TikTok Influencer Marketing Analytics is here! Popular Chips is the first SaaS in the world to launch a global Influencer Marketing platform for TikTok. If you have included or are thinking of including TikTok in your influencer marketing strategy plan here on out, these are 4 key things you need to know about TikTok marketing.
1 – Gen Z’s Own The Game
So it’s best not to try and beat them at it. Any marketing strategy should be geared towards a specific demographic and on TikTok, age is the most important variable. Based on Popular Chips insights, the Generation Adoption for TikTok is at least ¾ in favour of Gen Zs.
What this effectively means is that Gen Zs should be a central part of any TikTok marketing strategy for it to work. By capitalising on the niche demographic and tailoring strategies / products to fit this majority, brands are able to fully benefit from the audience that is both creating and consuming content. Gen Zs speak to Gen Zs, so working with a select few to speak to the majority can be the perfect amplification tool for brand strategies.
2 – Most Creators Speak to a Local Audience
On our platform, I conducted a simple demographic search for TikTok creators that fit two categories: (1) based in the US, and (2) have followers between the ages of 14-25.
I then randomly selected a handful of creators and compared them across a specific benchmark: % of local fans. Here are the results:
If we were to look at % of local fans as a benchmark on it’s own, each of these creators reflect a positive metric. The first user @kyleexum has close to 100% local following, despite the fact that he has more than 4 Million fans in total. This insight is even stronger when the creator is much smaller.
@ashlyyyyn_, for example, has 360K, which is average for a fairly popular creator and she also draws nearly 60% local followers. Of course, the chances of this pattern recurring across countries is based on the popularity of TikTok in particular geolocations — countries like France, the UK, China and Singapore are likely to be the same.
This is good for brands who are looking for campaigns that can help them target local audiences as effectively as possible.
3 – Trends & Challenges Get Your Content OUT THERE
On TikTok, nothing exists in isolation, and the sort of content that easily penetrates the market comes in the form of trends and challenges. The ‘For You’ Page is where most of this content resides for people to see and creators use hashtags like #fyp and #foryoupage to push their videos to the forefront. Some favourites from last year include Mariah Carey’s Obsessed, Rich Boy Check (which morphed into a bunch of other ‘checks’), Renegade, Choices, Roxanne etc.
Here is an example take of the ‘choices’ challenge which generated more than 1950 Million views in total. While this video is not sponsored by Amazon (it’s just a cute idea and besides, the Amazon box is universally recognizable) we can see how easy and effective it would be if a brand were to take part in these TikTok challenges.
New challenges come up every week, which gives brands plenty of an opportunity to either ride on an existing one or create something new. A great case study to look at is the #eyeslipsface challenge by E.L.F Cosmetics from last November that creators are still TikTok-ing to today.
4 – TikTok Serves Content Based on Viewing Behaviour
At its core, TikTok is owned and operated by an AI company, not a social media network. Their algorithm is very different from Instagram’s, which means that you don’t need to be liked or shared by authoritative / large accounts to go viral.
Just one good video or challenge could spark a colossal chain of duets and reactions, all of which lead back to your profile. If the TikTok algorithm picks you, you’ll stay on the For You Page (#FYP) for weeks or months and that’s when most users are able to get followers.
In addition, TikTok’s local teams handpick accounts to be featured more on #FYP and the Discover Page even if you haven’t never interacted with a certain content/creator you will be able to see them. TikTok is an open circuit while IG is more closed (this means that IG is more affected by the content that you’ve liked and the creators you follow).
This effectively creates a loop where your brand content appears on millions of screens, simply for creating fun content. Your name and products will always be on people’s minds, which is one of the most effective strategies there is.
TikTok, On the Clock ⏰
If you haven’t gotten down to crafting a TikTok strategy, now is the best time to do it. With these 4 tools in mind, crafting something viral to thrust your brand into a space that’s barely touched shouldn’t be too hard at all.
If you’re interested in insights and influencer analytics specific to TikTok to make your next campaign as robust as possible, get in touch with us at firstname.lastname@example.org to gain access to our AI Driven Influencer Marketing Platform.