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TikTok Influencer Marketing

Despite being a relatively adolescent app in the world of social media platforms  – launching only in 2017 internationally, TikTok has exploded in popularity to disrupt the market and create a credible threat to the long standing players like no other app before. One of the biggest reasons for TikTok’s success is the virality potential, essentially any video can go viral – no matter the following, which is in contrast to Instagram. On TikTok your videos can potentially gain hundreds of thousands of views due to the organic reach potential of popular hashtags and the platform’s algorithm. 

The more views a video gets, the more likely it is that the creator will amass more followers, paving the way for a new type of influencer to be born. But can brands use TikTok as a marketing platform, and if so – how?

What is TikTok?

TikTok phone

TikTok’s huge organic reach potential is undoubtedly a huge incentive for creators and brands to have a presence on the platform- making it an invaluable tool for marketing. The ‘For You’ page is essentially the ‘homepage’ of the app, constantly serving users with fresh content that would interest them based on their own user behaviour on the platform.  Video recommendations on the ‘For You’ page feature content from relatively unknown users, combined with content that is going viral and content from bigger creators to ensure users never get bored, and stay in-app for longer. This is particularly significant as attention spans online are dropping particularly among the Gen Z audience. TikTok cultivates an environment of new exciting content every second, allowing users to stay engaged for longer to rival the likes of Instagram. 


The chance to go from a nobody to a worldwide phenomenon is perhaps why TikTok is so popular; DataReportal found that the social media platform currently has 800 million active users in 2020. To add some perspective, it took Instagram six years to reach this number of active users, yet TikTok took three. To note, the short-form video creation app is nothing new, with Vine being an early player that kickstarted many top creators and their careers that we see today. However, what TikTok did that Vine could not is focus on creator retention. One of the reasons for the fall of Vine was the inability to keep creators creating, which subsequently saw a mass migration to YouTube. It seems TikTok is quick to evolve and learn from the mistakes of platforms before in order to ensure platform longevity.  


Marketing on TikTok is unlike a typical marketing strategy: when assessing your TikTok strategy, you have to consider that there is a lot of creative competition. Innovative, creative and entertaining content always wins on the platform. However, if you adopt the right TikTok influencer marketing approach with the right product, you’ll likely see a huge growth in your campaign. 

Can you market on TikTok?

When developing your TikTok marketing strategy, you first need to create an engaging video advert in line with the TikTok style. After being uploaded to TikTok, it should have a call-to-action and a one-click button to your company’s homepage. There are different approaches you can adopt to maximise user engagement with your TikTok ad campaign. 

Top View

This is where the first three seconds of your marketing video autoplays on full screen as soon as a user opens the app.This video then integrates seamlessly to TikTok’s homepage, where your video ad continues, giving the user the option to go directly to your website.
girl texting on phone


Sound is an important factor to consider when assessing your TikTok marketing campaign. If a user presses the sound tab at the bottom of a video, they are able to see other TikToks which have used the same sound.

If a certain video is trending you can create a unique sound which follows the trend.The GOAT-led marketing campaign for American singer Andrew Bazzi resulted in 10.7 million TikTok users creating their own videos using Bazzi’s song ‘Mine’, which went on to peak at number 11 on the US Billboard Hot 100.

Hashtag Challenges

A Hashtag Challenge is where multiple users create a video related to the same hashtag.  

Although you can organically create a hashtag for free, the Paid Hashtag Challenge feature allows TikTok to promote your branded hashtag on the ‘Trending Hashtags’ page which maximises the visibility of your ad. 

This allows users to create video responses using your hashtag to engage with your TikTok ad campaign – if an influencer takes part in this hashtag challenge, you are likely to see more engagement with your TikTok account from their platform community. 

You can also generate organic results with your TikTok growth strategy by adding your own personal twist to an already trending hashtag- an example of trend hacking. This is evidenced by GymShark’s #BeKind TikTok ad campaign. GymShark incorporated the hashtag in their content, putting their own spin on the challenge which had accumulated a total of 396.7 million views. 

This allowed the brand to create organic content inline with current trends, inevitably improving the effectiveness of their TikTok ad campaign

What content works on TikTok?

User Engagement

TikTok influencer marketing isn’t as simple as paying an influencer to simply sit in front of a screen to talk about your product – the most successful TikTok marketing campaigns use influencers who are captivating and who find unique ways to engage with users. 

This has already been evidenced in the success of UK-based fashion retailer PrettyLittleThing (PLT). Not only does PLT have a TikTok influencer marketing strategy, but they also use campaigns such as competitions and giveaways to engage with their users.

Giving away products to popular influencers also gains traction on PLT’s TikTok account – in return, influencers create content in line with current trends, wearing and promoting PLT’s products whilst they create TikToks. This type of organic content has worked incredibly well for PLT – by adopting a more personalised influencer marketing strategy, PLT have amassed over five million followers.

Creative Content

Hannah Martin is a British influencer who uses special effects to create her #POV videos (point of view). This is a popular trend on TikTok as it lets the viewer live an experience through the creator. Although Hannah is a new user, she has been able to break through in a short amount of time, gaining roughly 100,000 followers a day for the past couple weeks. 



Creating unique content which follows trends is one of the best ways to market your videos and get them to appear more frequently on the ‘For You’ page. This in turn prompts users to visit your company’s website facilitated through on page URLs that have recently been made an option on the platform. 

Is TikTok good for marketing?

The most successful TikTok marketing strategies carried out by brands are ones which tap into current trends on TikTok. Just Eat followed current dance and sound trends on the app, creating an identifiable mascot named “Driver Derek” to help expand brand awareness on TikTok. 

Just Eat also used the Paid Hashtag Challenge where their content was promoted as a ‘Trending Hashtag’. This increased the brand’s visibility when a user clicked onto the Hashtag section of the app, enabling them to put in a call to action and encouraging users who used the hashtag to order on their website. 

Not only did Just Eat tap into current trending content and hashtags; they also used an on-brand colour scheme and added Just Eat graphics to their videos, kick-starting the hashtag by using influencers to promote them. Influencers created TikTok videos using the trends that Just Eat had integrated into their TikTok ad campaign, which resulted in more user engagement with the campaign. 

Where can I find TikTok influencers?

When assessing your TikTok influencer marketing strategy, it’s important to find the right influencer to promote your brand – but where do you start?

At Goat, we have seven years experience when it comes to working with influencers to engage consumers on social media, delivering over 1000 campaigns and tracking over 450,000 posts for the most reliable results.

We can help you find the best influencers for your TikTok ad campaign. By tracking views and engagements with videos made by influencers, Goat can work with you to find an influencer who regularly trends on TikTok and who generates a good amount of user engagement with their content which would work well with your TikTok ad campaign. 

Finding the right influencer for your brand is key when it comes to creating your TikTok influencer marketing strategy. Our expertise in the field means we understand and can capitalise on the true value of influencers, ultimately helping you to expand your brand on TikTok.