Influencers have made their way to TikTok and they’re ready to make their own way within the app and the social media influencer industry. What started as an entertainment app has quickly become an international sensation amongst younger generations, grabbing the attention of brands and marketers alike that are ready to take advantage to create new business opportunities between the most influential creators and brands that are looking for alternative methods to reach this specific audience.
A win-win for all
Reaching younger audiences has become a challenge for brands that are looking to expand their consumer base, but thanks to TikTok, a new type of influencer has emerged and there’s no one better to take on this challenge. Even though the app’s popularity is a barely at an initial stage, TikTok has managed to generate billions of users in a short amount of time, many of which belonging to Gen Z. This impressive achievement has not gone unnoticed by brands and marketing agencies that are considering it to be a great new venture for digital advertising.
Currently there is a steep price to pay if you want to advertise directly through the app. According to Ad Stage, the average cost of having a spot on TikTok is $10 USD per CPM (cost per thousand impressions). This rate goes higher than Instagram’s which is currently at $8 per CPM. Currently, influencers on TikTok are a cost effective alternative since they have not reached the rates that influencers on other platforms receive. While influencers on platforms like Instagram or YouTube can receive around $10,000 per post or video, TikTok users usually receive $250-$500 per sponsored post – a sum that is still generous considering the young age of most content creators on the platform. Thanks to TikTok’s algorithm which offers high reach rates and vast opportunities for content to go viral, this new generation of influencers can be a highly viable alternative for brands to consider. It’s also important to take into account the fact that, as a new platform, there are less advertisers to compete with, and being an early adopter or early majority can help give your brand an advantage in terms of reach.
How does TikTok differentiate itself from other platforms?
What makes TikTok appealing to potential users is that it is primarily an entertainment platform with social capabilities. This means that whatever content is put out by creators and brands must reach a high level of quality and creativity that strays away from being overly promotional. In order for ads or sponsored content to perform well and effectively, it’s important to make sure that whatever product or service that is being advertised is done so in an organic and discrete manner in order to not take away from the overall experience of being entertained. Because of this, TikTok is more so a perfect tool for brands that are looking to generate more brand awareness.
What can we expect from TikTok influencers?
Currently, the influencer market on TikTok is still primarily unchartered territory, giving influencers and marketers a chance to experiment with the tools and capabilities that the platform has to offer. This also empowers content creators to pave their own way within the industry under fairer terms, something that has been a challenge on other platforms such as YouTube. As more opportunities present themselves and ad investment within the platform and its creators grows, its probably that TikTok will tighten up its rules and policies, following in the footsteps of other social media platforms like Instagram.
Source: www.theverge.com