How to Pick the Right Creators for Your TikTok Campaign

Finding the right creator on TikTok can be the difference between a campaign that flies, and one that flops. You might think the goal is to partner with someone who has the biggest following possible. But here’s the truth: follower count isn’t everything. In fact, it’s not even the most important thing. If you're a merchant or brand looking to run TikTok creator campaigns that actually lead to engagement, clicks, and conversions, here's what really matters

1. Prioritize engagement over followers

A creator with 10,000followers and consistent 10% engagement is often more valuable than someone with 500,000 followers and little audience interaction.

Look at:

• Number of comments per post
• Comment quality (are they real or just emojis?)
• Likes vs views (a good like-to-view ratio is around 10%)
• Are people tagging friends or asking questions?

Tip: Use tools like TikTok Creator Marketplace or simply scroll through their recent videos to get a feel for their engagement style.

2. Study their past brand work

Before reaching out, spend a few minutes going through the creator's past branded content. Ask yourself:

• Do they actually sell, or just show the product?
• Do their videos feel authentic and unscripted?
• Would their tone work for your brand?

Creators who know how to talk about products in a way that feels like a recommendation (not an ad) are gold.

3. Watch their comment section

A creator’s comment section says a lot about their relationship with their audience.

Look for:

• Questions about products
• Fans asking for links
• General trust or rapport with the creator

This is how you know their audience listens, and potentially buys.

4. Ask for a media kit or case studies

• Audience demographics
• Average reach and views
• Previous campaign results (sometimes anonymised)

If they don’t have this yet, no problem, but you can still ask about past brand collaborations and what results they’ve seen.

5. Find a values match

Beyond numbers, it’s important to find someone whose content aligns with your product and audience. If you sell sustainable home goods, a creator who promotes fast fashion might not be the best fit.

You want to work with someone who:

• Genuinely likes your product
• Understands your tone and values
• Feels like a natural extension of your brand

Feels like a natural extension of your brand

Final Thoughts

The perfect creator isn’t always the loudest, most famous, or most followed. They’re the ones who:

• Spark conversation
• Earn trust
• Drive action

Look for creators with a voice your audience already trusts. Then give them the freedom to bring your product into that story naturally.