Mastering the Art of Collaboration: A Step-by-Step Guide on Reaching Out to TikTok Influencers
In today's social media landscape, it’s not enough for brands to simply post their own content. To reach new audiences and engage with potential customers, brands must also partner with influencers and brand ambassadors. And with over 1 billion active users on TikTok, it’s no surprise that brands are looking to this platform to find their next brand ambassadors. But with so many content creators to choose from, how do you find the right ambassadors for your brand?
Ambassador vs. Influencer
Before we dive into how to find brand ambassadors on TikTok, it’s important to understand the difference between an ambassador and an influencer. An influencer is someone who posts about your brand once or twice, while a brand ambassador is somebody that represents an extension of your brand and actively promotes your products long-term. Being an ambassador is a long-term commitment, and the definition of what makes someone an “ambassador” varies from brand to brand.
What to Look for in a TikTok Ambassador
When looking for brand ambassadors on TikTok, there are a few things to consider. First, look for creators with an engaged audience. Skilled creators know how to foster a sense of community among their followers. The more engaged a creator’s audience, the more likely followers will listen to their recommendations. This results in more meaningful reach and exposure for your brand.
Second, look for creators who are already familiar with your products. Who better to represent your brand than a satisfied customer? Creators who value your product and what makes it unique already know what to make you look like a million bucks.
Finally, look for creators who reflect your brand’s voice and values. Ambassadors should embody what your brand stands for and the audience you want to attract. Good ambassadors know how to speak to your target customers because they are your target audience.
How to Find Your Brand Ambassadors on TikTok
Now that you know what to look for in a TikTok ambassador, let’s talk about how to find them. Here are four ways to streamline your TikTok ambassador search:
Look at TikTokers Already @Tagging Your Account Consider creators who have already @tagged your account. These creators are already interested in your brand and might make great brand ambassadors. Additionally, consider the potential ambassadors currently using your brand’s TikTok hashtag (granted you have one). These creators want you to see their content and that’s a good sign! This means they’ll be more likely to collab with you.
Explore Your Follower List for Eager Ambassador Candidates Check out your follower list for creators who are already following your account. These creators are already interested in your brand, making them great ambassador candidates. Look for established influencers by looking for the following details of their account:
• Do they have a business email or an email button?
• Do they have some variation of “DM to collab” in their bio?
• Do you see reviews, unboxings, and branded content in their video previews?
Invite Creators to Apply to Your Ambassador Program Consider how you can empower creators to come to you rather than doing the digging yourself. Make it loud and clear that you’re looking for TikTok brand ambassadors. A few ways to get the word out:
• Make an announcement invitation video via TikTok.
• Promote your program in your TikTok bio.
• Promote your brand ambassador program on your website.
Connect with Creators Through Third-Party Tools If you're struggling with outreach or just don't have the time for all of the above, consider that there are third-party tools that can help you find TikTok brand ambassadors without nearly as much digging. For example, you might look into:
Browsing the TikTok Creator Marketplace. The TCM lets you search TikTok's network of "official" creators to collab with. Note: this platform is meant for influencer campaigns versus ambassador programs.
Accessing an influencer database. These tools offer access to thousands of influencers that could serve as brand ambassadors. The catch? Most databases require you to do the legwork when vetting influencers and conducting outreach. Database access isn't cheap, either.
Matchmaking with an influencer platform. If you want to get posts from creators ASAP, a full-service platform (like Statusphere!) can take care of the heavy lifting.
For example, our platform matches brands with relevant influencers which means our partners don't have to lift a finger.
What's the Best Way to Contact Brand Ambassadors on TikTok? Let's say you've assembled an awesome list of ambassador candidates. Nice. Now what?
Time to make contact! Most creators put their contact information front and center in their TikTok bios. Different influencers prefer to manage communication about collabs in different ways.
Our biggest tip, though? Reach out to ambassadors through their preferred contact method. This is almost always going to be via email or DM.
