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Data-driven Influencer Marketing on TikTok: How to Find the Right KOLs

TikTok is extremely popular, especially among Generation Z, and with a total of 3.5 billion downloads, it is approaching the "Big 5" of social networks. Consequently, a marketing campaign on TikTok can be very effective, but it is essential your brand communicates with authenticity. With the help of Kolsquare's data, you can identify the right TikTok influencers that match your brand and values.

Open hand holding a small magnifying glass
Open hand holding a small magnifying glass

Key Takeaways

  • TikTok will soon be one of the “Big 5” social networks, as the Chinese app has now been downloaded more than 3.5b times.
  • Kolsquare helps your brand identify TikTok Influencers thanks to the latest technologies such as Big Data and AI, making your campaign on the app profitable.
  • Kolsquare Credibility Score and Kolsquare Analytics Sidebar help you analyze influencer marketing statistics in a time-saving and resource-efficient way.

Considering that most TikTok users are under 30 and the app was only launched in 2017, the number of downloads is surprisingly high. During 2019, TikTok was often the third most downloaded non-gaming app, and this year it ranks fifth among apps with the most downloads overall.

Accordingly, a marketing campaign on TikTok is quite suitable, and can be particularly effective through cooperation with influencers. However, the search for suitable partners can be very time-consuming and subjective, especially if you have little data about the influencers on the app. Influencer marketing agencies like Kolsquare can help you with this. With our offer, which consists of both individual consulting by experts and the technology for data-driven influencer marketing, we help you identify the right influencers. With Kolsquare’s all-in-one marketing solution, your campaign is sure to be profitable.

Why Should Your Brand Work with TikTok Influencers?

Each social network has its own characteristics, of course, which marketers should be aware of and know how to use. While Instagram initially relied on images and stories, and Facebook is usually still very text-heavy, on TikTok  users share short videos.

You can also use hashtags on TikTok, but much less than on Instagram, for example. See our guide to using hashtags on TikTok for all the details.

Due to the unique algorithm of the Chinese app, even profiles with few subscribers can appear on the so-called “For You” page and go viral. Read how to master the TikTok algorithm in 2022 on the Kolsquare blog. Of course, creativity of creators is also particularly important on TikTok. At the moment, videos from the everyday life of influencers are especially popular and live streaming is also common on TikTok. This could still be a remnant of, TikTok’s predecessor.

Google in particular is increasingly struggling with the fact that Internet natives are increasingly placing search queries on Instagram and TikTok and no longer finding restaurants via Google Maps, for example, but rather recommendations from the creators on these apps. What it means when TikTok becomes the number one source of information and how you as marketers should deal with it, you can read on the Kolsquare blog.

Find the Right Influencers on TikTok with Kolsquare Data

Before you launch a marketing campaign on the app, you should know your target audience inside and out. You should have the following data:

  • their typical age
  • their gender
  • their location
  • the time they spend online

This way you can plan your campaign in a targeted way and also cooperate with the right influencers. The first option is to look for videos on topics that are relevant to you. In other words, what content do your potential customers most want to see and what do they respond to? There are no longer just lip-sync or dance videos on TikTok. Especially since the beginning of the war in Ukraine, users can also find serious topics on the platform. An analysis by the fact-checker News Guard shows that a lot of misinformation is also spread in this way, more about that here.

If you now understand your target group, you should pay attention to the posting habits of the individual influencers. Have they already collaborated with your competition? Do they espouse the same values as your brand? How do they communicate with their followers and can your brand identify with them? Also, their engagement metrics are particularly crucial, as this will tell you if their audience is really engaging with them or just a large number of silent followers who will potentially become your customers in a worse way.

Marketers can research all these questions themselves, but they do not have to. Save yourself time and increase your ROI with Kolsquare Analytics Sidebar. With Kolsquare’s free Chrome extension, you can easily scroll through Instagram and TikTok and capture the most important data.

The Kolsquare Analytics Sidebar

This free Chrome extension provides you with numerous statistics about your KOLs: Kolsquare automatically calculates interaction rates, shows you the socio-demographic data (age, gender, etc.), location and the Kolsquare credibility score of the followers.

The Kolsquare credibility score is another analysis tool that can be very helpful. For each profile, our software calculates a score from 0 to 100, indicating the quality and engagement of the audience. The higher the number, the more credible the followers of the influencers you want to work with. This is how we strive to make influencer marketing more transparent and improve the industry in the long run.

Data-driven influencer marketing is the marketing of tomorrow. So don’t shy away from a mess of numbers and get some advice.

Get some tips on how to start your influencer marketing campaign on Tiktok and more information on how to find the right influencers on TikTok on the Kolsquare Blog. We always look forward to your feedback on our services and technologies! So just drop us a line on LinkedIn @Kolsquare.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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