Their content resonates with a huge, diverse audience. Some of the top mega influencers include Charli D’Amelio, Zach King, and Addison Rae, with over 100 million followers each according to InfluenceGrid (https://influencegrid.com/tiktok-influencers/mega).
The main benefit of partnering with mega influencers is their incredible reach. They have built loyal, engaged followers who look to them for the latest trends. According to Rhythm Influence (https://www.rhythminfluence.com/tiktok-influencer-marketing), mega influencers generate high view counts and engagement. However, their sponsored post rates are very expensive. Brands need significant budgets to partner with TikTok stars at this top tier.
Nano Influencers
Nano influencers typically have between 1,000 and 10,000 followers on TikTok [1]. Though they have a smaller follower count, nano influencers tend to have high engagement rates with their audience and can be very influential within niche communities. Some key benefits of partnering with nano influencers include:
- High engagement rates – With smaller followings, nano influencers usually see much higher levels of engagement like comments, shares, and likes per post compared to larger influencers.
- Relatability – Nanos tend to have a strong connection with their highly-engaged followers who see them as authentic and relatable.
- Cost-effectiveness – With smaller follower counts, nano influencers typically charge much less than those with larger audiences.
- Niche focus – Many nano influencers carve out a niche or micro-community that they can strongly influence.
Overall, nano influencers provide an opportunity to tap into engaged small communities and see strong ROI on influencer campaigns with lower costs. Brands should consider testing out campaigns with nano influencers in relevant niches.
Influencer Marketing Rates
Influencers charge for branded content based on their follower count and engagement levels. Here are the average rates per tier on TikTok:
Nano influencers (1,000 – 10,000 followers): $200 – $800 per post [1]
Micro-influencers (10,000 – 50,000 followers): $800 – $2000 per post [2]
Mid-tier influencers (50,000 – 500,000 followers): $2,000 – $8,000 per post [2]
Macro-influencers (500,000 – 5 million followers): $8,000 – $20,000 per post [2]
Mega influencers (5 million+ followers): $20,000+ per post [2]
Rates vary based on content format, brand alignment, and campaign requirements. But this provides a general benchmark for average influencer rates on TikTok by follower count.
Conclusion
In summary, the number of followers needed to be considered an influencer on TikTok can vary greatly. Generally, nano influencers have 1,000-10,000 followers, micro influencers have 10,000-50,000 followers, macro influencers have 50,000-500,000 followers, and mega influencers have over 500,000 followers. However, engagement rates and niche relevance matter more than just the raw number of followers. An influencer in a specific niche with a highly engaged audience of even 5,000 followers can still be impactful.
The key is finding the sweet spot between audience size and audience engagement. A TikTok user with 100,000 followers but low engagement rates on their content will be less influential than someone with a smaller but more engaged audience. As you build up your TikTok following in your niche, focus on creating high quality, value-driven content that resonates with your target audience. This will organically grow your account and turn followers into loyal brand advocates.
