Overview

After becoming available worldwide in early 2018 TikTok has steadily grown in popularity, and with over 1 billion active users it is catching up with major players like Instagram and WhatsApp. The short-from video app has a stronghold of Gen Z and younger Millennials and is gaining popularity among all ages – being the most downloaded app every month of 2021. 57% of all users admit that TikTok inspired them to shop even when they had not planned for it, and 29% of Gen Z users have purchased a product they saw advertised on the platform.

Trend Analysis

TikTok is not a new trend, but with a demonstrated high impact on the consumer journey, more companies are starting to realize the potential of the channel. 2022 will definitely be the year to make TikTok a natural part of your marketing mix – not only through influencers but perhaps also with a very own TikTok brand account.

How can you leverage this trend? 

Being the relatively new channel that it is, TikTok is currently one of the cheaper channels for influencer marketing. It also offers the unique possibility of organic reach outside your following and perhaps even viral spread, lowering your CPM even further. In other words, now is the time to start running campaigns on TikTok.

Just like any other platform, identifying influencers who are popular among your target audience and who share your brand values is key for successful influencer marketing on TikTok. However, if you think that you can just copy-paste your Instagram content strategy to TikTok – think again. TikTok is unique in many regards, and there are a couple of things to keep in mind when working with the platform.

Creative freedom Giving your influencers creative freedom in the collaboration is perhaps even more important on TikTok than any other social media. TikTok creators are the experts of the platform, and they know what works and what does not.

Authenticity If Instagram is a cocktail party where everyone shows their best sides and mingles with acquaintances, TikTok is the pajama party where you casually hang out and relax with your closest friends. Simple, natural, and honest are keywords for TikTok.

The Three Es Every TikTok video should be either Entertaining, Emotional, or Educational (or all of the above)

Trends Keep an eye out for trending themes, challenges, transitions, and music/sounds, and be quick to include them in your videos. TikTok is centered around different adaptations of the same trend.

Subtle product placement Users demand quick and easily digested entertainment on TikTok, and if they see a closeup of your product the first few seconds of the video they will keep scrolling. Aim to make your product a natural part of the video to keep the viewers’ interest.