TikTok has become one of the fastest growing social media platforms of all time, dominating the social landscape with 850 million active users worldwide. It has proven that the average user can gain mass popularity overnight with its targeted algorithm. Designed to create a totally customized viewing experience for every user based on their interests, humor, geographical location and personal beliefs, users receive a personalized stream of content further engaging them and immersing them in the Tiktok universe.

When developing your next marketing campaign the question becomes: should we target TikTok influencers?

Influencer marketing over the years has transformed from professionally photographed blog posts and curated Instagram feeds to more video content than we’ve ever seen before. Social media platforms continue to introduce new ways for creators to develop video content on their platforms in order to stay relevant, authentic and engaging. Instagram introduced Reels and Twitter introduced a Story function – and yet nothing can keep up with the TikTok influencer.

Inspired by creativity, humour and oftentimes `meme culture”, TikTok influencers are able to drive messaging to your target consumer in a quick, realistic and entertaining way. They have the ability to leverage pop culture phenomenons and push your brand to new audiences in a matter of a swipe of the screen. As the behavior of young consumers evolves on social media, so does the content. With TikTok, users can completely recreate videos, while still crediting the original creator, further enhancing their engagement with the popular duet function. The ability to mimic inspirational and creative videos with ease, sparks trends that can be strategically leveraged by brands. Traditional advertising tactics on their own are a thing of the past and to resonate with today’s younger generation means to connect at multiple relevant touchpoints.

When building your influencer roster on TikTok for an upcoming campaign, it is important to note that this platform is unlike Instagram. If the number of Instagram followers an influencer has is a deciding factor in confirming your partnership, it doesn’t necessarily translate to the same worth on TikTok. On TikTok, influencers aren’t valued by the number of followers they have, but rather their ability to draw views for their content. Identifying these high-value, highly-viewed influencers presents opportunities for brands to enter the TikTok space. By partnering with select influencers, brands are then able to whitelist their content to utilize as ads directing to online purchase. In addition, a high-value partnership delivers content that can be repurposed for use across all digital platforms for integrated brand messaging.

While TikTok continues to be a major player in the influencer landscape, it is important to leverage social media platforms in tandem for a holistic, well-rounded campaign. TikTok will continue to see success as long as it stays true to its original purpose - to inspire users, even those without a massive fanbase, to create compelling and entertaining content.