How are marketers using TikTok?
Brands and businesses are increasingly embracing the vast potential of TikTok as a marketing tool. While the video-sharing app can still not compare with Facebook, Instagram, and other leading social media platforms used by marketers, a recent survey found that over 20 percent of industry professionals planned to increase their usage of TikTok for promotional campaigns in the future. Another survey showed that some 35 percent of marketers from the United States, the UK, and Germany also consider partnering with influencers on the channel, indicating a growing acceptance of TikTok as an online marketing destination. Apart from promoting their products and services via influencers, companies can also create their own profiles, upload videos, and start creative challenges to feature on TikTok’s For You page and potentially be seen by millions of users worldwide. One brand that has successfully harnessed the power of TikTok is Red Bull. Having amassed more than five million followers, the beverage company ranks among the most popular brands on TikTok globally.
Influencer endorsement has proven to be an immensely effective form of social media marketing on pioneer platforms such as Instagram. This success is slowly translating to TikTok and the new generation of entertainment apps, as more brands now cooperate with TikTok stars than ever. What makes these collaborations so appealing is not only the massive audience reach of TikTok mega-influencers like Bella Poarch but also the impressive engagement rates that influencer content can boast on the platform – especially among Gen Z users. By partnering with popular creators, brands can keep their fingers on the pulse and resonate with young audiences; something many companies have struggled with in the past. So who are the most sought-after influencers on TikTok? As of mid-2021, Charlie D’Amelio was the most-followed person on TikTok, with 119.4 million followers, while fellow dancer Addison Rae remains the highest-paid TikToker worldwide. Seeing that sponsored posts by these creators can cost thousands of dollars, small businesses tend to work with nano- and micro-influencers who have fewer followers but can cater to niche audiences.
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