TikTok - the social media phenomenon has been downloaded over 2.6 billion times worldwide and has more than 1 billion active monthly users.
Initially, really popular with the younger generation (10-19 years old), the platform's user base is aging up. The account retirementhouse, for example, is an account of Peaches, Mabel, Hubert, and Eugene, all seniors living together in a retirement house, taking a humorous spin on popular Tik Tok trends and showing their daily lives.
Still, the predominant group is Gen Z, with around 60% of TikTok users being Gen Zers - which will be the largest generation of all in 2022. But influencers on TikTok are not only doing dances anymore - they are talking about mental health, investing, feminism, and offering educational content and insight to pretty much every topic.
This gives room for multiple brands to engage with potential customers and since influencer marketing is often not perceived as advertising to consumers, this results in engaged and convinced audiences. According to Civic Science, 14% of 18 to 24 year olds and 11% of millennials bought something within the last six months because an influencer recommended it.
While superstars were the traditional influencers, now influencers with niche content and a smaller audience can yield high engagement rates within their community. And even the average user is engaging in the campaigns of brands. Like in the viral #GucciModelChallenge where the high-end fashion brand called out creators to build their own Gucci-approved fit, obviously featuring the iconic headscarf and sunglasses style. This challenge has led to thousands of people posting videos, with a sum of over 7.9 million views.
Influencer marketing was a $10 billion dollar industry in 2020 and is only growing. Especially brands that are offering consumer goods like fashion, beauty, travel, food, and beverages are benefiting from influencer marketing, but also financial and insurance companies are entering the domain.
So, all the more reason for brands across all sectors to include TikTok and Influencer Marketing in their media mix! However, for marketers it can be quite tricky to find the influencer with the goal-matching reach, audience and relevance. Our startup YOKE offers the world’s largest network of influencers, offering brands just the right one for their campaign. Find out more about YOKE here: https://www.yokenetwork.com
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