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In the fast-paced world of social media, TikTok has emerged as a dominant force in influencer marketing, standing shoulder-to-shoulder with Instagram. This video-sharing platform, known for its short, engaging content, has seen immense popularity in recent years.

TikTok has arguably become as crucial as Instagram in the world of influencer marketing. Here we’ll explore the rise of TikTok and how it now compares to Instagram.

The Rise of TikTok

TikTok  launched in 2016 and since then, saw high levels of growth during the pandemic. With its user-friendly interface and the ability to create and share short video content, it quickly became the go-to platform for those seeking entertainment, creativity, and connection.

TikTok’s ‘For You Page’ algorithm made it easier for content to go viral, providing a remarkable opportunity for aspiring influencers.

A TikTok logo on a graphical background

Why TikTok Matters in Influencer Marketing

Youth Appeal: TikTok primarily caters to younger demographics, making it the perfect choice for brands aiming to target Generation Z and Millennials. These users value authenticity and are more likely to trust influencers who share relatable and genuine content.

Authenticity: TikTok videos are often informal and unscripted. This allows influencers to connect with their audience on a personal level. This approach is desired by many users as we are entering a world where people are seeking a break from the scripted and polished branded content.

Engagement: Viral TikTok videos often gain high engagement rates due to the short format. Users are more likely to watch a 15-second video in its entirety nowadays. This increased engagement creates a strong connection between influencers and their followers.

The Relationship: TikTok and Instagram

TikTok and Instagram complement each other effectively in influencer marketing strategies. Due to this, many influencers maintain a presence on both platforms, recognising the advantages and differences of each platform. They use TikTok for quick, engaging videos and Instagram for more curated and in-depth content. This dual approach enhances their reach and impact.

Overall, as TikTok continues to rise in popularity it will continue to grow in the world of influencer marketing, making it just as vital as Instagram. Its appeal to younger demographics, authenticity, and potential for high engagement all contribute to its significance.

While Instagram remains a powerful influencer marketing platform, TikTok’s distinctive qualities offer an alternative, fresh, and highly effective channel for brands to connect with their target audience. To stay ahead in influencer marketing, brands must embrace both TikTok and Instagram and create an authentic presence on both that works for their brand and their audience.

We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email:

For more interesting articles from us check out these posts:

  1. Influencer Marketing and Online Retail PR: The Sales to Success
  2. The 5 Biggest Mistakes To Avoid In Social Media Video Marketing
  3. Luxury PR and Marketing: TikTok’s Potential for Luxury Brands

About Emily Wiswell