Launched in 2016, TikTok has become the fastest growing social media app on the internet, with over 3 billion installations globally. In addition, it was the most downloaded and highest-grossing non-game application, with approximately 383 million first-time installs in the first half of 2021.
Inspired by the short video format in TikTok, other popular apps like YouTube, Instagram and Snapchat have integrated similar features like YouTube Shorts and Instagram Reels to capture the growing audience. However, with the worldwide consumer spending on the app projected to reach $133 billion in 2021, there’s no doubt that TikTok reigns supreme over social media apps.
The Rise Of Influencer Culture
Image source: https://www.pexels.com/photo/
The rise of influencers ushers in a new wave of marketing practice as social media platforms continue to grow and become the primary source of entertainment.
plays a significant role in the purchasing decisions of individuals online. Gone are the days when you’d have to be a celebrity, or related to one, to gain internet popularity overnight. Now, anyone who has a strong following and active engagement from a particular niche can gain the attention of millions of people online.
An influencer needs to build their reputation online through immense knowledge and expertise regarding a particular topic and engage their audience through posts. Therefore, it’s no surprise that brands have started to collaborate with such influencers to promote their content in the hopes of creating new trends and attracting more customers.
Usually, brands select the influencers that complement their services well. As a result, you won’t find any essay help service collaborating with a beauty or fashion influencer with no connection to that particular niche.
7 Reasons Why Brands Are Choosing TikTok For Influencer Marketing
Image source: https://www.pexels.com/photo/
The young audience has migrated from Facebook and Twitter to TikTok and dominates the social media with unique content. With the massive shift in entertainment that the 21st century has brought about, brands have no option but to hop onto TikTok if they wish to captivate the crowd with the most purchasing power.
1. Easy to jump on the challenge video trends
Influencers have significant power over creating new trends that can go viral and bring fantastic exposure to a brand. So, businesses usually collaborate with popular influencers on the platform to help them promote their goods and services.
The results are always impressive. For example, when Guess partnered with influencers to create the #InMyDenim challenge, they saw more than 5000 user-generated videos, 10.5 million views and a 14.3% engagement rate. This led to an increase of 12,000 followers on Guess’ TikTok account and a significant rise in sales.
2. Originality is the key
The current generation might not have the best attention span to stick to one trend for longer than a month or two. However, the internet has an everlasting memory, and they’ll be pretty quick to point out any similarities if brands try to copy off an already popular trend. Hence, businesses need to find TikTok influencers well-known in the community for their creativity.
For example, the Plank Challenge on TikTok was the perfect opportunity for businesses in the fitness industry to get in touch with influencers and ride on the trend. The goal of this challenge was to perform various plank tricks in 15 to 30 seconds. The duration was short enough to be fun and stroke the competitive spirit in people. In fact, you’d be surprised by the increase in gym subscriptions right after the challenge took over TikTok.
3. Going viral on TikTok is relatively easier
When you think of overnight popularity on social media, TikTok would be the first option that crosses your mind. This is because, unlike other platforms, you don’t have to spend your blood, sweat and tears trying to defeat the algorithm.
Since an influencer focuses on a specific niche and has a good, dedicated following already, it becomes easier to reach the target audience that the brand aims for. Moreover, the influencer would have a thorough understanding of how to fit in the brand’s products and services within the video without making it outright promotional.
4. Easier to build authentic connections with the audience
Influencers become popular because they can form genuine connections with their audience through their content. When people feel more connected to someone, they’re more likely to take their advice and follow their lead.
For this reason, brands prefer to collaborate with TikTok influencers so that they can introduce your brand to their audience and vouch for your services. Thus, the audience feels more reassured about your brand and wants to know more about what you have to offer.
5. Raw, authentic content keeps people engaged
In a way, TikTok is on the diametrically opposite pole from Instagram. While the latter focuses on creating an aesthetic space that lacks the rawness of real life, TikTok believes in delivering authentic content to the viewers.
As a result, the videos you’ll find on this app are a far cry from the polished Reels you’ll find on Instagram. But that is the appeal of TikTok that has made it an immense success for the audience that wishes for real content.
Hence, brands can leverage influencers to engage the target audience into open conversations about their products and answer their queries. The unique marriage of entertainment and advertisement is the key to keeping the audience engaged with the content.
6. Algorithm works in favour of the creators
Unlike Instagram and Twitter, TikTok’s algorithm favours the creators. The app automatically checks which videos people have seen and recommends similar ones without letting the number of followers act as a barrier. Thus, this creator-friendly algorithm is a powerful tool that brands can use when teaming up with an influencer.
For example, if you’re trying to promote your essay typer service, you’d team up with an influencer in the educational field. Now, this influencer’s audience is most likely to be students. So, once the video trends on the app, you can reach people who don’t follow the influencer but come across the video thanks to its trending under educational content.
7. A more economical option than hiring celebrities
Companies generally prefer to hire TikTok influencers due to the affordability and ability to reach a broader audience in a shorter time. However, when deciding on which influencer to partner with, brands have to keep in mind the creator’s capability to create unique content, the engagement rate on their videos, and the compatibility with trending TikTok style.
Summing it up,
Companies have recognised the power of TikTok to increase brand awareness and sales with the help of catchy videos. Teamed with popular influencers on the social media app, brands have the opportunity to reach a wider audience within their niche. Sooner or later, all brands will jump on the bandwagon and get a slice of the TikTok fame, so it’s best not to delay the inevitable.
Clara smith is an academic providing educational guidance to students worldwide at MyEssayhelp.co.uk. Clara has completed her PhD from a reputed university in the UK and plans to dive into research soon.