Influencer marketing was challenging in its early days because of a need to manually discover and outreach to influencers. It’s not as if there was a section in the Yellow Pages (either online or in its paper format) listing influencers in your niche. This made influencer marketing labor intensive, and difficult for the average business wanting to become involv4ed. It left a conspicuous space in the market for some form of tool to assist you in finding influencers. A whole range of influencer platforms developed to meet this need – for all social networks, including TikTok.
Alright, the platforms don’t advertise their TikTok compatibility very much. Indeed the only platform I saw openly promoting TikTok influencer discovery was Fanbytes, who wrote about How Fanbytes Works with TikTok Influencers. However, all the rest of the platforms covered here refer to TikTok somewhere on their website.
Influencer platforms predominantly assist firms with influencer discovery. However, many platforms now offer a more extensive range of services. These include relationship management, campaign management, an influencer marketplace, third-party analytics, and influencer content amplification. Even the platforms that don’t explicitly mention TikTok in their influencer listings can probably help firms intent on undertaking influencer campaigns on TikTok.
7 Best Platforms for Finding Influencers on TikTok:
Upfluence wrote about what you need to know about TikTok to market with it in 2019. The post observes that “There’s been a trend to use social media for entertainment purposes, rather than sharing personal updates. TikTok perfectly feeds into that need by giving everybody a space to freely express their creativity.”
Upfluence includes a robust influencer search and discovery module. It also provides tools to assist brands with social listening. It ties all this together with tools to allow you to manage your campaigns.
Upfluence includes a massive database of more than 1 million influencers, across all the leading social media networks. Obviously, only a small portion of these feature on TikTok and are in TikTok’s main demographics. You can search for influencers using as many keywords as you need. This means that you can drill down through keywords to reduce influencers to manageable numbers. You can filter through audience data to a granular level, placing relative weights on each keyword.
Unfortunately, the most detailed data is limited to Instagram, so you can’t yet target TikTok influencers in such a precise fashion - although, you may be able to use your Instagram results to help discover suitable TikTok users if you are searching for terms that would be relevant to the typical TikTok audience.
Aspire IQ began as Revfluence, a marketplace where marketer and brands could discover influencers, contact them, and once both parties had agreement, manage their campaigns. Over time the company improved and expanded its software and rebranded to become Aspire IQ.
The company wants a long-term relationship between its clients and their influencers, so the minimum contract is for a year.
Aspire IQ uses a hybrid system for its influencer database. Firstly, it uses a proprietary algorithm to find influencers, with more than 500,000 in its database. However, influencers need an account on the platform to be able to participate in campaigns.
Aspire IQ’s discovery engine allows its clients to search for influencers in a variety of ways. You can search for keywords, hashtags, topics, etc., and then filter the results down by specifying follower counts, average likes per post, and other demographic details. They have a “Quickmatch” feature, which is like a “Tinder for Influencers.” It offers you influencers based on your preferences. You can either select a suggested influencer or choose to move onto the next person in the list.
Another way to find influencers is to use Aspire IQ’s social listening tool, and then choose to work with people who have already mentioned your organization.
Another unusual way to find influencers on Aspire IQ is to match content to an image you provide.
Neoreach is the brainchild of Jesse Leimgruber and Misha Talavera who pitched the idea while still attending Stanford University. They envisaged Neoreach to connect social media influencers with brands directly. The pair was accepted into Stanford’s accelerator program to work on realizing their vision. By 2014, they’d received $1.5 million in seed funding.
The key to Neoreach is its discovery engine. It uses an algorithm that mines the social web for data and indexes it for search. There are now over 3 million influencers in the Neoreach database.
Neoreach is sophisticated software and as such, targeted at large businesses and enterprises. The pricing levels would generally put it out of reach for most small businesses.
Neoreach prides itself on the depth of the data it holds about each influencer. You can refine your searches by a vast range of demographic and psychographic criteria. This means that you should be able to find suitable influencers for virtually every market – including young females who spend much of their time on TikTok. Neoreach uses AI to refine its influencer recommendations, and the more you use Neoreach, the better it will be at finding suitable influencers for you.
