Top TikTok Shop Influencers Driving Sales + How to Work With Them

In September 2023, TikTok had everybody from CNN to social media entrepreneurs speaking about its new providing: the TikTok Store. The eCommerce function lets TikTok enterprise accounts set their storefronts on the app, so customers can purchase merchandise instantly with out leaving the app.

Apart from bringing a brand new alternative into the world of TikTok Procuring, this function additionally carved a sub-category of influencers, TikTok Store influencers. These are creators who collaborate with TikTok Store companies to advertise their merchandise.

Whereas some current TikTok influencers began collaborating with manufacturers on TikTok Store, others created a selected area of interest for themselves on this house, serving to TikTok customers discover the perfect Store merchandise in each class, from vogue to tech devices. We talk about a couple of of those TikTok Store influencers in our information and supply finest practices for working with them.

TikTok Store Influencers Are Altering the Sport for Social Commerce

TikTok Store influencers are creators who particularly or predominantly work with Store companies on TikTok. Not like common TikTok influencers that work with known-name manufacturers, TikTok Store influencers are the primary line of promotion for a model that is simply establishing its store on the app. These manufacturers are often small or homegrown, give or take a couple of.

The TikTok Store market has grown lots in nearly a yr. Actually, it accounted for over 68% of social purchasing gross merchandise worth (GMV) amongst all social media platforms (minus Fb Market) with purchasing options in February 2024.

So, there’s numerous potential for influencer advertising and marketing to develop on this vertical. TikTok Store influencers do just about the identical form of work as common influencers, akin to:

• Creating promotional or sponsored content material
• Operating product giveaways on TikTok in partnership with a model
• Evaluations and unboxing movies

Do not mistake the comparatively smaller scope of TikTok Store (in comparison with the platform as a complete) for the smaller follower measurement of Store influencers. These influencers additionally fall in the identical classes as different influencers, akin to nano, micro, macro, and mega-influencers. 

Prime TikTok Store Influencers in 2024

TikTok Store has all kinds of shops, from magnificence and cosmetics to vogue and equipment, electronics and devices to residence decor and home equipment. Nonetheless, it is perhaps laborious to search out Store influencers in some industries.

For instance, folks aren’t very trusting of electronics and devices offered by a small tech enterprise. They’d quite purchase from a trusted model. However that is to not say there are not any influencers in such industries. There are a couple of, however they’re simply more durable to come back by.

Having mentioned that, listed here are among the high TikTok Store influencers in 2024.

Melissa Murdick 

Area of interest: Make-up and skincare

Melissa Murdick (@itsmakeupbymelissam) is a make-up influencer on TikTok with over 1,000,000 followers. She would not solely work with TikTok Store manufacturers since she has a considerable following that enables her to work with bigger companies.

Melissa focuses on magnificence and make-up merchandise, creating tutorials, doing opinions, and displaying new merchandise in her TikTik movies. She has additionally created playlists, akin to month-to-month favs and eye make-up. Right here, yow will discover the merchandise she has promoted for a large number of magnificence and make-up manufacturers.

For instance, here is a video she has created for Bioderma USA, displaying their foaming gel in motion. 

@itsmakeupbymelissam These kind of merchandise are in fact not model new… however they’re positively a product development proper now! Should you like a ‘one and carried out’ approach–you’ll love these one-step cleaners @BIODERMA USA #skincareroutine #tiktokshop #bioderma #makeupremover ♬ unique sound – Melissa Murdick

Since she’s additionally a make-up artist, her followers belief her suggestions. On high of that, her participating content material supply makes her a superb choose for make-up manufacturers. The video she created for Bioderma has 62 feedback and 180 saves, which signifies respectable engagement.

Briana Merriweather

Area of interest: Magnificence and way of life

Briana Merriweather (@bemerri2) is a magnificence and way of life micro-influencer who shares her product suggestions for pores and skin, hair, and physique care. She steadily shares TikTok Store merchandise, akin to Mary Ruth’s hair progress serum.

@bemerri2 I’ll by no means cease taking this complement! @MaryRuth’s #hairgrowth #hairgrowthtips #hairgrowthsolution #fyp #viralproducts #tiktokshopbacktoschool ♬ unique sound – BRI 💕

Being a black creator, nearly all of her following contains black girls on the lookout for magnificence suggestions from a fellow black lady. She responds to feedback actively, offering ideas and answering inquiries to her followers.

This degree of interplay and trust-building makes her an excellent candidate for magnificence manufacturers concentrating on black girls.

Lupe Torres

Area of interest: Make-up

Lupe Torres (@g.torres_makeup) is a extremely fashionable magnificence influencer with over 660k followers on TikTok. She is thought for creating tutorials, notably for eye make-up appears to be like.

