TikTok has predictions you need to hear. By examining creator content, hashtags, and comments, TikTok has taken the pulse of its social community and synthesized its findings into a report full of useful insights.
Usually, TikTok releases a trend report annually, but this year, the short-form video channel released its first mid-year report to provide more actionable intel to brands and influencers. Wondering about the key findings? Here’s what you should know:
Creators hook buyers
TikTok’s latest report shows just how effective creators are at piquing a customer’s interest. By sharing compelling content featuring a product, consumers want to know more. TikTok’s report shows 45% of users research a product after being introduced to it by an influencer.
The brand has also seen two hashtags, #TikTokMadeMyTryIt and #TikTokMadeMeDoIt, rise in popularity, further proving how much sway creators have over consumers buying behavior.
IZEA’s research also shows 50% of consumers have purchased a product after seeing an influencer use it. In other words, influencers not only spark research but can push consumers to buy.
What it means for creators: Your ability to “influence” your audience is your superpower. As more brands turn to influencer marketing, you’ll likely have more collaboration opportunities, but be selective. You could lose your power if you accept every offer. Work with reputable brands that share your values, and always create authentic content.
What it means for brands: Working with creators is an ideal way to connect with a new audience. Since consumers are prone to researching products that creators mention, a collaboration presents a great opportunity for brands to introduce their products and jumpstart awareness in a new group of prospects. Work with influencers to create content that feels genuine and relatable. Authenticity is key to driving consumer trust and interest.
Actively engage with the community by responding to comments, sharing user-generated content, and participating in trending conversations and challenges.
Brands expand beyond their niche
In most influencer campaigns, brands lean on creators within their niche. A cosmetic brand typically partners with a beauty influencer, for example, while a home decor brand usually collaborates with an interior designer. It makes sense. Brands work with influencers who have industry experiences and share their target audience.
However, TikTok’s report shows brands are straying from the norm. Realizing that creativity reigns supreme, brands make unusual partnerships that result in surprising yet delightful content.
What it means for creators: Many creators reach out to brands they’d like to work with. As you compile your list of potential partners, don’t be afraid to consider brands that are outside your niche. Draft an outreach email that explains why you’re a good fit for the brand.
What it means for brands: By stepping outside traditional influencer niches, brands can create innovative and unexpected content that resonates with a broader audience. This can lead to higher engagement and virality.
Collaborating with influencers from different fields brings fresh perspectives and ideas, resulting in more diverse and creative content.
Consumers respond to content that spans generations
Move over solo acts, consumers are crushing on generational duos. Think mother-daughter cooking channels or DIY renovators who bring their kids along to help.
What is it about generational content that has TikTokers so intrigued? For starters, it’s heartwarming to see, say, a grandmother pass down a recipe to her granddaughter, but the storytelling component is powerful, too.
TikTok’s report shows that 56% of users say storytelling is best done on the platform, and generational content supports that trend.
What it means for creators: Work on improving your storytelling skills. Invite your grandparents, parents, and kids to participate in content on occasion. Lean into your natural family connections and showcase your interactions.
What it means for brands: Prioritize influencers who are skilled storytellers and can weave compelling narratives around the brand’s products.
You might assume that TikTok, a channel known for its short-form video, might not be a viable place to tell a story. Toss your assumptions aside and think of ways to tell bite-size stories that resonate with your audience and speak to multiple generations. Develop campaigns that highlight family traditions, the passing down of skills or recipes, and the shared use of products across generations.
While TikTok’s report does offer creators and brands guidance, the overarching takeaway is to embrace “creative bravery.” In other words, consumers are hungry for content that pushes the boundaries and connects with them in new ways. So, as you move forward in your influencer marketing journey, don’t be afraid to produce something fresh and relevant. Push boundaries. Partner with off-brand influencers. Brainstorm campaigns that focus on engaging customers, not making a sale. By doing so, you’ll elevate your influencer marketing campaigns on TikTok.
Influencers:
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Marketers:
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IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
