TikTok has become one of the most popular social media platforms, with over 1 billion monthly active users as of September 2021 (source). The platform is known for its short, entertaining videos that span a variety of categories like dance, comedy, education, and more. This environment has given rise to a new generation of digital content creators and influencers. TikTok’s algorithm is very creator-centric, meaning it’s easier for creators to gain a large following organically. This has attracted brands and marketers looking to leverage influencer marketing on the platform. TikTok influencers often produce creative and engaging branded content in the form of sponsored ads and organic content partnerships. With strategic influencer marketing campaigns, brands can expose their products and services to TikTok’s massive Gen Z and millennial user base.
Influencer Tiers
When it comes to TikTok influencers, there are typically three main tiers based on follower count:
- Nano influencers: Less than 5,000 followers. Nanos tend to have very engaged niche audiences.
- Micro influencers: 5,000 – 100,000 followers. Micros have established content expertise and more significant reach within their niche.
- Macro influencers: 100,000 – 1 million followers. Macros have expansive reach and brand authority within their niche.
Follower count tiers help brands estimate potential reach and calibrate appropriate offers when working with influencers. However, engagement and relevance should also be evaluated, not just raw follower numbers.
According to research by TikTok, nano influencers often have higher engagement rates, while micro and macro influencers deliver wider reach. The right tier will depend on campaign goals and target niche.
Typical Rates
According to Industry experts, TikTok influencer rates can vary greatly depending on the tier and reach of the influencer. Here are the typical rates for sponsored content:
Nano influencers (1,000 – 10,000 followers): $20 – $100 per post (IZEA)
Micro-influencers (10,000 – 50,000 followers): $100 – $250 per post (Insense)
Mid-tier influencers (50,000 – 500,000 followers): $250 – $2,500+ per post (Kolsquare)
Macro-influencers (500,000 – 5 million followers): $2,500 – $5,000+ per post
Mega-influencers (5 million+ followers): $5,000 – $10,000+ per post
Negotiation Tips
When negotiating rates with influencers, the first step is to start the conversation early and be transparent about your goals and budget. According to an article on Medium (source), share your campaign objectives, target audience, and metrics for success. Provide a clear deliverable list of required content and guidelines.
Next, consider the influencer’s follower count, engagement rates, and production costs when making an initial offer. A YouTube video (source) recommends structuring tiered offers based on follower count to incentivize influencers to partner. For example, offer Package A for nano influencers, Package B for micro influencers, and so on.
Finally, be open to negotiating but know your limits. A blog post (source) suggests having a maximum budget and being firm yet polite. Offer added perks like free products or exclusive access rather than just increasing payment. With persistence and compromise, brands can reach fair agreements with influencers.
Measuring ROI
Calculating the return on investment (ROI) for influencer marketing campaigns is crucial to understand the value you are getting. ROI measures the amount of return generated versus the total amount spent on the campaign. To calculate ROI, use this formula:
ROI = (Revenue gained – Campaign costs) / Campaign costs x 100
For example, if your campaign generated $5,000 in sales revenue, and you spent $2,000 on the influencer fees and production costs, the ROI would be:
($5,000 – $2,000) / $2,000 x 100 = 150% ROI
An ROI of 100% or higher is typically considered a successful influencer marketing campaign. Key metrics to track when measuring influencer marketing ROI include:
- Sales revenue directly tracked to the influencer content
- Traffic referred to your website/products from the influencer
- Engagement rate on the influencer’s posts (likes, comments, shares)
- Signups, downloads, or other conversions from the influencer’s audience
Using UTMs, unique discount codes, and influencer links can help accurately track sales and conversions generated by your influencer partners. Regularly reviewing campaign performance and ROI will optimize your influencer marketing approach over time.
Types of Content
Some of the most popular content formats on TikTok that tend to perform well include:
- Dance videos – These high energy videos feature creators dancing to the latest trends and challenges. They are highly engaging and encourage audience participation.
- Lip-syncing videos – Lip-syncing and singing along to popular songs is a tried and true format on TikTok. It allows creators to showcase their personalities.
- Comedy/skit videos – Short form skits and comedy bits thrive on TikTok. The bite-sized format lends itself well to punchy jokes and sketches.
- Lifehacks/DIY tutorials – Instructional content like lifehacks, recipes, and DIY projects are very popular. They provide useful information in an entertaining way.
