Tik Tok Influencer: Why View Consistency Beats Viral Hits

Kendall Dickieson, Head of Social and Influencer at Graza, breaks down exactly how she sources and vets creators on TikTok without getting fooled by vanity metrics. She warns that TikTok is the hardest platform to evaluate because high follower counts and a few viral pins can mask deeply inconsistent performance. Her fix is simple: look at view count consistency across the full feed, not just the highlights. She also argues that TikTok boxes creators into niches, so any content outside that niche tends to flop, which makes niche alignment a critical signal.

Her primary sourcing tool is TikTok SEO. When Graza needs, say, a grilled pizza recipe video for summer, she searches that exact term, identifies the top creators surfacing in results, and then checks whether they already use Graza organically. A bottle in the background is an immediate green flag that makes outreach easier and more likely to convert.

If you want a repeatable TikTok influencer sourcing process built around search intent rather than follower counts, the full walkthrough is worth your two minutes.