TikTok marketing is the practice of using TikTok to promote a brand, product, or service. With an advertising reach of over 1.59 billion users, the platform has grown well beyond entertainment. Today, features like TikTok Shop and TikTok Search make it a powerful engine for product discovery and social commerce.

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TikTok influencer marketing involves businesses partnering with creators to promote their brand.

Typically, brands and influencers agree on a partnership where payment or perks are exchanged for TikTok content. For example, a kitchen brand might pay a foodie influencer to post a TikTok promoting their blender.

Sometimes influencer marketing can be subtle, blending seamlessly into a creator’s video through casual product placement, like in the example below:

Influencer marketing is everywhere on TikTok, from Bretman Rock promoting hair products to Emily Mariko selling her own tote bags. But don’t let its popularity fool you: finding the right creator for your brand takes a solid influencer strategy and understanding of your audience.

There’s also a performance-based route. TikTok affiliate marketing runs through TikTok Shop, where brands list products in the affiliate marketplace and creators earn a commission on every sale they drive. Because each sale is attributed to a specific creator and video, results are fully trackable, which makes it easier to tie creator spend to revenue rather than reach alone.

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