TikTok has truly taken the social media world by storm. As the most downloaded app of 2021, TikTok has surpassed over one billion active users on the platform, providing endless centertainment from creators around the world.
Formally recognised as musica.ly, TikTok is a short-form, video sharing social media app. Bought by BtyeDance in 2017, ‘TikTok is the world’s leading destination for short-form mobile videos’ and with their mission to ‘inspire creativity and bring joy’ the app is the seventh most popular social platform in the world.
TikTok is an extremely beneficial social media platform for many businesses and small creators alike and the use of TikTok influencers can be easily implemented into a brand’s social media strategy.
Here we look at the use of influencers on TikTok and how brands can benefit from the ever-growing social networking app.
Influencer Marketing on TikTok
Influencer marketing is an important part of any brands social media strategy, it’s a great way for brands to connect with their target audience and impact any purchasing decisions through an authentic brand voice.
The promotion from social media personalities rather than traditional ads work well, as there is a form of trust between the influencer and their audience. Influencers have taken their time to build their community which provides niche content to their target audience and their opinions are seen to come from an authoritative figure.
This powerful marketing tool has been on the rise since 2016 and is continuing to grow, with the sector valuing at over £12.57 billion globally this year!
Implementing a TikTok influencer strategy is a must for brands in 2022, especially those marketing to a younger audience, as nearly 90% of all TikTok users are younger than 50. Making it the perfect platform for brands seeking the attention of Millennials and Gen Z alike.
TikTok influencers are users who generally have a higher reach than most users and whose content has earned them their own engaged following, though TikTok counts those with over 1,000 followers or more as influencers too.
In 2018, TikTok had just over 16,000 influencers and in the short space of 4 years, this figure has grown by over 198%. With more than 1 billion active users in 2022, over 3 million of those are deemed to be influencers on the app.
Amongst the millions of influencers TikTok has given us, it has also presented us with many new household names with the likes of Khabane Lame, Charli D’Amelio and Francis Bourgeois.
Comedian, Khabane Lame is currently the most followed account on TikTok with just under 150 million followers. He quickly rose to fame by duetting overcomplicated ‘life hacks’ and completing the task simply and in silence. The TikTok star is now landing his own influencer work and with his global reach, he is collaborating with big brands such as Pepsi and Xbox!
@khaby.lame From Idol to Uncle it’s just a moment, This apple is for you🤣@alessandrodelpiero Da Idolo a Zio è un attimo, questa mela è per te. #LearnFromKhabi
As previously mentioned, TikTok considers those with a following of over 1,000, an influencer on the platform and as a result, there are millions of creators who have built up their accounts enough for brands to utilise this in their influencer marketing strategy. As TikTok influencers are essentially a one-stop shop for increased engagement, brand awareness and a trusted, authentic brand voice.
The social networking app has made it attainable for creators to become influencers and specialise in niche topics, from CV tips to beauty content, the possibilities are endless.
Benefits of using TikTok influencers for brands
Brand awareness
12.9% of the world’s population are active on TikTok and utilising TikTok influencers can reap many benefits for your brand. Not only will it give you access to a huge number of potential sales leads, but it can reach audiences that would otherwise be missed on social platforms such as Twitter, Instagram and LinkedIn.
Using TikTok influencers who are aligned with your brands ethos can lead to authentic partnerships, which in return can offer maximum ROI and working with TikTok-first influencers can reach an extremely targeted and highly engaged audience immediately.
Working with authentic influencers on TikTok will allow your brand to hook onto your desired audience. With many brands, including your competitors, not on the platform yet- why not give yourselves a head start on the TikTok influencer marketing front?
Utilising short form videos
Short form videos are becoming increasingly important to a brand’s marketing strategy. They convey key messaging in an interactive way and thanks to TikTok, brands can communicate with their ideal audience through short-form branded content. Curated influencer content can portray that authentic and empathic voice, which has a big impact on consumers trust and brand loyalty.
Utilising short form, relatable content can present the audience with digestible information. In todays fast-paced world, short, engaging video content is usually preferred as most users only spend a few seconds on a video before moving on to the next one.
Bigger engagement rate
It may not come as a shock when we say that TikTok has the largest engagement rate on social media. As of May 2022, TikTok’s average engagement rate was around 5.95% and a study conducted by Social Insider found that of all industries, FMCG food had the highest engagement rate on TikTok with a rate of 15.82%.
Implementing a TikTok influencer marketing strategy can result in higher ROI. By leveraging influencer communities and creating relevant content, influencer fan bases tend to be highly engaged and interested in what the influencer has to say.
The use of TikTok influencers can be extremely beneficial for a brand as these social media personalities are essentially trusted marketers. They know how to create viral, unique content and create positive associations to a brand that ensure users are already warmed up to the product or service.
At Prohibition we work with a range of B2B and B2C brands to deliver successful, authentic and creative influencer campaigns. Get in touch with us today to find out more about TikTok marketing services. Drop us an email at hello@prohibitionpr.co.uk.
About The Author
