Influencer Marketing and the Rise of TikTok

For brands looking to target young millennials and generation Z, there is no bigger venue than the social media service TikTok, with the trend seeing no real end in sight. Two hundred million active users in combined Europe and the U.S. as of 2020 is something that marketers are finding hard to ignore. Yes, up to one minute video clips are often cheeky and irreverent, but that in itself is what brings the youth coming back for more. And some brands are launching major initiatives on the platform with the right influencers. Whereas, TikTok used to be seen as second tier within social media, the game has changed with the company controlling more and more of marketing dollars.  

Really at the core of TikTok’s success is influencers. These trend setting celebrities can really build word-of-mouth advertising around a brand depending on the number of followers they have. Some can have upward of 5 million just to start. Since TikTok is fairly mainstream now, it is very common to expand existing trends through the service. Take Calvin Klein for example. Levering the popularity of Canadian singer Shawn Mendes, the company was able to create a successful brand campaign focusing on the younger generation. Keep in mind that half of TikTok’s U.S. users are under 29. This group is certainly a big target for a brand such as Calvin Klein and can have a major impact into the future. 

Now that TikTok has become an option for marketers, it is very important to think about how to use the service effectively. Of course, content is key, but how that content comes across may be even more important. As mentioned, the platform's core service is a video going up to one minute that invites others to share. This is to say that if you have a good idea, make sure it really fits the requirements and can be shared with others with this approach. An idea, set in a short video format, using the right influencer, can send a short message into something unforgettable for a long time to come.