TikTok is "the it" social media network of the moment. One important group of people that TikTok has caught the attention of is influencers. An influencer is someone on social media who is an expert in and shares knowledge on a specific topic(s). Partnering with influencers has become a new form of advertising because it’s a great way to bring awareness to your brand and entice shoppers to purchase your product.
Influencers are trendsetters and have a voice people want to listen to. Now, you might be thinking, “how will influencers on TikTok be beneficial to a fresh produce brand?” Well, you’re about to find out!
Working with Influencers on TikTok
TikTok is a great platform for sharing anything from DIY hacks to fashion & beauty tips. But more importantly for us, it’s a great platform to share recipe inspiration. Food influencers will share anything from food hacks to cooking tutorials to recipe ideas, and even gadgets they love to use in the kitchen.
Here's what we recommend you do next:
Step 1: Familiarize yourself with TikTok
TikTok is a video-sharing app with a strong focus on localized content. It also sends personalized recommendations to all of its users, which keeps them up-to-date on the latest trends and ensures they never run out of inspiration. Understanding how TikTok works will help you to communicate with your influencers more effectively. As video content continues to be a growing trend, it is crucial for your brand to capitalize on this opportunity.
Step 2: Familiarize yourself with foodie influencers
The influencer industry continues to grow and it can be challenging to find the right influencers for your brand. While every brand has a different vision of what type of influencers they want to work with, I have included some examples of food influencers on TikTok that our fresh produce brands have worked with in the past.
In addition to these two influencers, I have also included links to the accounts of a wider variety of TikTok food influencers who differ in age and content focus.
- Anahi Perez: @anahifamilymeals
- Christine Pay: @eatpayylove
- Danielle Brown: @healthygirlkitchen
- Yumna Jawad: @feelgoodfoodie
It is important to set aside some time and do some thorough research on the different food influencers on TikTok. Just go to the search bar and type in keywords such as “food influencer,” “food blogger,” or “recipe inspiration.” Feel free to search keywords that align with your brand’s goals. Doing this research ahead of time will help you in the long run.
Step 3: Decide what kind of content you want to share
The next step is to decide what kind of content you want an influencer to share on their platform. Are you looking for an influencer to share recipes that incorporate your product? Do you want your product to be promoted as a snack, on-the-go bite, or even as a post-workout snack?
The type of content you want to promote is essential when it comes to finding the right influencer for your brand. For instance, if you want an influencer to just share recipe inspiration, food hacks, snack ideas, or anything along those lines, the best influencer to partner with would be a food influencer. On the other hand, if you are looking to incorporate your brand’s product into someone’s everyday lifestyle, not just recipe inspiration, it would be best to partner with a lifestyle influencer. A lifestyle influencer is someone who shares anything from workout routines to recipe inspiration to clothing hauls.
Step 4: Determine your brand’s goals for the partnership
There are a few things to consider before you start reaching out to potential influencers for your brand:
- Budget - Partnering with influencers can be expensive depending on certain parameters, so you need to know how much you can spend before you start reaching out to them about pricing. In addition, the number of influencers you choose to partner with will directly affect the budget.
- Point of View (POV) - With so many influencers available to choose from, narrow it down by focusing on target audiences that you are both trying to reach. Whether Millennial moms or college-aged young adults are your target audience, make sure your influencer vetting process takes this into consideration.
- Goals - Determine how you will measure success when you partner with an influencer. Are you concerned with impressions, reach, or gaining new followers? Determine what success looks like after the marketing activity is complete and when speaking with the influencer, make sure that you are in alignment.
Step 5: Make the connection and close the deal!
You are officially ready to start connecting with influencers. When possible, it is always better to reach out to influencers via email. In the case where they don’t have an email, the next best step is to direct message them on social media.
If you would like more assistance when it comes to finding the right TikTok influencers for your fresh produce brand, check out our Influencer Strategy & Plan Essential Services Page. We will share our expertise with you and your team to help formulate an influencer strategy that will help save you time and maximize results.