In the wave of globalization, going global has become an important strategy for brand development. Among the many marketing channels, TikTok, with its unique platform features and massive young user base, has become the new favorite for brands expanding overseas.

However, faced with fierce market competition, how can brands stand out on this platform?

The answer may lie with TikTok's mid-tier influencers.

Precise Reach and High Engagement Rate

The primary reason for choosing to collaborate with mid-tier influencers is their precise influence and high engagement rate.

Although these influencers have fewer followers than top-tier celebrities, their fan base is usually more active and loyal. Their interactions with fans are more frequent, which means brand messages can be delivered more effectively to the target audience.

For example, Chinese furniture brand Sweet Furniture collaborated with mid-tier influencers to showcase the actual usage of their products, resonating with viewers.

This cooperation strategy reflects deep insight into the target audience and precise brand positioning, while also expanding the brand’s influence and audience, allowing more consumers to learn about the brand’s products.

Ultimately, Sweet Furniture stood out in the US TikTok e-commerce market with a unique differentiation strategy, achieving sales of over 100 million in less than half a year.

Authenticity and Affinity of Content

Compared to top-tier influencers, mid-tier influencers’ content is more authentic and down-to-earth. Their frequent interactions with fans help build brand trust.

Take Gymshark as an example. This fitness apparel brand collaborated with mid-tier influencers in the fitness field, successfully boosting its popularity on TikTok.

Gymshark encourages these influencers to share their daily fitness routines and real experiences using Gymshark products. This authentic content creation not only avoids overly commercialized promotion but also strengthens the emotional connection between the brand and consumers, sparking users’ interest and engagement with the brand.

Another example is beauty brand e.l.f. Cosmetics, which collaborated with mid-tier influencers in the beauty field to launch the #EyesAsBigAsElf challenge on TikTok, encouraging users to create and share their own eye makeup tutorials.

This campaign not only increased brand exposure but also promoted interaction between users and the brand, enhancing brand engagement and loyalty.

Diversified Content Formats and Localization Strategies

The flexibility of mid-tier influencers in content creation provides brands with diversified marketing formats. They can create content tailored to the brand’s needs and the characteristics of the target market, in line with local culture and aesthetics.

For example, a beverage brand wishing to promote in the Southeast Asian market can collaborate with local mid-tier influencers to create a series of short videos incorporating local cultural elements to attract local users’ attention.

Such localization strategies not only enhance the brand’s affinity but also allow consumers to feel the brand’s respect and understanding of local culture.

Long-term Cooperation and Building Brand Trust

Long-term cooperation with mid-tier influencers not only increases brand exposure in the target market but also strengthens the trust relationship between the brand and consumers.

Through continuous brand integration and interaction, brands can establish a long-term positive image in consumers’ minds. This long-term trust relationship is crucial for improving brand loyalty and user lifetime value.

For example, sports brand Nike has established long-term partnerships with multiple mid-tier influencers, continuously launching various challenges and activities, successfully shaping the brand’s energetic image and building deep trust among young consumers.

Conclusion

In this international market full of opportunities and challenges, brands need not only exposure but also depth and quality. TikTok’s mid-tier influencers are precisely the partners who can provide this depth and quality. Although their influence is not as great as top-tier celebrities, their precision, authenticity, and affinity can bring brands more lasting and profound impact.

So, if your brand is considering going global, choosing to collaborate with TikTok’s mid-tier influencers is undoubtedly a wise choice.

Source: TuKe Going Global