So, you’re looking to partner with TikTok influencers to promote your brand via social media. That’s great! Even though Instagram influencers are still the most used for influencer-related campaigns, TikTok is rapidly becoming more popular, so you’re making a good choice.
However, when you decide to search for TikTok makers for your project, how will you determine which one to pick? What is it that makes one creator more effective than others? We’ve collected some key TikTok analytics you need to consider before choosing your social media partners.
Follower count
Although the number of followers may not be the primary indicator of the success of an influencer nowadays, it’s still important. The follower count can give you an idea of the influencer’s reach, or in other words, how many people may potentially see their content.
Second, follower counts affect influencer prices. Generally, the higher an influencer’s followers count is, the more they’ll charge brand partners for their content creation services.
When evaluating followers, look to see whether the influencer has experienced any sudden, dramatic increases in followers. This could be the result of some viral event or even a collaboration with another influencer that has more followers. However, in the absence of any rational reason, sudden increases in followers might indicate that the influencer bought fake followers.
Engagement rate
Engagement rate measures an influencer’s connection to their audience. If an influencer has a high rate, this means that their followers trust them and appreciate their content. Due to this, many marketers believe that the engagement rate is more important than the number of followers these days.
Different marketers determine engagement rates differently. For TikTok, there are some who choose to include views as engagements, while others focus on pure interactions, such as likes and comments. We would recommend the latter.
To determine engagement, add up the number of interactions for a post, divide that by the number of followers and then multiply by 100. Do this for a sample of videos and find the average. You can also use an influencer marketing platform to calculate this for you automatically.
If influencers have a high engagement rate, brands can use this to their advantage in their marketing campaigns. If people place a large level of confidence in an influencer, then they’re more likely to be interested in the brands the influencer endorses.
Average views per video
In addition to engagement rates, take a look at the average number of views per video. This will tell you how many viewers typically view an influencer’s videos. To determine this you need to look at the views the influencer has on a selection of videos, then calculate the average.
Be aware that you don’t need to follow someone on TikTok to see their videos. You may discover their content on your home screen, or through the Discover page. This is the reason why looking at only how many followers an influencer has may be misleading in the long run.
Therefore, when you are estimating the amount of people who might be viewing the campaign content you develop with an influencer, take a look at this metric alongside the follower count.
Video frequency and the most recent video
You should also look up the date when an influencer last released a video. It is important to select an influencer who is still active on TikTok. Sometimes, life gets in the way and an influencer may not post for a week or so simply because they’re busy. However, if you find that an influencer isn’t posting for a few weeks or months, think about different collaborators.
Additionally, you should examine an influencer’s posting frequency. If an influencer posts very frequently, it means that your company will spend less time at the top of their profile. In the same way, if they share many branded posts, this could mean that your brand becomes just another brand in their rotation of ads.
Type, quality of content and the style
This isn’t purely analytics, but it’s nevertheless worth noting, because it’s a crucial factor in deciding on the right influencers to use in TikTok campaigns for your brand.
Check out the content of the creator. Do you think it meets your quality standards? You’ll want to select someone who is able to produce videos that are capable of showing your brand in a good light, and quality works into that. Check that the TikToker has at least basic equipment and editing knowledge.
Additionally, is their content in line with your brand’s image? Influencers should post on topics that align with what your brand does, regardless of whether it’s as broad as lifestyle, or as specific as vegan slow food.
Lastly, does the influencer’s style match yours? Are they committed to the values that are important in your company’s image? In order to make your collaboration come out as authentic as you can, find those TikTokers whose profiles match your brand’s mission and values.
Conclusion
These are the most basic TikTok analytics you should be looking at when trying to find influencers to create marketing campaigns on the network. Whatever method you choose to identify influencers, make sure to do this small amount of additional research to ensure that you’re selecting the best possible collaborators for your business.
