In-feed video
The classic vertical video on the creator's profile, usually 15 to 60 seconds long. The basis of almost every campaign and the source material for Spark Ads.
Platform: TikTok
TikTok influencer marketingwith videos that look like TikTok.
TikTok distributes videos by interest, not just to followers. That is why a well-made video by a small creator can travel far beyond their community. We connect your brand with creators who speak the platform's language, and we handle Spark Ads, rights and disclosure.
How TikTok works for brands
On TikTok, it is mainly the content that decides how many people see a video. The “For You” feed shows videos that match the user's behaviour, even if they do not follow the creator. For brands, this means that a creator's follower count is a weaker indicator of reach on TikTok than on other platforms.
Successful brand videos on TikTok feel like the creator's normal content. Glossy commercials stand out among personal videos and are quickly swiped away. That is why we give creators a clear briefing with key messages and mandatory information, but leave the execution to them in their own style.
The formats on TikTok
Spark Ads
An existing creator video is delivered as an ad and stays linked to the creator's profile, likes and comments. The creator releases an authorisation code for this.
Trend video
A current sound, editing idea or challenge is picked up with your product. Feels very native to the platform, but requires fast approvals, because trends are often over after a few days.
Duet and Stitch
The creator reacts to another video, for example a post by your brand. Good for product comparisons and responses to questions from the community.
TikTok LIVE
A live broadcast in which the creator shows a product and answers questions from the chat. Suited to product launches and promotions with a time-limited discount.
What does a TikTok influencer cost in 2026?
Market prices in Germany according to an analysis by Business Punk from April 2026, based on campaign data from 2024 to 2026.
| Video from a creator with 10,000 to 50,000 followers | €200 to €800 |
| Video from a creator with 10,000 to 50,000 followers, including the right to use it for Spark Ads | €400 to €1,200 |
| Usage rights for ads in general | surcharge of 20 to 50% (Influee, March 2026) |
| Exclusivity for 30 days | surcharge of 25 to 50% (Influee, March 2026) |
Fees are net, excluding the agency fee and the ad budget for delivery. We state the fee for each creator in the quote.
The first seconds decide
On TikTok, users swipe on within fractions of a second. A brand video therefore needs a clear structure. This is how we brief creators.
- 01
Hook at the start
The first one to two seconds must give a reason to stay: a question, a surprising image, a problem the viewer recognises.
- 02
Product in use
The product is shown while it is being used, rather than in a list of features.
- 03
One key message
One video carries one message. Trying to fit in five benefits loses the viewers.
- 04
Clear ending
At the end comes what the viewer should do, for example open the link in the profile or use a discount code.
Spark Ads: extending reach in a targeted way
With Spark Ads, you use TikTok Ads Manager to deliver a video that has already been published on a creator's profile as an ad. Interactions with the ad count towards the original video, and users who tap the profile land on the creator's channel. You set the audience, region and budget yourself.
For this to work, the creator generates an authorisation code with a fixed validity period in the app. We record the period and the fee for it in the contract. If you plan Spark Ads from the start, we test several creator videos with a small budget and boost the ones that perform best.
Suitable creators from our network
Our curated network consists mainly of nano and micro creators. These focus areas are represented on TikTok.
Lifestyle
Everyday videos in which products appear naturally. Suited to consumer goods, drinks and fashion.
Beauty
Short application videos, routines and honest first impressions. Suited to cosmetics and personal care.
Gaming and streaming
Clips from streams and videos about games. Suited to games, hardware, accessories and snacks.
Cosplay and geek culture
Transformations, costume making and conventions. Suited to anime, films, merchandise and events.
Disclosure on TikTok
Paid videos need a clear label such as “Werbung” (advertisement) or “Anzeige” (ad) that is visible from the start. TikTok also offers a branded content toggle that marks the video as a paid partnership. We recommend both and check every video before it is published.
FAQ
Frequently asked questions
What does a TikTok video with an influencer cost?
According to an analysis by Business Punk from April 2026, a video from creators with 10,000 to 50,000 followers in Germany costs €200 to €800. Including the right to deliver the video as a Spark Ad, fees are €400 to €1,200. The agency fee and ad budget come on top.
What are Spark Ads on TikTok?
Spark Ads are ads that deliver a creator video that has already been published, in the creator's name. Likes and comments stay with the original video. The creator releases an authorisation code with a fixed validity period, and the brand controls audience and budget.
Do I need creators with lots of followers on TikTok?
Not necessarily. TikTok shows videos by interest, so videos from small creators can also achieve high reach. A strong opening and content that suits the creator's community matter more.
Why are the first seconds of a TikTok video so important?
Users decide very quickly whether to keep watching or swipe. A video that gives no reason to stay in the first one to two seconds is hardly delivered any further. That is why every one of our briefings includes a clear hook at the start.
Can a brand jump on TikTok trends?
Yes, if approvals are fast. Many trends are over within a few days, so we agree short approval routes for trend videos. If a trend does not suit the brand, we leave it out.
How is advertising labelled on TikTok?
Paid videos need a label that is visible from the start, such as “Werbung” or “Anzeige”. TikTok's branded content toggle is a useful addition. This is general information, not legal advice.
Which creators does FNLY Agency place on TikTok?
Our curated network consists mainly of nano and micro creators focusing on lifestyle, beauty, gaming and cosplay. You can see which of them are active on TikTok on our creators page.
TikTok
Plan a TikTok campaign
Describe your product and goal. We will propose creators, video ideas and, where it makes sense, a Spark Ads budget.