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This is how you take over TikTok - influencer marketing on TikTok

''You can only reach children through TikTok''
''On TikTok, the only way to succeed is to post dance videos''
''Influencer marketing on TikTok is useless, because the algorithm doesn't favour paid collaborations''

Do these prejudices sound familiar? To us they do. That is why we asked our TikTok-specialist Kiira Kiesilä to explain how influencer marketing on TikTok works.

If you don't know what TikTok is and how it works, we reccommend to first check out our previous article. On this article we focus on busting the myths of TikTok influencer marketing and share our specialist's best tips on how to succeed on the platform.

''You can only reach children through TikTok''

In the news about TikTok, the youth of the audience is overemphasized. Although TikTok's user base is on average younger than other social platforms, older target groups are constantly landing on the platform. Based on TikTok's advertiser data, approximately 1.2 million users can be reached in Finland, of which approximately half are between the ages of 18 and 24.

Although the influencer might also reach young people with their content, the channel's theme and content can weed out the youngest consumers and make older TikTok users part of their own community.

''On TikTok, the only way to succeed is to post dance videos''

Dance videos and lipsyncs are only a fraction of TikTok's content these days, so you don't have to come up with a title dance for your brand to succeed - you'll likely do much better by focusing on topics your brand is an expert in.

Content can be found on every subject, and each subject area has its own advocate. On TikTok you can get, for example, practical tips on keeping your home clean from @Boniasiivous, and make up and style tips from @Pinjapotasevi. You get to follow @Melanie.Reze's cookings, @Jasmin.Ngo's product testing and @Arttu_Laitinen's diving. On TikTok you can succeed with regular MyDay- and Storytime-videos, whether it is a real person or a fictional character like @Chimbula's Veeti.

However, the theme that unites popular influencers on TikTok is entertainment and a good feeling, as consumers come to the platform to have a good time.

''Influencer marketing on TikTok is useless, because the algorithm doesn't favour paid collaborations''

How to make commercial content that the algorithm likes? Believe it or not, paid collaborations can also be viral hits just like other videos. Keep these tips in mind when planning influencer marketing on TikTok:

  • Take advantage of TikTok's current trends and remember the short time span of the channel - trends become outdated within weeks, so a trending collaboration planned several months in advance might fall behind if it is not published at the right time
  • Take advantage of trending soundtracks, but remember that non-license-free music cannot be used for commercial purposes without permission
  • Remember the entertainment level of the content, more serious content works in storytime format through the influencer's own experiences
  • Give the influencer as much leeway as possible, from the content of the video to the caption and hashtags


Influencer marketing on TikTok - remember and use these tips and tricks

  1. Inclusivity: TikTok has a unique sense of community, as trends create many new inside jokes, and the platform enables a completely new way to create a bond between content creators and the audience. TikTok's comment fields are livelier than on any other social media platform, and influencers often also respond to comments with videos. In addition, other people's videos can be duetted or clips from them can be included in your own video. These technical functions enable an even more interactive social media user experience.
  2. Authenticity: On TikTok, authenticity is a the key. The content itself must be relatable in some way so that people watch it. Trends are also born from genuine insights, and you can't create a community with non authentic content. That's why you shouldn't take TikTok too seriously. You can get the most joy out of it by keeping a little sparkle in the corner of your eye.
  3. Freedom of the influencer: Influencer marketing on TikTok often requires slightly looser guidelines and concepts compared to other channels. In addition to their own audience, influencers also know the current trends and emerging content best, which should be exploited in the collaborative video.


Shall we spar together about the possibilities of TikTok content for your brand? Get in touch to get the most up-to-date tips on TikTok trends, emerging influencers and successful concepts!

Picture of Kiira Kiesilä

Kiira Kiesilä