Expert Guide To TikTok Influencer Marketing For Brands In 2025

Why TikTok Influencer Marketing Is on Trend

TikTok isn't just for pros — it’s helping beginners make an impact, shaping how people shop, and so much more. Here, the experts at IQFluence share insights on TikTok influencer marketing effectiveness. 👇

TikTok’s Algorithms Boosts Influencer Visibility

"The most blow-minding thing about TikTok is its ideal highly personalized algorithm, which sets it apart from other social media platforms. What is so outstanding about it?

It’s TikTik engagement-forward recommendations. While platforms like instagram focus on follower count to promote the video, TikTok algorithms analyze people’s behaviour such as likes, comments, time spent on every video. 

That’s why TikTok users have more personalized feed, and even micro bloggers can gain popularity. And brands? They benefit strongly from campaigns, with the opportunity to go viral more easily and achieve better engagement."

Elen 

Chief Product Officer at IQFluence

In-App shopping opportunities

"Oh, and besides highly personalization, on TikTok you can easily incorporate shopping opportunities, linking the items. You lessen the actions people do to make a purchase. 

Plus, due to the natural format of storytelling or unboxing experience, people don’t even perceive TikTok influencer in-feed ads marketing as a commercial. 

In 2024, over 55% of TikTok users have made impulse purchases directly influenced by content seen on the platform."

Alex

Sales Manager at iQFluence

Dominance of short formats and livestreaming

"What I like about TikTok is that it manages to blend 2 formats: short and long one in one feed. When other platforms focus on something one, TikTok mixes it. In today’s era of cheap dopamine, short formats dominate and attract Gen Z and new Gen Alpha. 

However it still allows the incorporation of live streams and longer videos for millennials, loyal fans, and cinema communities.This hybrid approach makes TikTok an all-in-one platform that balances fast entertainment with deeper, more engaging content. Due to it brands can easily attract different audiences."

Anastacia

Chief Content Marketer at IQFluence

Influence on People’s Purchase Behaviour

"The impact of tiktok influencer marketing on consumer behavior is enormous. Averagely, TikTok users spend an average of 95 minutes daily on the platform. Over 58.2% of users utilize TikTok for shopping inspiration, turning to the platform to discover new products and trends. Therefore, people make purchasing decisions much faster compared to traditional ads.

It’s all because people tend to consume fast, captivating content, which makes TikTok a great go-to platform for influencer marketing."

Elen

Chief Product Officer at IQfluence

Ah, it’s time to talk about TikTok influencer marketing pricing and what influences the $$$ numbers.

How Much Do Real TikTok Influencers Charge

The right question isn’t just how much it costs to collaborate with TikTokers — it’s what factors actually influence that cost. Follower count, engagement rate, niche, content type, geographic location, and exclusivity all influence TikTok shop influencer marketing and play a role in determining final TikTok influencer marketing cost.

Let’s take a look at the real pricing rates for TikTok creators across different sizes and niches.👇

Micro TikToker – Jasmine Villegas

TikTok influencer music marketing profile. Images source.

Jasmine is an R&B and pop singer-songwriter, based in California. Her content is all about music, dancing, and lifestyle. She mainly targets a music-focused audience that includes both fans and industry professionals.

TikTok influencer music marketing segment tends to be more expensive due to additional expenses and influencer's status.

TT follower count - 47,900

TT rate for a video - $1,500

Mid-Tier TikToker — Stephanie Battagello

Home-decor TikTok marketing influencer’s profile. Images source.

Stephanie is a lifestyle and home-decor TikTok creator and mother of twins, known for her highly aesthetic content in tender soft pink shades. She produces routine videos about cleaning, home decor, and resets.

Her audience consists of women who are looking for inspirational home tips, and appreciate aesthetics.

TT follower count - 151,000

TT rate for a video -  $2,000

Macro TikToker – Megan Phung

Lifestyle tiktok marketing influencer’s profile. Images source.

Megan is a lifestyle and fashion creator. She blends her content with humour, outfits, beauty and even nail ideas. Her audience is fashion-forward Gen Z who enjoy real lifestyle content.

