TikTok, the social media video sharing app, featuring dancing, lip-syncing, pranking, and several other comedic acts, that we all know and love now has over 1.5 billion downloads on Google Play and the App Store, and over 500 million active users. It’s now recognised as one of the fastest-growing social media platforms with the average user spending 52 minutes a day on the app.
The exponential uptake and attention on TikTok forces us to question ‘how can we as marketers and brands use this platform to connect with our audience?’ The answer lies within the golden opportunity of using TikTok and influencers to get your brand and key message to your audience.
To better understand how your brand can use TikTok influencers, let’s dive into who uses TikTok.
Gen Z may have Facebook accounts but they rarely use them – one main reason for this is their parents are frequent users of Facebook and they are looking for a platform they can truly make their ‘own’. While they might be prepared to share Instagram with their parents, they desire their own social spaces, and this is where TikTok comes into its own.
Statistics show that people within the ages of 16-24 are the largest user base on TikTok, making up 41% of the total users. However, the app is not limited to Gen Z as you can find anyone from celebrities to influencers to politicians using the platform to engage with a new audience, and often showcase a lighter or more fun side of their personality.
Brands on TikTok
Since 2018, TikTok has been evolving into an advertising and marketing haven for those looking to target Gen Z and millenials. Brands across all industries are drawn to the sheer number of active users on TikTok. If used correctly, brands can enhance their presence and foster better connections and engagement with their audience. A big bonus is that it’s easier for content to go viral on Tiktok than on other social media channels.
If your brand is targeting the Gen Z demographic, and it is not on TikTok, then you’re really missing out. If your brand is targeting a different age group, teens and youths are known to spot really cool things fast and become early adopters of new trends. Big brands like Fenty Beauty, Apple Music, Nike, Chipotle are using TikTok to show off lighter sides of themselves and engage more users. With TikTok’s growth rate, it could be ushering in a more diverse audience, which means more reach and opportunities for brands.
For an effective TikTok strategy for your brand, ensure that your content is authentic, light-hearted, fun and visually pleasing. If you’re willing to try releasing ‘control’ of your sometimes firmly held brand messages and allow young, dynamic influencers and creators to bring a new breath of life to their brands, you will find you’ll have bountiful opportunities of growth for your brand.
But how Can Marketers use TikTok for Influencer Marketing?
In line with all social media and influencer marketing, it’s important that you do not come across as being too ‘salesy’ on TikTok or use a ‘brand first’ marketing push. Traditional advertising does not resonate on this platform, mainly because of its youthful demographic.
Members of the Gen Z age group are known for their hatred of anything that looks like a traditional ad or feeling like a brand is ‘selling’ to them. They are seeking content that entertains, delights, informs or educates them – so branded content can perform well on this channel if done in a manner that takes the user on an inclusive journey.
Like any influencer campaign, for your TikTok influencer marketing to be successful, you need to first identify and work with influencers who’s following match the target audience you are after. On TikTok, you can find a plethora of different influencers from fashion, fitness and food to sports, lifestyle, music and lifestyle influencers who can help bring your campaign to life.
Your success also hinges on appealing to the youth demographic on the app. So, avoid giving your influencers a script as they need to be allowed the flexibility to tell your story to their followers in an authentic manner. Remember – they have spent enormous time, energy and resources building trust and authority with their followers. Trust that they know best how to speak to them in a way that will resonate.
About the Writer
Taryn Williams is the smart, vivacious and magnetically personable CEO & Founder of theright.fit and WINK Models. With over fifteen years experience in the world of modelling, advertising and media, Taryn has proven herself to be a game changer and one not shy to press the disrupt button.
theright.fit is a marketplace that connects brands and agencies with top talent across the globe including models, influencers, actors, photographers, videographers, celebrities and much much more. Designed to make finding, booking and working with talent more affordable and more efficient, with leading analytics tools and streamlined contracts & payments.