Since switching from Musical.ly to TikTok in 2018, the short video based social media platform has exploded in popularity, creating new opportunities for brands and influencer marketers. Influencer marketing platform Linquia recently surveyed 163 enterprise marketers, at companies with over $1 billion in revenue, about their influencer marketing plans 2021, and TikTok was high in the rankings.
The survey presented that 68% of marketers plan on using TikTok for influencer marketing in 2021. This is a huge shift from the results of the survey in early 2020, which presented that only 16% of respondents had indicated they planned to use the short-form video platform. TikTok even sits above Facebook, with a 79% decrease in the number of enterprises choosing to use the platform for influencer marketing.
Although Instagram is still on top in the eyes of marketers, TikTok’s rise has put pressure on how the app can be utilised for fresh, trend driven influencer marketing. In response to the boom of TikTok, Instagram launched Reels in 2020, a feature that introduced 15 to 30 second vertical videos. The survey shows that only 36% of respondents indicated that they planned to use Reels – putting TikTok in the number one spot for short video content.
Why does TikTok work so well?
Influencer content on TikTok allows brands to collaborate with unique personalities who have built up a loyal following online, and video content naturally allows creators to share their personalities more than they can with a still image. The nature of short form, fast paced video content created by TikTok users is also appealing to consumers as it feels real, away from slick and scripted commercials that automatically present as content to sell, rather than to engage.
Creators are a new sort of economy that brands are able to tap into, as they can produce content with personalities that consumers are already invested in. A loyal fan will interact with anything their favourite creator shares, so if a creator shares a brand’s product, their audience will be keen to engage in order to feel further connected with the creator.
How could TikTok grow even more?
TikTok’s user base, in general, is very young, with content appealing to a majority Gen Z audience. Having well-engaged early adopters is a great strategy as there is scope for the app to grow as its audience grows, they will naturally encompass the needs of a more mature demographic. We have seen this with the likes of YouTube, which a decade ago was full of ‘the cinnamon challenge’ and pranks on friends, but now hosts a wealth of creator content about house hunting, and baby clothing hauls. The app and its content will develop with its audience.
Perhaps this time next year, when the survey results are in, we will see TikTok grow even further, maybe taking the top spot as the number one platform for influencer marketing. As more brands acknowledge the success that influencer marketing on TikTok brings to their counterparts, the short-form video platform may well be the go-to for sponsored content that is also engaging and fun.