TT follower count - 534,000

TT rate for a video - $2,000

Mega TikToker – Madison McCollough

Nail art TikTok marketing influencer’s profile. Images source.

Maddison is a nail artist, nail teacher, and mega-influencer with 1M+ followers. This tiktok marketing influencer paints celebrity portraits and famous cartoon characters on her nails. Her audience includes both professional nail artists and enthusiasts seeking inspiring, relaxing content.

TT follower count - 1,1M

TT rate for a video - $3,000

Besides, you can use the influencer marketing hub TikTok money calculator to know an influencer estimated rate.

Example of tiktok influencer marketing hub pricing. Image source.

It’s time for an exclusive expert interview!👇

How to Run Successful Marketing Campaigns on TikTok

Let’s be honest — running campaigns can be pretty boring and tricky. You can find hundreds of guides on the Internet, and utmost of them are similar — just rewritten versions of each other. It’s more valuable to learn how a real expert does it. You are lucky, because I’ve decided to present it through a fun interview I did with my colleague Elen. But before we start, let me introduce her:

In this exclusive interview, Elen will guide you on seven essential steps of running a successful TikTok influencer campaign. Here we'll cover how to set goals, find influencers smartly, analyze them and vet their audience, outreach to creators, choose the collab format, and track our campaign.

1️⃣ Set the Goal

Me: Elen, how to start a successful influencer marketing TikTok campaign?

Elen: Goal, goal, goal. Are you looking for brand awareness, app installs, sales conversions, or maybe UGC (user-generated content) you can reuse in ads? Your objective should be specific, measurable, achievable, relevant, and timely.

For instance, if your goal is to boost brand awareness for 3 months, you might hire a tiktok content creator with mid-tier follower count. Oh, and if it’s website traffic by 5% in March, you need niche influencers with high engagement.

2️⃣ Find the right influencers that meet your brand vibe

Me: Elen, how do you usually find the right influencers?

Elen: First, define what influencer parameters you need. Such as visual alignment, engagement rate, specific audience domination. Here are the most important criteria to consider:

To be honest, I don’t search manually because it’s time-consuming and not reliable. You can try TikTok’s Discover page, search hashtags relevant to your niche (#beauty or #tennis). Then, manually check creators views, likes, and comments. You also may check who’s already talking about your industry or your competitors.

But the thing is that you can’t be fully sure about the audience type.

That’s where tools help. With IQFluence, for example, you can sort creators by follower count, engagement rate, region, and even lookalike.

Me: Oh, and once you choose creators, what other metrics should you analyze before writing them?

3️⃣ Analyze them & their audience

Elen: A lot of brands skip these key steps and regret it later. Here’s what I always check:

• Engagement Rate. Ideally, it should be 6-7% and more.

• Audience Analysis & Vetting. What kind of people follow them?  Their age, gender, location, and brand affinity? What about the percentage of actual people and bots?

• Content Quality & Tone. Is their content authentic? Does their messaging, visuality align with your brand’s values?

• Past Influencer Collaborations. Have they worked with similar brands before? Did the collabs succeed?

Here’s how to get in-depth metrics.

Test is now for free.

It’s not even about numbers — it’s about audience trust and brand fit.

4️⃣ Outreach them 

Me: Uf, and how do you advise to reach out to influencers?

Elen: Hm, first, check their preferred channel of communication (dm or email). They often mention it in their TikTok bio. But you know, some creators are managed by agencies, so be ready to spill tea with their talent managers.

Your message should be short and most importantly clear. Please, no vague sentences. Here are the key moments:

• Subject line is a must (Ideally, up to 50-60 characters long) 

• Quick intro (Who you are, your brand)

• Why them (Be personal — compliment a video or post you liked with a screen)

• Collab idea + deliverables (Collab format, product(s), and platform)

• Compensation mention (or ask for their rates at once)

• CTA with choice – “Please reply here or book a call through my Calendly link.”

For more examples, check out this detailed article "Collaboration Email Template” with 8 free templates.

5️⃣ Choose the collab format

Me: What about effective collaboration formats? Which ones always work on TikTok?

