Think of the last time you scrolled through TikTok, you will notice that influencers, especially
those who work with brands, showcase everything. However, there is one thing that is behind all that they do—marketing. With the rise of TikTok, companies realize that it is the new domain for success. It is easily the app for promotions and audience engagement. But why is TikTok so effective for brands and how do they use influencers as leverage for success?
Why TikTok Marketing Works
According to recent data, TikTok has approximately 1.5 billion active users globally on a monthly basis. With that many users, TikTok has an immense ability to make content go viral. TikTok marketing is effective because it allows brands to utilize the algorithm. Brands come up with attention-grabbing ideas and appeal to influencers so that they can attract large-scale audiences.
A student of the college was asked about whether influencer ads convince them and said, “would say maybe more for makeup, because with makeup, it’s very hit or miss and also you don’t wanna put low quality products on your face”.
Winning Strategies for TikTok Marketing
A brand’s success can be attributed to strategies such as influencer collaborations. Through the app, influencers showcase products in engaging ways. These approaches can make brand ads very subtle or obvious depending on what the influencer and the company have agreed on. After speaking to a student about whether they prefer a natural influencer ad or those that are structured, they said, “Ones that like, feel more natural. There are some influencers like Golloria, who are very direct regardless of whether it was a PR package. They will give an honest review.”
The Influencer Effect
Tiktok influencers are important for brand engagement and after speaking with a college student and avid user of TikTok, this is what she had to say about how influencer ads impact her purchasing choices.
“The last purchase was an acne spot treatment, and it was $50. I was convinced because the influencer was black, and I was like, okay. A lot of the studies that are done for makeup and skincare products are done with predominantly white women. So, if I see black influencers are using a product, I’m probably more inclined to purchase it even if it’s out of my price range”.
The students answer highlights the credibility aspect of TikTok marketing especially which Gen Z audiences who are very skeptical and dismiss staged ads. So, many brands notice that and can choose to allow influencers to be quite natural with their approach to the content.
The Future of TikTok Marketing
Tiktok is shaping the future of digital marketing and as brands continue to experiment with the platform, influencer collabs embrace unique styles that appeal to the audience. Brands who want to work with the app have to embrace the style of the app and collaborations with content creators.
Sources:
● Aspire. (2024). TikTok Influencer Marketing: What Is It and How Brands Can Get Started
| Aspire. Www.aspire.io.
https://www.aspire.io/blog/tiktok-influencer-marketing-what-is-it-and-how-brands-can-ge
t-started
● Jay, G. (2024). TikTok Usage Statistics for 2024. Famewall Testimonials; Famewall.
https://famewall.io/statistics/tiktok-stats/
● West, C. (2024, April 10). TikTok marketing: The complete guide for brands in 2022.
Sprout Social. https://sproutsocial.com/insights/tiktok-marketing/
● Interview with College student (wants to remain anonymous)
Image: Made by Akua Adjei Boadu with Canva
