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Digital Marketing

How TikTokers Have Changed The Influencer Industry

From dancing, to singing, to decorating your home, cooking or fitness, there’s something for all users on TikTok. The social media platform has grown in its popularity at a rapid pace, and you might not even have downloaded it as of yet. However, since it is the top downloaded app of 2020, there’s no reason to wonder why users are saying it’s addictive.

When it comes to the process of working with TikTok influencers, it’s not always easy in the event that the platform is unfamiliar to you. But, brands that have made the switch have had amazing outcomes.

What is the reason it works?

There are two major reasons for why TikTok is now a popular location for influencer marketing. First, the wide variety of content is resulting in the formation of different communities within the application. This means that regardless of what your preferences are as an individual or the product you sell in the form of a brand, there’s a place there on TikTok to satisfy your needs.

Additionally, the algorithm for your page is so well customized to each user which means that you will see videos show up on your screen which you are most likely to find interesting. What’s unique from other platforms is that any video could appear on your page on behalf of you regardless of whether you are a follower or not.

Top TikTokers

With a lot of influencers and KOL’s in this area that have been on the scene for a while, they’ve often begun as the Instagram-based influencers at first, but then built a following on TikTok in the process. While, some stars who have gained fame via the app have since gained attention through other channels such as Instagram and YouTube as well.

The most popular TikTokers come in a myriad of categories with different contents. Let’s take a look at these celebrities and find out what makes their content interesting.

1. Charli D’amelio

The 16-year-old from Connecticut has seen her followers grow rapidly after a viral clip of her participating in an exercise in dance. With more than 100M followers in just a few months, Charli’s social media has taken her in an entirely different path. Her content is a hit with younger followers. It typically involves dancing challenges using different music and effects.

2. Addison Rae

With 78 million followers Addison Rae falls in at the second spot. As a former dancer and cheerleader in the high school level, it’s not a surprise that she’s gained a lot of attention with her dance-themed videos, too. Addison has gained a significant following on Instagram as well, and is becoming increasingly an Instagram influencer and lately directing her content to other areas than dancing.

3. Bella Poarch

Bella is among the most recent TikTokers that gained popularity following a video with a special effect that went viral. Her content is a bit different, and her fans love her lip-syncing videos to the greatest extent. She is also gaining popularity in the gaming community on the platform, too.

4. Zach King

Zach has been making videos for a long time and has been experimenting with various kinds of content, and also with video editing capabilities on YouTube. He started to build an enormous following on Vine and then moved to YouTube and later to TikTok as well. In addition to participating in the latest trends, he loves to create content that incorporates the latest tricks, magic and pranks using his editing skills.

The next most popular TikTokers after them are:

  1. Spencer X
  2. Loren Gray
  3. TikTok
  4. Dixie D’amelio
  5. Will Smith
  6. Michael Le

Branded opportunities

In the past year or so, a lot of brands have turned to TikTok to promote their marketing strategies. With this kind of success, other brands have subsequently been following. It takes only just a handful of people to make the first leap however, it has certainly resulted in a positive return. Let’s look at some of the brands who have partnered together with TikTok influencers on campaigns recently.

Some examples of opportunities include Zach King posting an ad for Mercedes, Addison Rae partnered with Amazon and Bella poarch in collaboration with Moncler. Since they are among the three most renowned TikTokers, these celebrities have been able to establish numerous partnerships with brands as well as with some of the largest brands as well. Because the platform allows videos to be posted by any user, regardless of whether they are a follower or not. There may be a higher likelihood of exposure for brands to groups that are not yet on the platform.

Bigger doesn’t mean better

Though we’ve discussed the most popular TikTokers, this doesn’t suggest that brands should be trying to partner with influential influencers with a huge following. There have been plenty of the largest influencers and brands that have tried influencer marketing using this platform. However, since TikTok has gained traction with a broader user base, there’s been a greater number of brands that have made use of the app as well.

Similar to any social media platform it is important to make sure you’re working with influencers that are aligned well with your company’s image. It is important to ensure that you discover influencers who share characteristics and interests that are similar to the interests of your group of customers. You can’t rely solely on TikTok videos showing up on any home page since this is only an added bonus. The video will be noticed by the audience of the influencer.

A number of people following on their account is not nearly as significant as the engagement rate of their social media accounts. This permits us to determine the interactions they share with their followers. This is based on their interest in the content.

Heepsy can help you analyze the engagement rate of an influencer’s profile and compare it to the norm for influencers with this kind of size. We’d say this is among the most crucial things to look at before choosing social media influencers to collaborate with. However, you must also take a look at the demographics and the interests of the audience as illustrated above.

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