As a refresher, here's our recommended order of operations for sending TikTok outreach messages:
TikTok DM (Direct Message). Ideally, you can keep contact on-platform by sending a DM. Direct messages have the benefit of being short and to the point.
Email. If the creator only has an email address in their bio, consider it fair game for outreach. Just make sure to personalize your pitch!
Contact Form. Some creators have a dedicated contact form on their social landing page (think: Linktree or Carrd). This is another place to find a creator's email address, too.
Comments. "DM for collab" comments are notoriously spammy. That said, comments might be your only on-platform option if you aren't mutuals with your ambassador candidate. Like every other form of TikTok outreach, you can improve your odds of positive response if you personalize your comment.
Instagram DMs. If you have no other point of contact, see if the creator is active on Instagram. Contacting an influencer about a TikTok collab on Instagram can be jarring. As a result, be clear that you're interested in working together on TikTok.
Sample Outreach Template for Contacting Brand Ambassadors on TikTok Despite the energy that goes into setting up a TikTok influencer collaboration, you only have a few seconds to make your first impression. Your message needs to count!
As a rule of thumb, messages to brand ambassadors should be:
• Short and sweet (~100 words or so)
• Straightforward about what you want (think: inviting the creator to collab)
• Concluded with a call-to-action (hint: provide clear next steps)
Below is an example of a TikTok outreach template you can send via email or DM. Note that if you are using DMs, you don't need to worry about a subject line.
Subject line: [Your name] x [Brand name] collab? 🤝
Dear [Influencer name],
I hope this email finds you well. My name is [Your name], and I represent [Brand name]. I came across your recent TikToks, and I must say, your content is truly amazing. The effort and creativity you put into your [topic] videos caught our attention.
We are in search of talented creators like you to join our brand ambassador team. Your [insert what you saw on their feed that aligns with your company's values] is in line with the values we uphold, and we believe it would resonate with [Brand name]'s audience.
As a brand ambassador, you will have the opportunity to partner with us and work towards [insert summary of your ambassador program goals]. In return, we would love to offer you [insert your program's value proposition here].
If this opportunity interests you, please don't hesitate to reach out to us. We would love to discuss our program's perks in detail and answer any questions you might have. Please feel free to send me a DM or email me at [insert email address].
Thank you for your time, and we hope to hear from you soon.
[Insert name here]
Attend TikTok Events
Another great way to find potential brand ambassadors for your brand is to attend TikTok events. The app has become so popular that it is now hosting events such as creator meet-ups, influencer networking events, and more.
Attending these events gives you the opportunity to meet creators in person and learn more about their content and audience. You can also get a sense of how they interact with their followers and see if they would be a good fit for your brand's voice and values.
If you are unable to attend events in person, you can also look for virtual events and webinars that are hosted by TikTok. These events can provide valuable insights into the world of TikTok creators and how to work with them.
Use Paid Promotion to Find TikTok Ambassadors
While organic search and outreach can be effective in finding TikTok ambassadors, it may also be worthwhile to invest in paid promotion. TikTok has a robust advertising platform that allows you to target specific audiences and demographics.
By using TikTok's advertising platform, you can target creators who are already following your brand, as well as new creators who may be interested in becoming brand ambassadors. You can also use the platform to promote your ambassador program and attract creators who may not have heard of your brand before.
Paid promotion can be a cost-effective way to find brand ambassadors on TikTok, as you only pay for the ad impressions and clicks that you receive. It can also help you to reach a larger audience and attract a diverse group of creators to your brand ambassador program.
Finding the right brand ambassadors for your TikTok campaign can be a challenge, but it is a crucial step in building an effective influencer marketing strategy. By using the tips and strategies outlined in this article, you can find creators who embody your brand's voice and values and who can help you reach a wider audience on TikTok.
Remember to take your time and do your research, and always prioritize quality over quantity when it comes to selecting brand ambassadors. With the right approach, you can build a successful TikTok campaign that resonates with your audience and helps you achieve your marketing goals.
If you’re interested in learning more about influencer marketing and how Smartfluence can help you establish and scale your influencer marketing campaigns, feel free to book a demo here.