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Marketing on TikTok Using Creators

TikTok has grown from being that app for kids to being the favorite social media platform for building a lovable brand that draws in the masses. However, juggling running your business and posting TikTok content regularly to boost your brand visibility can be daunting.

Fortunately, you can lessen your workload and get excellent marketing results by partnering with influencer marketing TikTok pros. Keep reading to learn more about using influencer marketing on TikTok to benefit your brand and how to find the best TikTok influencers and content creators.

Who uses TikTok?

Everyone uses TikTok. The app has so many users that it exceeded three billion downloads in 2021, making it one of the most downloaded social media apps. By January 2022, the social media platform had over 170 million monthly active users on Android and iOS devices.

The highest percentage of TikTok users are in the U.S (over 130 million users), and most of these users are young people. AdWeek forecasted that TikTok would have more U.S. Gen-Z users than Instagram before 2021 ended, and that prediction is now a reality. By January 2022, 18 to 24-year-old women made up 25% of TikTok users, while men in the same age range made up 18% of users.

A recent Statista survey also shows that 25% of American TikTok users are between 10 and 19 years old. These numbers indicate that Millennial and Gen Z users make up most of the people on TikTok. These users regularly use the social media app, spending 858 minutes per month on it in March 2020 alone.

What content does well on TikTok

On TikTok, you can post pictures and short videos (up to 60 seconds long). Videos are the preferred content on the platform, but specific types of videos draw the most crowd. These include entertaining videos that cover the top interests of TikTok users – food, music, travel, and beauty.

The more entertaining a TikTok video is, the more it will resonate with viewers and the more likely it is to go viral. Original music videos or videos with cover songs playing in the background are the most popular. In fact, 93% of the best performing TikTok videos feature songs, and 88% of users say music is critical to the TikTok experience.

Funny videos, such as skits and cringe videos, are also popular. Other TikTok video types that pull crowds include fashion and beauty tips, cooking demonstrations, sports action, and finance videos.

What type of content doesn’t work on TikTok?

Nothing puts off TikTok users more than videos that are obviously ads. Also, since most TikTok users seek entertainment on the platform, you should avoid posting content that has nothing interesting to offer.

Does creator marketing work on TikTok

Yes, it does. Creators are individuals that create and post content on TikTok. Many of these creators are also influencers – people who post content that sway their audience's opinions and buying decisions.

You can hire creators/influencers to create content that promotes your brand or products to their audience. The marketing strategy can raise brand awareness and drive sales because followers want to use the same products as their favorite TikTok stars.

Compared to influencers on other social platforms, TikTok influencers have a higher engagement rate – nearly 18% in the U.S., which is more than triple that of Instagram. Due to the high engagement rate, 45% of brands paid for TikTok influencer marketing campaigns in 2021.

Are TikTok creators worth it?

Paying creators for influencer marketing TikTok campaigns can fetch huge returns on investment if you do it correctly. Here are some statistics to prove it:

Getting impressive results from marketing on TikTok does not require partnering with a TikTok influencer marketing agency. You can directly collaborate with influencers who can promote your product and help you reach new customers. Since the followers trust and love their TikTok creators, they will believe the creator if they say you are trustworthy and worth patronizing.

However, since the value of creators and influencers varies, you need to know how to pick one that can deliver the most return on investment. Influencers with the most followers can help you reach more potential customers, but they are not always the best collaborators.


Effective TikTok influencer marketing drives viewers to engage with your brand. However, data shows that the biggest TikTok influencers (influencers with more than a million followers) do not have the best engagement rates.

While mega influencers have an average engagement rate of 4.96%, influencers with under 15,000 followers have the highest engagement rates (17.96%). These figures indicate that mega influencers can help you reach more people, but smaller influencers can get more of their followers to engage with your brand and product. Engaged customers are more likely to convert.

Do people buy on TikTok?

Besides promoting your brand and products on TikTok, you can sell products to customers directly on the platform. TikTok added the option to make in-app purchases in 2018. Thanks to the feature, users do not have to leave the app to buy products seen on the platform. The feature is so popular that nearly half of TikTokers purchase from brands on the app.

Even more interesting, 20.6% of social media users who shop on different social media platforms say they do so all the time on TikTok. In comparison, only 16.6% of these users shop on YouTube, while 16.4% shop on Instagram. Besides being the preferred social media shopping platform, 67% of TikTok users say the platform’s content drives them to buy items even when they have no plans to shop.

How to engage with TikTok Creators

As we’ve established, working with TikTok creators can take your TikTok marketing to the next level, but that can only happen if you partner with the right creators/influencers. The right creator is one that fits your budget and has followers that match your target market. If the creator’s followers do not match your target audience, they will not care about your brand or product.

Also, only partner with creators with proven experience delivering the type of content you want and getting the results you seek. Lastly, test different creators to find ones with a look, style, and voice that will resonate with your target audience.

You can find hundreds of thousands of TikTok creators via the TikTok Creator Marketplace (TCM) and compare creator profiles, stats (engagement rates and audience demographics), specialties, and other details. Use the information to find one or several creators that match your campaign goals.

After picking creators, you can contact them via the TCM to discuss your campaign and give them your brief. When briefing creators, provide as much information as possible about your brand, goals, expectations, timeline, target audience, and anything else the creator will need to determine if they can work with you.

The creator you choose should be able to provide entertaining and engaging content that does not come across as salesy. However, do not micromanage your creators. Otherwise, you could stifle their creative freedom and end up with content that does not get their audience excited about your brand or product.

Using a creator management tool

Filtering through the hundreds of thousands of TikTok creators on the TCM can be daunting. A less tedious way to find the perfect creator for your TikTok influencer marketing is using a creator management tool like Cohley.

With Cohley, you can skip the unqualified creators and go straight to pre-vetted creators with impressive track records working on projects like yours. Besides giving you access to only top-tier creators, finding the right one for your campaign is much easier, thanks to Cohley’s filters. Even better, since the content provided by Cohley creators is 100% yours, you can use it for more than just your TikTok marketing campaign.

Take the First Step toward Finding the Perfect TikTok Creators

TikTok has billions of users in over 150 countries, making it one of the best places for finding prospective customers. Get ahead of the competition by using Cohley to find creative TikTokers who can provide you with high-impact content that can reach the right people and convert them into lovers of your brand.

Check out our case studies and book a consultation today to learn more about using Cohley to take your influencer marketing on TikTok to the next level.