The Rise of TikTok – Influencer Marketing

TikTok calls itself ‘the destination for short-form mobile videos’ – essentially a 2020 ‘Vine’ (in fact, many of TikTok’s biggest creators started on Vine like David Dobrik). TikToks range from five to sixty seconds and trends can be based on just about anything.

The beauty of TikTok is the ability to go viral at anytime. TikToks algorithm is the key to the app’s success, giving every TikTok user a curated ‘For You Page’ (FYP) with content directly tailored to them based on interactions. Users can still follow creators; however the ‘For You Page’ is definitely where users spend their time scrolling.

What is Tiktok?

There is no one way of using TikTok. From dance trends to clothing hauls to lip syncing, the content on TikTok is endless. I would compare it to YouTube, but more convenient and far more addictive.

Videos can be uploaded or created in-app with effects, filters, audio clips and plenty of other fun tools. Aside from videos, live streams are increasingly popular for TikTok creators… and plenty of money can be earned from them.

Trends are the heart of TikTok and creators have literally earned a living off viral trends. Trends typically involve a hashtag or a viral audio clip and that is just about it. Users jump on trends to try and go viral, it is just that simple.

TikTok Marketing

With over 800 million active TikTok users, the platform has quickly become the most popular social media app making it a highly valuable marketing tool for brands.

There are a range of marketing methods on TikTok.

  • In-feed Ads
  • TopView
  • Brand Takeover
  • Branded Hashtag Challenge

Given how much of an impact TikTok has had on music streams, it is no surprise musicians have used TikTok to market their new releases. Creators often get paid just to use a 15 second clip of a new song.

TikTok has been quick to identify the app as a huge marketing platform. TikTok recently launched a Creator Marketplace to connect brands with content creators. It allows brands to find creators based on performance data and analytics and create collaborations together.

In-feed ads typically get the best results from small businesses. Other Ad’s on TikTok are usually only open to large companies with bigger marketing budgets.

Influencer marketing.

Nearly 86% of marketers have used influencer marketing to boost their brand awareness and sales.

Asking a creator with a large following to review your brand or product on TikTok allows for exposure, and can be done very cost effectively. The key to successful influencer marketing on the app is to target influencers whose following resembles your brands target market.

Influencer marketing on TikTok is likely to be the most effective marketing method due to not having to worry about the negatives of ads and you don’t have to think about building an audience yourself – the audience is already there with the influencer promoting you. Influencer ads work the best when the creator is given creative freedom and the partnership is disclosed. Brands can see the success of the collaboration by viewing insights and analytics.

There are several sites to help brands identify and select the right TokTokers for their brand collaboration.

  1. Julius – Julius enables brands to look through a database of over 100,000 creators. With many filters, brands can narrow down the large pool of creators to find some that suit their target market based on a number of criteria.

2. FanBytes – FanBytes is the first dedicated platform for finding TikTok creators and has over half a million influencers listed. FanBytes runs its own TikTok influencer campaigns making the platform a very reliable source for brands to utilise.

Are you ready to market your brand on TikTok?

Now you know the ins and outs of TikTok marketing, you are ready to launch your own TikTok ad campaign.

Will you use TikTok as a way to market your brand? Let me know!

Elise Ralph is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found on LinkedIn

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