She promotes make-up merchandise from a spread of manufacturers, from high-end to drugstore, making her content material accessible to a large viewers. Plus, she has labored with a ton of TikTok Store manufacturers, not restricted to make-up.

For instance, she shared a promo code for Simply 4 Kira, a contact lens model, together with her viewers. Because the product falls into her area of make-up, her followers have been appreciative of the code in her remark part.

@g.torres_makeup @Just4kira ♬ FRESITA – Fuerza Regida & Bellakath

Lupe’s enchantment is her distinct fashion of make-up, which isn’t excessive however continues to be sultry sufficient to warrant a double-take. Her tutorial movies are simple to comply with, making them splendid for make-up fans of all ranges. 

Maddie Costantino

Area of interest: Trend and wellness

Maddie Costantino (@maddieconstantino) is a small micro-influencer who shares a variety of content material, from day by day vlogs to wellness ideas, recipes, magnificence and skincare suggestions. Her account is sort of a visible diary of her (very aesthetic) life.

Since she’s younger, she’s relatable to Gen Z and millennial girls; the teams make up probably the most of her viewers. To maintain them engaged, she additionally partakes in TikTok tendencies and makes use of fashionable sounds in her movies.

She would not solely use TikTok movies. Moderately, she makes use of carousel posts to their full potential by posting about a number of manufacturers after which including her hyperlinks to the Hoo.be web page in her bio. She usually mentions TikTok Store manufacturers in these slideshows, too.

Supply: tiktok.com

Since she’s a small influencer with an engaged following, she’s an appropriate choose for TikTok Store manufacturers that wish to attain their audiences with out spending an excessive amount of cash. In any case, increasingly manufacturers are leaning towards smaller influencers. Our Influencer Advertising Benchmark Report confirms this.

Influencer preferences amongst manufacturers

Emma Jordyn

Area of interest: All issues ladies associated

Emma Jordyn (@emma__jordyn) is a TikTok influencer with over 400k followers. In line with her bio, her account is ”for the women.” So, yow will discover every little thing girl-related there, from romantic recommendation and wonder tricks to wellness plans and story instances.

Emma additionally makes useful tutorials on how one can be extra assured or get a glow up. As a result of common curiosity in these subjects, her movies get tens of millions of views, making her an excellent influencer for manufacturers to collaborate with.

TikTok Store companies work together with her to market their merchandise to younger ladies, notably these nonetheless in class or school. She makes PR haul movies commonly, which embrace packages from TikTok Retailers, too. For instance, on this haul, she shares merchandise from identified manufacturers and smaller outlets.

@emma__jordyn HUGE PR HAUL! 🤭 thank u to all my superb girly and for 370K! I luv u all! #unboxing #prunboxing #unboxinghaul #prhaul #contentcreator #influencer #unboxingvideo #backtoschoolhaul #prpackage #haul #prunboxinghaul #unboxwithme #makeuphaul #clothinghaul #skincarehaul #haultok #beautyhaul #unboxinghauls #hauls #influencertips #influencerpr #overcomsumption #pr #trending #viral #well-known #make-up #skincare #vogue #blowthisup #prunboxingvideos #preppy #haultok #fyp #foryoupage #foryou #grwm #getreadywithme #hair #bighaul #hugehaul #massivehaul #purchasing #backtoschoolshopping @PINK PALM PUFF @Drunk Elephant @Charlotte Tilbury @Glow Recipe @Katie Fang @Certainly Labs @e.l.f. Cosmetics @GRWM @Unique Beautyblender @dormify @Kulfi Magnificence ♬ unique sound – ☆ emmajordyn ☆

Emma’s energetic character and relatable content material are the rationale for her recognition. Because the TikTok algorithm additionally favors story instances and advice-related content material, she often will get extra views than her follower rely.

Ashlyn Ross

Area of interest: Motherhood

Ashlyn Ross (@ashlynhope.ross) creates motherhood and lifestyle-related content material for her 313k followers on TikTok. Not solely does she collaborate with TikTok Retailers, however she additionally has a playlist of all of the outlets she has shared on her account. On the time of writing, the playlist has over 100 movies.

Ashlyn’s content material options her boys, together with their day by day actions and vlogs. She additionally posts motherhood ideas, akin to guiding new mothers on must-have child gadgets and sharing life hacks for busy mothers. Her content material is liked by her followers, and even these with out children can take pleasure in watching her household’s enjoyable adventures.