Elen: Influencer marketing on TikTok is all about creativity and personal experience. I’d say that's why these collab formats go viral more often:

• Product Reviews/Unboxings

• TikTok Challenges with a branded hashtag

• Tutorials/Demos if you sell something tech and functional

• Storytime or POV style content featuring your product

• Affiliate or discount code promos

Pick a format that blends into their usual content style so it feels natural — not like a traditional ad.

6️⃣ Draft a сontract

Me: Is a contract still necessary?

Elen: 100%. It protects your brand, ensures clarity, and prevents misunderstandings. Even with micro-influencers, a simple contract is a must.

Include these key points:

• Deliverables (number of videos, format)

• Deadlines

• Usage rights (can you repurpose the content?)

• Payment terms (flat fee, performance-based, or maybe both)

• Disclosure (make sure it's #ad compliant)

• Exclusivity usage (if necessary)
  
  

Here’s a useful guide on how to draft influencer collaboration contract clauses.

7️⃣ Track the Campaign

Me: And, please, final question – how to evaluate TikTok influencer marketing effectiveness?

Elen: Track both quantitative and qualitative metrics.

These key metrics:

• Views, Likes, Comments, Shares

• Follower Growth (yours and influencer’s)

• Clicks and conversions (Also CPC (Cost per Click), CPA (Cost per Action), CPR (Cost per Registration))

• ROI if you're tracking sales

If you're using a platform like ours, campaign analytics are tracked automatically — down to engagement rate per post. Otherwise, ask influencers to send screenshots of post insights.

Influencer marketing on TikTok works best when it's specific goal-driven, matching creators, and easily trackable. Tools are there to help, but your brand message and creator relationship will always be key. I also recommend seeking inspiration from TikTok influencer marketing examples of top brands.

The Coolest Tiktok Influencer Marketing Examples 2025

Finding the right influencer is just the beginning — you also need a collab strategy that turns indifferent viewers into your loyal customers. Here are some of the best TikTok influencer marketing campaigns from leading brands👇

Shein & Iqra Q

We all know Shein as one of the top online shops for super trendy, and budget-friendly outfits at the same time. It mainly targets Gen Z and younger millennial women who want to stay stylish without spending a lot. But you know, it sometimes pulls in middle-segment shoppers too.

Like recently, Shein’s been trying to level up and target a more high-middle segment. The  tailored influencer marketing strategy was the key. That’s why they collaborated with Iqra, a lifestyle and fashion creator known for her luxe aesthetic. Her content is all about travel diaries, elegant traditional wear, and polished looks.

Tik Tok influencer marketing example done through a sponsored haul video. Image source.

The partnership was through a sponsored TikTok haul video, where Iqra showed how Shein’s outfits actually look IRL. She styled a few long, chic dresses that totally matched her vibe, making budget fashion feel a little more bougie.

The results? 

• 5.3M views

• 1,100+ comments full of “omg” reactions

• 87K+ saves and 📤 16K+ shares from users clearly ready to buy

• Shein managed to achieve its main goal of attracting and engaging premium audience attention.

Shein & Mariam

Shein is also well-known for its affiliate marketing programs with influencers. One standout collab is with Mariam, a fashion creator who shares daily outfit inspo and haul content, usually with a classic, girly vibe. 

Her audience? Young women on the hunt for cute, budget-friendly looks (a perfect match for Shein).

TikTok shop influencer marketing example featuring an affiliate program. Image source.

In her reel, Mariam styled some 'old money' outfits and included her affiliate marketing code: 15% off orders over €29, and 20% off over €69. But it wasn’t just the discounts that caught attention — the caption really triggered her audience, which helped drive not only sales, but solid engagement too.

What about exact numbers?

• 4,7M views

• 418k+ likes and 1150+ comments

• 143,3k saves and 15,2k shares

• Shein reinforced its position as an affordable retailer with a wide choice of clothes.

Logitech & Smart Will

Talk about fully different field — tech companies that use influencer marketing Tik Tok strategies. Here’s Logitech, a Swiss-based tech company that is selling user-friendly, ergonomic computer equipment such as keyboards, mice, webcams, headsets, and gaming gear. If you are a content creator, office or a remote worker, gamer – Logitech is definitely targeting you.