- Reactions and commentary – Adding commentary and reactions to trending topics, news stories, or other viral content helps creators share their personalities.
Experimenting with different formats can help identify which style best suits a creator’s brand and audience. But in general, fun, energetic, useful content tailored to TikTok’s young demographic tends to gain traction.
Best Practices
When running an influencer campaign on TikTok, it’s important to follow best practices to ensure success. Here are some tips:
Define clear goals and metrics for the campaign. Consider objectives around reach, engagement, conversions, or brand awareness. Track performance against these goals. (Source: https://www.aspire.io/blog/tiktok-influencer-marketing-what-is-it-and-how-brands-can-get-started)
Provide influencers with clear direction, expectations, and assets to create on-brand content. Give them creative freedom but ensure alignment with campaign goals. (Source: https://influencermarketinghub.com/tiktok-influencer-marketing-guide/)
Encourage influencers to experiment with different content formats like challenges, duets, stitching, and effects. This can help identify what resonates most with their audience. (Source: https://sproutsocial.com/insights/tiktok-influencer-marketing/)
Make assets like hashtags, music, effects, and prompts available for influencers to integrate into their content. This can amplify reach and discovery. (Source: https://www.aspire.io/blog/tiktok-influencer-marketing-what-is-it-and-how-brands-can-get-started)
Run both one-off campaigns and long-term partnerships to identify what works best. Long-term relationships can provide better ROI. (Source: https://influencermarketinghub.com/tiktok-influencer-marketing-guide/)
Pitfalls to Avoid
When partnering with influencers on TikTok, it’s important for brands to avoid some common mistakes that can lead to ineffective or even harmful campaigns. According to Grin, some of the top influencer marketing mistakes include:
Mistaking celebrity endorsements as the only type of influencer marketing. Brands should also consider nano and micro-influencers who may have smaller but more engaged audiences (https://grin.co/blog/influencer-marketing-mistakes-you-should-never-make/).
Failing to properly vet influencers or ensure brand alignment. This can lead to influencers producing content that is off-brand or even unethical.
Not providing clear campaign guidelines and expectations. Brands need to give influencers creative direction to achieve campaign goals.
According to Emplifi, TikTok-specific mistakes include not optimizing hashtags, failing to use trending sounds, and not encouraging user-generated content. Mention also notes that brands should avoid seeming inauthentic or failing to take a purpose-driven stance (https://mention.com/en/blog/influencer-marketing-mistakes/).
By avoiding these common missteps, brands can develop more effective TikTok influencer campaigns that engage audiences without compromising brand integrity.
The Future
The future of influencer marketing on TikTok is expected to grow rapidly as more brands realize its power for connecting with Gen Z audiences. According to one source, “The Ultimate Guide to TikTok Influencer Marketing,” the integration of emerging technologies like AI and VR will likely enhance the influencer marketing experience. Advertisers will gain access to better analytics and data to precisely target audiences and measure campaign performance.
Additionally, as noted in “Guide: Maximizing TikTok Influencer Marketing Potential,” influencer marketing on TikTok will likely evolve to become more authentic and focused on storytelling. Nano and micro-influencers may become more popular than mega influencers. There will also be more emphasis on quality over quantity, with a focus on meaningful engagement over follower count. Overall, the future is bright for brands leveraging TikTok influencer marketing.
Conclusion
In summary, payment rates for influencers on TikTok can vary greatly depending on the influencer’s follower count, engagement levels, content quality and brand alignment. While nano and micro influencers often charge a few hundred dollars, macro and mega influencers can charge tens of thousands for a branded post or campaign.
When negotiating rates, focus on the influencer’s audience, content quality and creativity first. Ensure the influencer is a good match for your brand rather than just chasing vanity metrics like follower count. Define clear expectations and metrics for success upfront. Consider offering bonuses or extra compensation for exceptional performance.
The key takeaways are:
- Base fees on audience quality and content, not just follower count
- Establish clear campaign goals, metrics and tracking from the start
- Negotiate win-win deals within your budget constraints
- Monitor campaign performance closely to optimize future collaborations
- Nurture long-term influencer relationships for repeated success
By following these best practices, brands can develop effective and mutually beneficial influencer marketing campaigns on TikTok.
