TikTok is a social media marketing machine, with TikTok influencers reaching millions of users with a single post. As of January 2023, the app had over 1 billion active monthly users. TikTok influencers are the easiest way to reach a target audience. Many marketing professionals have quickly realized the value of TikTok influencers. TikTok’s algorithm customizes users’ “For You Page” to their interests. As a result, they are presented with content that they are most likely to interact with. Therefore, if a brand partners with a group of influencers in similar niches, the brand will repeatedly interact with audiences of similar interests who are likely to buy from the brand.

Alix Earle

Most recently, app users have become infatuated with TikTok influencer Alix Earle, a 22-year-old college student. With a big sister-like presence, users quickly fell in love with Earle. Earle is a great example of the value of TikTok influencer marketing. Since early December, Earle has gained over 3 million followers. Some of her most viewed videos have over 20 million views. Her “GRWM” (get ready with me) videos are the most influential. As a result, she has caused numerous stores to sell out of products such as white eyeliner, a staple of her makeup routine.

White Fox is a boutique that partners with many TikTok influencers, and quickly saw Earle’s value as a TikTok Influencer. Most commonly, she will create a video, such as a “haul”, and add her discount code to the caption. Many fans have wondered what Earle makes off of a single post. Creator Jessica Liliann (@jessica_liliann) works in influencer marketing and estimates that Earle can make between $40,000 and $70,000 off a single TikTok post.

The Value of a TikTok

While this may seem like an outrageous cost, when broken down, the reach is well worth the price tag. On one of her paid partnership posts with White Fox, Earle got 3.8 million views. If White Fox were to pay Earle on the high end of Jessica Liliann’s estimate of $70,000 per post, White Fox would pay just under $0.02 per person reached.

In April 2022, DataReportal surveyed TikTok users over the age of 18 and found that 72.7% of TikTok users who responded were between the ages of 18 and 35. According to Statista, in 2021 Millennials had an average disposable income of $84,563 and Generation Z had an average disposable income of $42,335. In the case of Earle and White Fox, the TikTok algorithm works to reach users in these age groups that are likely to spend their disposable income on White Fox products.

TikTok influencers are an incredible tool that those working in communications and marketing must take advantage of. The reach of influencers on TikTok is far superior to ads on Google or commercials and more cost-effective. Influencer marketing on TikTok is something that should be integrated into all marketing plans. The value of TikTok influencers is undeniable, as proven by the rise and success of Alix Earle.