Influencer Marketing and the Rise of TikTok

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For brands targeting young millennials and Gen Z, there’s no bigger venue than social media service TikTok, a trend with no real end in sight. With over 1.3 billion active users in Europe and the US as of 2020, it’s hard for marketers to ignore. Yes, the minute-long video clips are often cheeky and irreverent, but that in itself is what keeps young people coming back. Some brands are launching big initiatives on the platform with the right influencers. In the past, TikTok was seen as a second tier within social media, and with companies controlling more and more marketing dollars, the rules of the game have changed.


The real core of TikTok’s success is influencers. These trendsetting croatia telegram number database celebrities can really build word-of-mouth advertising around brands based on the number of followers they have. Some may have over 50,000 when they first start out. Since TikTok is now fairly mainstream, it’s very common to expand existing trends through the service. Take Calvin Klein, for example. The company was able to successfully create a brand campaign targeting a younger generation by leveraging the popularity of Canadian singer Shawn Mendes. Keep in mind that half of TikTok’s US users are under the age of 29. This group is undoubtedly a big target for brands like Calvin Klein and could have a big impact in the future.


Now that TikTok has become an option for marketers, it’s important to think about how to use the service effectively. Content is key, of course, but how that content is presented is perhaps even more important. As mentioned before, the platform’s core service is a minute-long video that invites others to share. That said, if you have a great idea, make sure it actually fits the bill and can be shared with others through this method. An idea, set in a short video format, using the right influencer, can send a short message into something unforgettable.