As a result of nature of her content material, Ashlyn’s TikTok Store suggestions are often baby-related, akin to these studying blocks for teenagers. Since she has children of her personal who she exhibits utilizing the merchandise, folks belief her suggestions.

@ashlynhope.ross Such effectively made toys that may be handed down! #lovevery #tiktokshop #kidstoys #babyregistry #boymom #funnykids ♬ unique sound – Ashlyn Ross- Motherhood

Claudia Walsh

Area of interest: Magnificence and way of life

Claudia Walsh (@iwantcandy77) is a magnificence and way of life TikTok creator with over 1.4 million followers. She creates day in my life, morning routine, cleansing, fitness center, prepare with me, and snack movies. Additionally, she posts fairly a bit about her relationship, akin to her engagement and marriage ceremony planning.

Her viewers is predominantly girls, particularly these of their 20s and 30s. She is not solely a TikTok Store influencer however collaborates with TikTok Store manufacturers on movies. For instance, she partnered with Properly Folks to advertise their lip oils.

@iwantcandy77 My new favourite lip oils 🫧✨🩷👄 Store now on TikTok Store!/Click on the hyperlink in my bio to get your arms on these! #wellpeoplepartner #lipoil #wellpeople #lipcombo #grwm #magnificence #make-up #favoriteproducts #cleanbeauty #plantpowered @Properly Folks ♬ unique sound – Claudia Walsh

Since her viewers is extremely engaged, it is no shock that her followers respect her suggestions and are prone to check out the merchandise she endorses. Claudia’s attraction lies within the nostalgia round her content material since she began her journey on YouTube, the place most individuals found her after which adopted over to TikTok.

Her brother and sister are additionally influencers, so there’s numerous family-related content material that entices viewers into sticking round for extra.

Halley Cunningham

Area of interest: Way of life, tech, and motherhood

Halley Cunningham (@haileycunninghamtn) is a TikTok micro-influencer who shares her TikTok Store finds in just about each class, from residence workplace equipment and attire to everyday-use kitchen devices. Not like most TikTok influencers, she would not focus solely on one area of interest. As an alternative, she combines know-how and way of life content material with motherhood and parenting ideas.

She additionally shares TikTok Store dupes for fashionable merchandise, making her content material not solely fascinating but additionally budget-friendly for her viewers. For instance, here is a video wherein she’s selling a reasonable pair of earbuds which can be additionally glasses-friendly and have raging opinions on the platform.

@haileycunninghamtn Replying to @wvredhead Upgraded X15 Professional Similar Value! #earbuds #earphones #headphones #airpods #music #tiktokshop #tiktokmademebuyit #tiktokshopsummersale #tiktokshopfinds #tiktokshopdeals #tiktokshop ♬ unique sound – Hailey Cunningham

Halley is kind of strategic in how she shares TikTok Store finds. As an alternative of creating a video a few product, she’d make a response video to a query on one in every of her older movies after which subtly introduce a TikTok Store discover as an answer. It is an effective way to advertise merchandise with out making it appear to be a gross sales pitch.

Kalce Alea

Area of interest: Magnificence and wellness

Kalce Alea (@kaicealea) is a nano-influencer on TikTok who shares her on a regular basis routine, recipes, make-up tutorials, and hair care ideas together with her viewers. What units Kalce aside is her method to magnificence and wellness, which focuses on self-love and physique positivity quite than perfection.

She’s additionally very descriptive in the case of explaining what a product does or the way it works. For instance, the video she creates for The Manicurist’s at-home manicure goes in-depth into the steps and outcomes, making it simpler for her viewers to know and replicate.

@kaicealea @Manucurist ♬ unique sound – kaice alea 🌼

Kalce has a really calm vibe, which is obvious in her movies. She’s not afraid to point out herself with out make-up or discuss skincare points, making her content material relatable and genuine. Her viewers loves how open she is with them and sometimes reaches out for ideas on merchandise. 

What Are the Advantages of Working With TikTok Store Influencers?

After you’ve got perfected your TikTok Store setup, the subsequent step as a model is to get the phrase about your presence out to as many individuals as attainable. Happily, influencers will be fairly useful. Here is how.

Elevated Model Consciousness

The primary and most obvious advantage of working with influencers is the model consciousness that comes along with your model being launched to hundreds, if not tens of millions, of individuals. These are individuals who seemingly do not learn about your model but. However as soon as they hear their favourite creator raving about your merchandise, they’re prone to develop an curiosity in what you need to provide.

For small TikTok Retailers which have a tough time kicking off because of competitors and gradual follower progress fee which averages 3% on a month-to-month foundation, working with the appropriate influencers is usually a game-changer.

