Unlocking Success: Five Reasons Why TikTok Dominates Influencer Marketing
Influencer marketing has gone from strength to strength in recent times and is now one of the main marketing channels for many major and smaller brands. In fact, influencer marketing is predicted to be worth a massive £16 billion in 2023 – that’s a 29% increase on 2022.
Brand collaborations with influencers can happen in almost any space. This can include all social media platforms, blogs, websites and even in-person events.
Yet few influencer marketing spaces are more exciting than TikTok.
This platform already sees countless influencer/brand collaborations on a daily basis and is only set to grow. In this article, we explore just why TikTok is such a good platform for working with influencers.
Massive User Base
Influencer marketing helps you reach your audience in a space where their attention is already focused. With over 1 billion monthly active users, there is a very high likelihood that a large percentage of your target audience is already regularly using the TikTok platform.
This is especially true for brands with a younger user base, with 19.5% (female) and 17.8% (male) users being in the 18-24 age bracket. Although older age brackets also have considerable user numbers:
- 16.3% (female) 16.6% (male) – 25-34
- 7.9% (female) 7.8% (male) – 35-44
Not only is TikTok’s user base huge, it is also diverse.
Tikok is massively popular across the globe, with users in over 160 countries. The biggest user base of TikTok is in the USA (136 million), followed by Indonesia (99 million), Brazil (74 million) and Russia (52 million).
However, TikTok is also massively popular in other areas (especially Asia) with high percentages of the population using the app. Saudi Arabia leads this with 88% country penetration – meaning 9 out of 10 adults (18+) using the app. This is followed by UAE (81%), Kuwait (75%) and Thailand (64%).
Working with multiple influencers across TikTok can help unlock new, diverse and high-potential audiences for brands.
Appealing to shortening attention spans, short-form video is a highly engaging type of content. In fact, one study found that short-form video is 2.5 times more engaging than long-form.
TikTok allows users to create videos that are 15 seconds to 3 minutes long. This is considerably shorter than videos you find on other platforms such as YouTube and is ideal for short, high-impact content.
With an average engagement rate of 4.24% TikTok dwarfs other social platforms such as Instagram (0.6%), Facebook (0.15%) and Twitter (0.05%). They are also market leaders when it comes to average time spent on app per day:
- TikTok: 55.8 minutes
- YouTube: 47.5 minutes
- Twitter: 34.1 minutes
- Snapchat: 30.8 minutes
Authenticity and Creativity
TikTok has created a highly creative environment for its users. This has partially been achieved by offering advanced video editing tools to creators, allowing them to publish quality content without the need for advanced software.
They have also facilitated authenticity by promoting genuine, relatable content over polished videos. This has gone in direct contrast to other social media platforms such as Instagram where aesthetics take priority.
This approach has made TikTok the perfect place for brands that want to drive higher levels of trust and authenticity through their influencer marketing campaigns.
Algorithm and Discovery
TikTok’s algorithm focuses on delivering relevant content to users based on their past interactions on the platform. This means that relatable engaging content has a high potential to go viral. For many, this makes user-generated, organic content on the platform more successful than paid ads.
Working with influencers on TikTok is a smart way to generate content around your brand that has already been proven to resonate with your target audience.
TikTok for Influencer Marketing: Summary
It is clear that TikTok is a powerhouse for influencer marketing. The platform’s unique mix of large, diverse audience and algorithm that naturally promotes organic traffic offers a huge opportunity to brands that choose to work with influencers.
Want to harness the power of TikTok influencer marketing for your brand? Reach out to us now.