Back in April, they teamed up with Smart Will, a tech influencer known for his unboxings and how-to videos. What made this video totally scroll-stopping? High-quality visuals, super detailed shots, and even some ASMR vibes.

TikTok influencer marketing case study example featuring an unboxing format. Image source.

He unboxed one of their mice, plugged it in, and showed how it works — highlighting its super ergonomic design.

The results were crazy! (Please consider that Smart Will is a nano-influencer with just 5K followers 👀)

• 1.2M views

• 400+ comments

• 3,100 saves

• 3,300+ shares

Not bad for a “small” creator, right? Just shows how good influencer strategy and strong content can seriously punch above its weight.

Gisou & Caress

Our list ends with Gisou, a hair & skincare cosmetic brand with honey and bee associations.

It targets middle and premium-segment women who are into selfcare, beauty, and aesthetic vibes.

Considering their audience needs, Gisou teamed up with Caress —  a skincare and luxe lifestyle influencer whose whole vibe totally matches theirs. Seriously, look at her profile to dive into that clean girl aesthetic and flawless, glossy visuals. A perfect fit.

Influencer marketing tiktok example done through a giveaway. Image source.

The collab? A giveaway with a chance to win a cosmetic fridge full of Gisou products. To enter, followers just had to:

✔️ Follow both Caress and Gisou on Instagram and TikTok
✔️ Like the post
✔️ Tag a friend in the comments

The results?

• 968K+ views

• 11.3K comments

•  2.2K+ saves

• 1,450+ shares

• Oh, and both Gisou and Caress saw a nice bump in followers too.

It’s time to talk about influencer marketing TikTok platforms and their essential tools.👇

Skyrocket your campaigns with IQFluence TikTok tools

We already know that knowing trends and campaign tips following are essential things, but without the right TikTok tools, your collaboration strategies fall flat. Why? With the proper platform, you get all the key data in one click — no more hopping between tabs.

The MVP? The discovery tool. Here’s what it does:

👉 TikTok Discovery Tool. Ideally, the tool offers robust filters (13+ options) with niche search that allow you to select your own parameters for both influencer and audience. They include location, language, engagement rate, saves, shares, and even brand affinity and keywords. 

Bonus points if the tool offers a lookalike filter to find influencers whose audience = that of a celebrity.

👉 TikTok Influencer Analytics Tool. The main task is to display average likes, shares, saves, views, and followers growth through clear graphs.

Bonus points if the tool shows an engagement spread for recent posts, providing key metrics as the number of likes and comments on the influencer's latest content. It helps you to monitor their performance in real-time.

👉 TikTok Audience Vetting Tool. First thing first is to track the creator’s audience from every angle. The tool has to clearly respond to these questions: What age and gender are they? What language (s) speak? Where are they from? (especially if you run business offline) What brands prefer?

It’s cool if the tool shows audience reachability. The metric shows the percentage of followers who follow over 500, 1000, or 1500 accounts. The trick here is that if someone follows more than 1500, they are less likely to see the sponsored posts.

Last but not least, what % of the people are actual people? You have to be sure you are not wasting your money on bot followers. Look for a neat report on audience type with exact % split of real people, mass followers, and suspicious accounts.

👉  TikTok Trend Tracking Tool. As TikTok is a fast-changing platform, it’s essential to track the viral content and its key metrics, such as likes and comments — to stay on top of current trends. Analyzing these metrics helps you understand what type of content resonates most with your audience.

👉  TikTok Campaign Monitoring Tool. When it comes to monitoring, first, the tool has to evaluate influencers' previous campaigns. Secondly, it tracks your own key and performance-based key metrics to calculate ROI effectively. 

Your campaign tracking should offer you engagement metrics (likes, comments, shares, saves), audience reach and impressions, CPC (Cost per Click), CPA (Cost per Action), CPR (Cost per Registration).

For example, IQFluence matches all the criteria above. The software is designed to search influencers, generate reports on influencer and audience data, vet audience, display trendy content, and monitor campaigns. Whether you are a small brand, agency of any size, IQFluence will guide you before, during, and after your campaign.