Focused Advertising

When you discover your audience on social media, you need to discover the appropriate technique to attain them. Influencers will be that route.

Since creators have focused followers, the marketing campaign you run by them will seemingly attain exactly the folks you are making an attempt to promote your merchandise to. That is higher than spending cash on adverts that will or might not hit the goal.

For instance, on the time of writing, Claudia Walsh is planning her marriage ceremony. Due to this, the algorithm makes her content material extra seen to different brides-to-be. At this level, if a bridal store have been to work with Claudia, it might be a focused method.

Boosts Gross sales

eMarketer information exhibits that influencer advertising and marketing has been extra resilient than social advert spending over the previous few years. Meaning you are extra prone to get a greater return on funding (ROI) from influencer advertising and marketing than social media adverts. Additionally, TikTok is the second-most fashionable for influencer advertising and marketing spending, crossing $1,25 billion in 2024.

Influencer advertising and marketing spending

It is sensible. Influencers are already trusted by their followers. Plus, solely these folks comply with them who’re genuinely thinking about their content material. So, when an influencer recommends a services or products, the followers are seemingly to provide it an opportunity.

For a TikTok Store enterprise, this belief interprets to gross sales. So, working with the appropriate influencers might imply a better income.

Facilitates Value-Efficient Advertising

As we have already mentioned, working with influencers allows you to be extra exact and focused in your advertising and marketing efforts. You are not going to be spending cash on adverts that will or might not attain the appropriate viewers.

Plus, you do not have to work with influencers charging tens of hundreds of {dollars} per submit. Nano and micro-influencers have a good engagement fee (3,69% for nano-influencers), which you’ll be able to leverage to succeed in your audience with minimal value.

Let’s not overlook about TikTok Spark Adverts, which you’ll be able to run on natural content material. This fashion, influencer-generated content material serves two functions. It will get posted on the influencer’s account, the place you get credibility and publicity. Then, you should use it to run focused adverts in your desired viewers. 

Find out how to Discover TikTok Store Influencers For Your Campaigns?

Most manufacturers have already got a roster of influencers to whom they attain out because of their constructive previous efficiency. However TikTok Store is comparatively new, so chances are high you do not have a listing of confirmed TikTok influencers up your sleeve. So, how do you discover the appropriate ones in your campaigns?

Use the TikTok Creator Market

The TikTok Creator Market is TikTok’s official platform for connecting manufacturers with TikTok influencers. You should use it to search out influencers in any area of interest attainable. {The marketplace} allows you to seek for influencers by:

• Area
• Subject
• Attain
• Common views
• Viewers area

Supply: creatormarketplace.tiktok.com

You’ll be able to choose the “eCommerce anchor” choice whereas looking for influencers, and {the marketplace} will present you a listing of influencers who’ve already labored on eCommerce campaigns.

Use TikTok’s Search Capabilities

Apart from the Creator Market, you may also use TikTok’s search bar. For instance, seek for trending subjects, and see movies seem on high. Since influencer content material generates numerous traction, you will discover related creators right here.

It’s also possible to search by hashtag. For instance, in the event you’re a clear skincare model, seek for trending TikTok hashtags like #skincare or #cleanbeauty to search out related influencers.

It’s also possible to merely run a seek for key phrases associated to your model. TikTok’s search outcomes present you high posts and accounts. You’ll be able to then click on on the profiles and undergo their movies to see in the event that they align along with your model’s picture.

Use Influencer Advertising Platforms

TikTok’s native options are fairly useful. Nonetheless, they could not present all of the filters and search choices it’s possible you’ll want.

Then again, influencer advertising and marketing platforms are fairly intuitive and feature-rich. In addition they allow you to handle and pay influencers from a single dashboard, saving you a ton of problem. Our information on the high influencer advertising and marketing platforms may also help you select the one in your model.

Work With an Influencer Advertising Company

Constructing a TikTok Store from the bottom up is a time-consuming process. Along with your arms already full, it’s possible you’ll not have the time or assets to handle influencer campaigns. Influencer advertising and marketing companies can take this process off your arms.

Since they understand how the influencer advertising and marketing world works, you possibly can belief their experience and technique to search out the appropriate influencers in your model. They’re going to additionally deal with all negotiations and contracts with influencers. You simply should benefit from the outcomes.

Among the high influencer advertising and marketing companies embrace Viral Nation, MOMENTIQ, Contemporary Content material Society, Moburst, and The Influencer Advertising Manufacturing facility. Whereas all of them have spectacular portfolios, you possibly can base your choices in your budgets and the company’s previous experience in your area of interest. 

