3 Reasons Why TikTok is Pivotal for Influencer Marketing
by Koussey •
TikTok influencer marketing has truly skyrocketed in 2020. It started as a music and dance video app for teenagers, but it has recently gained a lot of traction among adults, brands, and businesses!
I know you already have to manage a Facebook page, an Instagram account, a Twitter account, and maybe a YouTube page so you might not have the resources to manage an additional social network. However, it's time to seriously consider creating a strategy to be on TikTok.
Why? Because the Gen Z is on it and Gen Zers have a spending power of over $140 billion, and it's driving the frenzy of retailers and brands trying to win their dollars. Even if you don’t want to spend too much time creating TikTok content, creating a plan is a good idea.
1. TikTok Is Dominating The Social Game
TikTok has gained in popularity over the last couple of years and will continue gaining traction in 2021 despite being banned in India. So, what explains the success?
First, TikTok is designed for mobile devices. The app was created to showcase dances and people creating their own takes on popular audio clips. Videos are fun, short, and trendy. It's the perfect combination for micro-entertainment and short bursts of distraction.
Next, it does not require specific skills to be successful on TikTok. The app gives you all the tools to create an engaging video and the algorithm treats every new video equally, giving a shot at success to everyone.
Brands are also starting to take advantage of this and are creating TikTok influencer campaigns. In my opinion, the best campaigns include creating a challenge. It's the most popular type of video on the app: users are encouraged to create their own video based on a certain topic, audio clip, or even duplicating a particular dance. By creating a challenge around a particular product, brands can start off their campaign with influencer marketing and then see it grow among other users organically.
2. You Can Quickly Become Popular on TikTok
Most social media platforms require you to spend months or even years to get a large audience. TikTok is different. Thanks to its algorithm, you can get your videos in front of everyone on day one. It does not matter how many followers you have, or your last video's statistics, the algorithm will show someone videos that they’re probably going to like based on many factors, including videos they’ve liked, which audio clips they listen to, hashtags they follow, accounts they engage with, and more.
This is a total contrast to almost every other social media platform. Typically, the goal of a social platform is to grow your following so that you can get your content in front of more people and create brand awareness. While growing a following is still a worthy goal on TikTok, it’s not a prerequisite for creating a viral video. Instead, it’s a better idea to spend time watching TikTok trends, popular hashtags, and creating a video that fits with those popular elements.
This explains why there are plenty of influencers in a wide variety of niches on TikTok. As people begin to engage with content they like in a specific niche, they’re shown more videos like that. Users on TikTok typically post about their passions and things they enjoy, and it’s easy for them to connect with people who want to see that content. You’ll find your typical lifestyle, fashion, beauty, and food influencers on TikTok, but you’ll also find more niched influencers, like calligraphy, corgis, or figure skating.
3. Jump In There And Build Your Presence With Creators
Developing a presence on TikTok is key for brands and businesses in 2021. It will definitely help you grow your brand awareness among Gen Zers. Where to start?
Initially, we recommend you to be strategic. Find people in your ideal audience and follow them, interact with videos that are great in your opinion as all of this will inform the algorithm. The goal is to give you a better understanding of what's resonating with your ideal followers and how you can create the type of content that matches what they're already watching.
When you'll define your TikTok influencer marketing strategy, you'll need to pick creators that will get your brand and product in front of a huge new audience and tons of potential new customers. Influencers are experts at creating a real connection with their audience: they can challenge their community, answer questions, go live, etc. This is the connection you will leverage for your future campaigns!
TikTok is likely going to be a large part of the future of social media for consumers and brands, so the sooner you can create an account the more you’ll be able to learn.
Written by Koussey
Koussey is a cofounder of Capssion