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PMG Digital Made for Humans

Why You Should Tap TikTok Influencers Now

4 MINUTE READ | July 29, 2020

Why You Should Tap TikTok Influencers Now

It goes without saying that there is a lot going on in the world. We’re currently living through a worldwide pandemic, a global economic shutdown, and most recently, a rise in the movement to end racial injustice and systemic inequality in the US. Marketers across industries are faced with a cultural conversation and social environment far from the norm, as the intersection of these major global issues have effectively taken over every media outlet.

As brands grapple with how to remain relevant and loyal to their consumers during this time, many must pivot their marketing strategies in order to address the evolving consumer behaviors and desires.

While it may seem counterintuitive for marketers to delve into anything new or untested in such an uncertain social environment, this is precisely the reason why now is the time to take the leap. Unprecedented times call for new and unique marketing strategies, and this is why TikTok, the popular short-form video platform, might just be the solution. There’s no denying that since the onset of the pandemic in early March, TikTok’s popularity has skyrocketed. As of June, TikTok has attained over one billion users with 800 million (and counting) monthly active users – surpassing LinkedIn, Reddit, Pinterest, Snapchat, and Twitter.

According to SensorTower, TikTok was downloaded 315 million times in the first quarter this year, the most quarterly installs for an app ever. And while the platform’s user base does skew heavily towards a Gen Z and millennial audience, TikTok has also begun attracting older audiences as 25% of US-based TikTok users are 45-64 years old.

So why exactly has this short-form content app experienced such astonishing growth the last few months? It’s likely to do with a combination of factors, beginning with the simple fact that since the onset of the virus and shelter-in-place regulations, consumers have more time on their hands, which many have spent scrolling social media. Accordingly, it’s no surprise that the light hearted, short-form video app that encourages user participation has exploded in quarantine. During a period of what feels like never-ending grim news, TikTok not only gives bored-at-home teenagers something to do, but also provides a much needed escape from reality.

Another key differentiator between TikTok and other social platforms is its extremely low barrier to entry. On TikTok, anyone can be a content creator and it’s simple for users to shoot, edit, and upload videos on an iPhone or Android, without the need to use studio or video equipment. Furthermore, in order to gain a following or go viral on the platform, TikTok content does not require the same level of curation and design as Instagram or YouTube. Its user-friendly filters and special effects allow anyone to make viral content, making it an accessible breeding ground for new creators and influencers.

If only for its sheer number of users, brands cannot afford to ignore TikTok any longer. However, the reasons why marketers should leverage TikTok, and more specifically, TikTok influencers, for upcoming campaigns goes far beyond the platform’s extensive reach. At its core, TikTok is a virtual home for human connection. The platform allows anyone to have a voice — creating a unique space for connection, expression and in more recent weeks, powerful activism. The New York Times technology writer, Shira Ovide, sums it up perfectly. “What’s unusual about TikTok is that it’s not another place to see what’s happening. It’s a distilled expression of how people are feeling.” 

Because the platform is fueled by user-generated content, TikTok cultivates an uplifting and unifying environment for self-expression, which is exactly what many of us are looking for in this challenging and unusual season of life. When it comes to marketing, consumers want to engage with brands they trust, and TikTok influencers can add a level of authenticity and humanity to a campaign that others channels simply cannot. 

In addition to the critical emotional component, leveraging Tiktok influencers is extremely strategic from a logistical perspective. In order to create successful branded content, TikTok influencers do not require photographers or fancy production studios — two limiting factors during the pandemic. Instead, TikTok creators have the ability to generate high-performing content at an extremely low cost.

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Finally, it’s worth reiterating that the ultimate magic of TikTok content lies in its ability to be easily replicated. TikTok is the ultimate home for viral trends, providing marketers with a uniquely interactive and engaging way to connect with consumers.


Posted by Ruthie Nathan

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