It is more than just a campaign management tool, however. It contains everything you need to help you manage your entire influencer campaigns.
One of the blog posts on Julius analyzes the potential for TikTok as an influencer marketing network. Julius concludes that “The efficacy of such a campaign depends almost entirely on the brand, especially given the demographics of the platforms. Gillette, for example, would not likely experience the same success as Venus would. Luckily, the Julius platform provides in-depth demographic and engagement data to support such a venture, as it would be necessary to capitalize on a rapidly expanding form of social content that shows no sign of slowing down.”
Julius began life as Thuzio, a web-based talent agency for current and former athletes, looking to make extra money with appearance fees and endorsement deals. It didn’t take much from there to turn Thuzio into Julius, a full-featured influencer marketing discovery engine and platform.
Although Julius’ bank of 120,000 influencers is smaller than the numbers in some of the opposition databases, Julius can claim that a human has vetted and fleshed out everybody’s data, rather than just relying on an algorithm.
You can search for influencers in many ways, filtering them by a vast range of demographic and psychographic factors. Julius sees the importance of lists, and you can create lists of potential influencers as you go through the discovery process. You can then break these lists down into sub-lists, based on a range of factors.
Julius includes much useful information about each influencer, including many valuable metrics.
Julius is an all-in-one platform, with a complete suite of management tools to complement its in-depth database.
Fanbytes initially just provided services for Snapchat, later expanding to include Instagram. More recently they have added TikTok to their roster on supported social networks. Indeed, Fanbytes appears to be the only influencer platform to widely promote its activities with TikTok influencers.
Fanbytes’ emphasis is solidly on the youth-focused social networks. They pride themselves in understanding Generation Z and keeping up with youth-oriented culture. The average age of a Fanbytes employee is 21. TikTok’s users, like Snapchatters and (to a lesser extent) Instagrammers, are very much from Generation Z (with a few Millennial old-timers making up the numbers).
Because Fanbytes works with such a narrow demographic grouping, it doesn’t have the enormous influencer discovery engine that many of the other platforms utilize. They do have a hand-picked selection of influencers who are excellent for youth-focused brands, across a range of related niches. They act more as an influencer management tool, aiding brands trying to manage their campaigns seamlessly.
I would hate to oversee SEO for Influencer. It must be hard trying to rank when your company name is the same as your industry. In saying that, Influencer was Number 4 in Google in a search for its name at the time of writing, after two Influencer Marketing Hub articles and the Wikipedia page for the term.
Influencer provides tools for brands to find, match, manage, and report on creators for influencer marketing campaigns through actionable insights and data-driven intelligence.
Influencer is a youth-oriented company, with co-founder and CEO, Ben Jeffries, still only being in his early-20s. He founded Influencer in 2015 when he was just 18 years old.
The company clearly recognizes the importance of TikTok when targeting a youth-oriented market. They recently uploaded this infographic to their Facebook page:
Influencers (the company) has the philosophy that influencers (little “I”) are “like the cool kid in school.” This means that they are highly selective about which influencers they will work with. They are only interested in influencers who can demonstrate some talent and can communicate with their followers.
Influencer believes in a hands-on approach to influencer management, rather than relying on an algorithm.
TikTok is Asian based. It originated from China (even the original Musical.ly was a Chinese company), and it is trendy across the whole region, even across into India. It suffered a blip to its progress in India, due to its recent banning a court case, but has got over that problem now and is back on the rise.
Inevitably there are also Asian-based influencer platforms and agencies that recognize the value of TikTok, more so than most western platforms and agencies.
Letsinfluence is a team of experienced product, design, sales & marketing professionals. It is led by Ujjwal Bhalla, based in New Delhi, India.
The company provides tools for brands and agencies to discover and uncover influencers, manage campaigns, and track the success of those campaigns.
They believe that TikTok marketing is essential for firms that have a young target market. Letsinfluence has written, “Brands can leverage challenges and contests to create branded content that will generate excellent brand awareness and drive sales. Moreover, many of these TikTok influencers have accounts on Instagram, and they regularly share content created on TikTok on Instagram as well.”