For over three years, TikTok has reigned supreme among social media platforms for brands and businesses. Today, they all covet the platform to promote their products and services and increase their visibility. It must be said that the video-sharing app has all the characteristics to make it the ideal tool for influencer marketing. And at So Bang, we've known that for a long time 😉

How does influencer marketing work on TikTok?

You've probably noticed. TikTok may not have the same number of daily users as Facebook or Instagram, but its engagement (reach) and brand loyalty are incomparable. Why? Answering this question essentially means understanding how the platform works.

Unlike Instagram, TikTok is built on an asynchronous distribution model. This means that the content you create is disconnected from your account statistics. In other words, the reach of your posts will not depend on your popularity, i.e., the size of your community (your followers), but on their intrinsic quality and therefore, their potential to go viral.

In fact, the TikTok algorithm promotes any video that resonates with a large audience, giving you the potential for massive engagement, even if you have a small number of followers. This principle makes it possible to conduct highly targeted influencer marketing and, more importantly, to compete with any other brand, no matter how large.

If the algorithm determines that the content is high-quality, you can reach far more people than your account's subscriber count suggests. For example, a video can get a million views even if the user who posted it only has one subscriber.

In short, TikTok's algorithm truly prioritizes content and, therefore, creators. Furthermore, it's so precise that it delivers your message to the right audience in record time. What more could you ask for? This is why TikTok reigns supreme in influencer marketing and why our influencer agency has specialized in this social network since its launch.

What is the difference between influencer marketing on TikTok and Instagram?

Although the two platforms share many similarities, there are important differences that brands should be aware of before engaging in influencer marketing on TikTok.

Here are three key differences:

• Instagram focuses primarily on still images, while TikTok offers almost exclusively short videos. TikTok content can last up to three minutes, although most videos average less than a minute.
• Compared to Instagram and YouTube users, TikTokers are much more laid-back. Even if the content sometimes appears scripted, the videos give the impression that they were created at the last minute. TikTok cultivates this relaxed and carefree atmosphere.
• On Instagram, influencers often stay behind the camera or pose against a static background. On TikTok, however, influencers readily reveal themselves on screen. Their goal: to show themselves as they truly are, simply expressing their personality and showcasing their artistic talents. This different approach is whyTikTok influencers are highly sought after by brands for digital marketing campaigns.

Why should all brands use TikTok?

Sometimes criticized, often envied, TikTok has managed to establish itself in the highly competitive social media landscape. Several reasons explain its success with brands and businesses. Here are a few that should convince you to jump on the TikTok bandwagon!

Unparalleled organic reach

As we explained, the platform's very operation allows it to generate almost unparalleled engagement rates. A true goldmine for brands seeking a fast and effective ROI. This characteristic also stems from the fact that the network is still relatively new and therefore has a very large potential user base.

Furthermore, since the platform's launch in 2016, most technical issues have been resolved, and the user experience is improving daily. Recently, the new TikTok Shopping feature was introduced, and other new features are expected to be implemented to make the platform even more appealing.

An incredible community of talented creators

Even more so than other social media platforms, TikTok's philosophy is to create a community of original and authentic content creators. For brands and the agencies that work with them, this community represents a talent pool from which they can draw to "cast" (recruit) influencers and create impactful campaigns.

As with its reach, TikTok's relative youth gives it the advantage of being far from content saturation. This provides it with an undeniable edge over competitors like Facebook and Instagram.

TikTok, the favorite network of Generation Z

According to an eMarketer study, by the end of 2021, TikTok will have more Gen Z users (ages 15-25) than Instagram. Currently, nearly 40% of millennials (ages 25-34) are also active TikTok users. So, if your target audience falls within these age groups, it makes sense to focus your social media marketing efforts on TikTok campaigns.

TikTok, a cross-generational social network

Continuing to think that TikTok is a social network reserved for young people is utter nonsense. From Generation Z to Millennials and even seniors, all generations are now using it. All these users represent potential influencers. In short, for brands, the opportunity to reach new audiences is enormous!

TikTok, the ideal network for testing content

Before establishing a strong presence on a social network, a brand always goes through a phase of experimentation. This involves testing different types of content and seeing how users react.

To test content and see what really resonates with audiences, TikTok is truly the ideal platform. As we've seen, the TikTok algorithm prioritizes content, so go for it and share creative videos! Your only guide should be your inspiration. With just your talent, a good hashtag, and a catchy tagline, you'll be surprised by the reach you can achieve: thousands, or even millions, of users.

Finally, unlike Instagram, TikTok embraces a much more relaxed style and vibe. This gives brands the opportunity to share quirky and fun content that showcases who you are as a company. On TikTok, there's no need to overthink things; just let loose (but not too much) and express your identity through unfiltered, authentic, and sincere videos. In short, a raw aesthetic. Users love it!

At So Bang, we've believed in the power of influence on TikTok from the very beginning. Every day, our influencer agency verifies the incredible platform it represents for consumers, content creators, and of course, brands.

Thanks to our pool of talented influencers (over 30,000 worldwide), So Bang helps brands activate viral, authentic, trendy, and highly targeted communication campaigns. So don't wait any longer, integrate TikTok into your social media strategy and harness its full power of influence!

Need help with your TikTok influencer strategy? Contact So Bang !