How Influencers on TikTok Have Changed the World of Advertising
With over 1 billion active users, TikTok is one of the most popular platforms in the world of social media. In addition, the app itself and the thousands of influencers who use it are experiencing rapid growth, giving TikTok the power to change the advertising world, especially in Gen Z.
Posting is Easier Than Ever
TikTok has allowed posting content more effortless than ever. While other video-based platforms, such as YouTube, usually require hours of filming and editing to produce a video, creators can film, edit, and post a viral video on TikTok in as little as 5 minutes. New trends are emerging daily and constantly changing due to the volume of content users upload. Content creators must be active and engaged to stay on top of trends and grow their platforms. However, the nature of the app allows users to be drawn into hours of constant scrolling, so staying up to date with trends is not difficult. TikTok also allows much more freedom with copyright rules when using popular music than platforms such as YouTube, engaging viewers and creators even more.
Emerging Close Relationships
TikTok has allowed for incredibly close relationships between creators and their viewers. Influencers post many details of their lives and experiences on TikTok, whether it’s about what they ate for breakfast or what happened on their Hinge date. Users have become less cautious about sharing intimate details on TikTok because they tend to have fewer people they personally know following them on TikTok than on platforms such as Instagram. Influencers posting content so often keep their viewers engaged and invested in their lives, taking the game of influencing to a whole new level.
Where Advertising Comes In
Gen Z is TikTok’s primary user base, making TikTok a valuable platform for advertising. However, this also presents a challenge since Gen Z does not respond well to obvious advertisements but rather the natural integration of advertisements within the content. Advertising through influencers is a valuable tactic for this reason – influencers can take a natural approach to create promotional content and already have their viewers’ trust. Viewers have also been known to support influencers who post advertisements because many viewers genuinely want the most financial success for the influencers they follow due to the closeness of their relationship. The supportiveness is very obvious through TikTok comments on promotional content.
TikTok cannot be overlooked in social media marketing in this day and age. With so many content creators and their wide variety of niches, companies have wide selections to choose from when it comes to marketing through influencers. From 10,000 to 100 million followers, influencers of all scales have changed the world of advertising through their content and platform.