Greatest Practices for Working with TikTok Store Influencers

Need to get the utmost ROI out of your TikTok Store influencer campaigns? Listed below are some finest practices that may enable you accomplish this.

Choose the Proper Influencers

If the muse is robust, no matter you construct on high of it will likely be, too. It applies to influencer advertising and marketing as effectively.

Deciding on the appropriate influencers is step one to a profitable marketing campaign. Listed below are some elements to contemplate whereas choosing influencers in your TikTok Store enterprise:

• Relevance: The influencer’s content material ought to be related to your model and audience.
• Engagement Fee: Search for influencers with an engagement fee above 3% to make sure that their followers are actively participating with their content material.
• Authenticity: In as we speak’s age of social media, authenticity is vital. Search for influencers who’ve a real reference to their viewers and do not simply promote any model or product for the sake of cash. It additionally helps to make use of a fraud detection software to verify if an influencer’s followers are actual.
• Earlier Collaborations: Examine if the influencer has labored on related campaigns or collaborations prior to now. If sure, you are golden.
• Viewers Demographics: The influencer’s viewers ought to be just like your audience with respect to age, gender, buying energy, geographical area, and pursuits.

Evaluate Influencer Authenticity

Now we have already touched on this above a bit. It is vital to make sure that the influencers you collaborate with have an genuine following. In different phrases, their followers ought to be actual people who find themselves really within the influencer’s content material and never simply bots or faux accounts.

You should use a fraud detection software to verify this. For instance, NeoReach allows you to purchase credit to make use of their influencer fraud detection software program with no month-to-month dedication.

You must also verify if the influencer engages with their viewers. Examine the remark part underneath their movies to see in the event that they reply to their followers’ feedback and if there’s a real dialog taking place.

Use TikTok Spark Adverts

TikTok Spark adverts are adverts that you simply run on natural content material quite than creatives particularly made for commercial. You should use one in every of your individual movies or one created by an influencer.

Since influencers put numerous thought and energy into creating participating content material, it is seemingly that their movies will carry out effectively as Spark Adverts. When coupled with model consciousness by influencer content material, these adverts can amplify your presence on the platform. If that is an excessive amount of work to do in-house, you possibly can accomplice with a TikTok Sparks adverts company. 

Construct Lengthy-Time period Relationships

Each time you onboard a brand new influencer, you need to undergo a complete means of familiarizing them along with your model and setting expectations. Lengthy-term influencer relationships stop all this additional work.

In addition they present higher outcomes because the viewers already associates the influencer along with your model. Plus, it is cheaper in the long term as you possibly can negotiate higher charges. Our Influencer Advertising Benchmark Report additionally discovered that over 63% of manufacturers choose to work with the identical influencers quite than new ones because the former gives extra worth.

One-off vs repetitive partnerships

Handle Authorized Compliance

The identical compliance guidelines apply to TikTok Store influencer partnerships as the remainder of the platform. Draw written agreements outlining the deliverables and utilization rights of all influencer campaigns.

You must also embrace the cost phrases within the contract. If there are any modifications, replace them commonly. On the influencer’s facet, they need to use hashtags like #advert or #sponsored to make sure transparency with their viewers by disclosing partnerships.

Observe Influencer Marketing campaign Efficiency

Monitor the efficiency of your TikTok Store influencer campaigns utilizing analytics instruments to get a transparent image of how effectively they’re driving gross sales and engagement. Influencer analytics instruments like Modash and Brandwatch enable you pinpoint what you possibly can enhance and what you are already doing finest.

Wrapping Up

With TikTok Store turning into greater and higher, Store influencers might be in excessive demand. If you wish to foster long-term relationships, it is best to begin quickly. You’ll find these influencers by companies, influencer marketplaces, or TikTok itself.

Identical to you’ll with any common influencer, run influencer advertising and marketing campaigns, together with product sponsorships, contests, giveaways, product launches, and sale occasions with these creators. You’ll be able to even embrace them in your TikTok dwell purchasing occasions to spice up viewership and gross sales. Nonetheless, in the event you select to work with TikTok Store influencers, ensure you’re monitoring marketing campaign efficiency and tweaking methods to optimize outcomes.

Concerning the Writer

Author

Nadica Naceva, Head of Content material at Influencer Advertising Hub, is a seasoned author and reviewer with in-depth experience in digital and content material advertising and marketing. Leveraging her in depth expertise in guiding content material creation and strategic course, Nadica brings a important eye and analytical method to reviewing articles and academic items. Her dedication to accuracy, integrity, and innovation with every overview helps IMH develop as a number one supply in influencer advertising and marketing. Her insights are backed by first-party information, guaranteeing content material meets the very best requirements of relevance.