Updated: Aug 9
First launched in 2016, TikTok is a short-format video app that is based in China. TikTok often does not require an introduction as it has quite a large user base, spanning 150+ markets. This makes it a lucrative platform for marketing goals, especially when it comes to influencer marketing. TikTok might have a childish personality in the minds of many, but this is a false notion.
The benefits of TikTok to businesses are plenty, and many marketers have leveraged this to a high potential. Today, the app has grown from having a teen user base to hosting adults, brands and businesses as well. TikTok offers marketers a space to experiment with influencers from different backgrounds, making it an interesting platform for branding.
In this article, we will talk about the role of influencers in brand marketing on TikTok. Keep reading!
Influencers on TikTok
TikTok has provided many influencers with several opportunities to grow their reach and connect with more people. One of the reasons why TikTok enhances influencers’ popularity is that it connects TikTok profiles with Youtube accounts. This makes it easy to redirect an influencer’s TikTok audience to their Youtube channels.
TikTok’s algorithm is designed such that an influencer’s videos can reach someone who does not even follow them. It is based on an unconnected model due to which even thirty minutes of scrolling can provide a user with an infinite range of content. The bite-sized nature of the content on TikTok also makes it easier for the user to consume, so even a thirty-second video can make someone famous if the content is interesting.
Brand Marketing in TikTok
Smart marketing professionals utilize this power wielded by influencers to promote their brands on TikTok. Here are some benefits of TikTok to business.
#1 Very high organic reach
TikTok is a comfortable space for creators to put up content consistently, and as mentioned, the audience base of influencers can grow rapidly here. Businesses can leverage this to collaborate with influencers to promote their brand identity with the content of good quality. Doing so also helps build trust and an authentic connection with your target audience.
#2 Go viral very quickly, and at a low-cost
The TikTok app’s algorithm helps creators reach the audience target in TikTok influencer marketing at a rapid rate. Influencer marketing is also a budget-friendly option. If you invest half of your advertising budget on TikTok creators, you can generate far better leads.
#3 It’s a space to experiment
TikTok allows marketers to find influencers who will help their brand reach its niche target audience. Good quality content spreads fast on TikTok, and similarly, bad content can also get forgotten amongst all the content getting pushed through the app. So you can fearlessly play around with the statistics and experiment with different influencers and niches to find out what kind of campaign fits you best.
Unlike Instagram and Facebook, TikTok is a space for brands to become very popular very quickly. But you will need to find the right influencer who can inspire your audience target in TikTok influencer marketing. If done the right way, TikTok can offer your business many potential customers.