Rising influencers on TikTok are picked for their content and not the size of their following

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 12, 2019, 9:04 AM UTC

Brands look to partner with influencers that are more self-expressive and creative.

As per Influencer Marketing Hub, 79% of brands go to Instagram for influencer campaigns. However, TikTok has surpassed one billion global downloads. Rising influencers on TikTok are primarily chosen for what they produce rather than the size of their followers.

Sarah Penny, head of content at Influencer Intelligence, said that “TikTok is the platform Gen Z are gravitating towards, it should be a focus for brand marketers.” The demand for ‘realness’ is the reason why amateur and micro-influencer content is huge on TikTok. As a result, there’s little room for sponsored posts.

However, brands are using TikTok to get a “cut-price” rate on campaigns. This has made it difficult for creators on the platform to determine their worth or make money unless a company facilitates it.

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