As a TikTok agency, we know that as TikTok continues to dominate the social media landscape, it’s important to understand the different roles users can play on the platform.

This post will explore the distinctions between creators, influencers, and affiliates on TikTok, helping brands and marketers make informed decisions about their TikTok strategies.

There’s a clear distinction between creators, affiliates and influencers on TikTok.

TikTok Creators

Who are TikTok Creators?

TikTok creators are individuals who regularly produce and post content on the platform.

Creators produce content for a brand’s channel rather than posting on their own.

The fees involved with working with creators are typically just for their time, not for their platform, since the content is used for the brand’s channels.

They focus on creating engaging, entertaining, or informative videos that resonate with their audience.

Key Characteristics of Creators:

• Consistent content production
• Focus on creativity and originality
• May have any size following, from small to large

TikTok Influencers

Defining TikTok Influencers

Influencers on TikTok are users who have built a significant following and can impact their audience’s opinions, behaviours, and purchasing decisions.

Influencers create brand-partnership content to distribute on their own channels.

A brand collaborates with an influencer to reach their established audience and sometimes pays a premium price for this partnership.

Traits of TikTok Influencers:

• Large, engaged follower base
• Ability to shape trends and influence opinions
• Often collaborate with brands for sponsored content
• May participate in the Creator Marketplace for brand partnerships

TikTok Affiliates

Understanding TikTok Affiliates

Affiliates on TikTok create UGC content that focuses on driving sales through TikTok Shop and typically operate on a commission-only basis.

Key Aspects of TikTok Affiliates:

• Focus on driving sales and conversions
• Use of trackable links or promo codes
• Participation in TikTok’s Shop Affiliate program
• Typically need at least 1000 followers to qualify

The Overlap and Distinctions

While these roles can overlap, it’s important to note the primary focus of each:

• Creators prioritise content production
• Influencers emphasise audience impact and trend-setting
• Affiliates concentrate on generating sales and commissions

Understanding the differences between creators, influencers, and affiliates on TikTok can help brands tailor their marketing strategies effectively.

By identifying the right collaborators for their goals, brands can maximise their impact on the platform and reach their target audience more efficiently.

---

Looking for help with TikTok?

If you’re confused about getting started or want some help with what you’re doing on TikTok at the moment we have some resources for you!

Give our TikTok Marketing page a read for some more tips and options to help your brand succeed on TikTok.

We cover TikTok Tips, TikTok Ads, TikTok News and the TikTok Trends you should know about.

There are also a number of FREE resources from TikTok themselves. Check out their TikTok Academy, Creator Marketplace and TikTok Creative Center.

Additionally, if you are struggling to convince key stakeholders to invest in TikTok, show them some of these stats. You can thank us later!