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Marketing on TikTok Using Creators

TikTok creators can help you promote your brand on the TikTok platform. In this guide, we discuss everything there is to know about this marketing tactic.
Parker Dietz
August 8, 2022
April 11, 2024

TikTok has quickly become one of the top platforms for shouting brands from the social media rooftops. Are you ready to use TikTok too?

If so, you may be feeling the overwhelm that often occurs when juggling a business and posting content regularly. Fortunately, you can lessen your workload and get results by partnering with TikTok creators.

Keep reading to learn more about marketing on TikTok and how to find the best TikTok content creators.

Table of Contents

Who Uses TikTok?

Believe it or not, TikTok is one of the most popular social platforms out there. The latest data shows that TikTok has 120 million monthly active users across both Android and iOS devices. Incredible, right?

TikTok is used across the globe and by users of all ages. In the US, 67% of users are between the ages of 18-19. However, 16% of TikTok users are between the ages of 60 to 64. While Millennial and Gen Z users make up the most of people using TikTok, it's still a popular app for all.

Other surveys show that nearly one-third of TikTok users scroll through the app every single day. These stats prove that TikTok is an incredible tool for brands looking to reach their audiences.

What Content Does Well on TikTok?

On TikTok, you can post pictures and videos that are up to 10 minutes long. Videos are the preferred content on the platform, but specific types of videos draw the most attention. These videos include those that cover top interests, including food, music, travel, fashion, and beauty.

The more entertaining a TikTok video is, the more it will resonate with viewers. And there are many ways to entertain. For example, you can add music or audio to your videos. According to TikTok, 93% of the best-performing videos feature audio.

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

What Type of Content Doesn't Work on TikTok?

While there's a niche for everyone, no one likes content that's obviously an ad. It's best to avoid intrusive and "sale-sy" content when publishing to TikTok. Also, since most TikTok users seek entertainment on the platform, you should avoid posting content that has nothing interesting to offer.

Effectiveness of TikTok Creators

Does creator marketing truly work on TikTok? Yes, it does! Currently, there are two different methods of creator marketing. One involves using influencers and the other involves using content creators.

Content creators are individuals that create content on behalf of brands. These brands can then use this content on their own social platforms. Influencers are those that post content, such as sponsored posts, to their own social platforms. These posts then work to influence others to make a purchase.

You can hire both creators and influencers to promote your brand. These marketing strategies can raise brand awareness and drive sales because followers want to use the same products as their favorite TikTok users.

Are TikTok Creators Worth It?

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

  • 35% of TikTok users discover new products to buy through creators
  • 65% of users enjoy watching TikTok creators post about products and brands
  • TikTok influencers can help brands reach more viewers and boost view-through rates by 193%
  • Brands partnering with TikTok creators can experience a 27% increase in ad recall for TikTok-specific branded content
  • Brands participating in branded hashtag challenges generate 2.5X the ROI on ad spend

Since followers trust and love their favorite TikTok creators, they'll be more apt to believe the creator if they say you're trustworthy and worthy of purchasing from.

It's important to note that the value of TikTok creators and influencers varies. The best practice is to choose creators based on brand fit, not how many followers they have. Why?

Effective TikTok marketing drives viewers to engage with your brand. However, data shows that the biggest TikTok influencers (those 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 engaged customers? They're 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.

Around 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 only if you partner with the right creators. The right TikTok creator will be able to deliver content that will connect with and engage your target audience.

You can find hundreds of thousands of TikTok creators via the TikTok Creator Marketplace (TCM). You can then 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.

Using a Content Creation Platform

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 marketing is using a content creation platform 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. Plus, the photo and video content provided by Cohley creators is 100% yours. This means you can use it for more than just your TikTok marketing campaigns.

Ready to get started creating awesome TikTok content? Check out our free TikTok Creative Brief Template.

Find the Perfect TikTok Creators With Cohley

TikTok has billions of users across the globe, 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 reaches the right people.

What are you waiting for? Book a consultation today to learn more about using Cohley to take your TikTok marketing to the next level.

Parker Dietz
Head of Content
With a wealth of knowledge about competitors and pricing, Parker is all about exploring the best way to communicate Cohley's benefits. Outside of work, Parker enjoys poorly playing guitar at parties, watching every Adam Sandler movie ever made, and eating Arabic food.