TikTok video app is taking over the internet. The app has more than 500 million active users. The explosive growth of the app makes it interesting for influencer marketing. But what is it exactly, and how can you work with influencers on TikTok?
What is TikTok?
TikTok is a video app that allows you to create short videos of up to 15 seconds. Young teenagers in particular like to use the app to play songs, show dance moves and joke around. In addition, the app is used for challenges. The app is most loved by Generation Z, but the video service is also gaining ground within other target groups.
TikTok is the successor of musical.ly, which was taken over by a Chinese media company for more than 700 million euros in 2017, after which the users of musical.ly were transferred to TikTok, which was already very popular in China. The most important features of both apps have been merged. Although most “musers”, as the users of musical.ly were called, were initially quite skeptical about this change, the platform has experienced tremendous growth. Whereas musical.ly was only used for lip sync videos, users with TikTok have much more options, especially with regard to special effects and filters.
The power of short videos
As one of the most popular video apps in the world with more than 500 million active users, TikTok can be an excellent platform to reach your target audience as a brand. Major brands such as Coca Cola, Disney, Universal, Kit-Kat and Warner see this potential and have launched various successful TikTok campaigns.
The power of TikTok lies mainly in the interactive nature. TikTok is a platform par excellence for launching brand challenges and promoting win promotions. TikTok offers the possibility to promote challenges through hashtags. Another big advantage of TikTok is the strong focus on local content. By means of local trending hashtags you can see which topics are popular in a country or city and you can adjust your video challenges accordingly.
The right influencers can of course give the campaign a big boost. There are already TikTokkers with millions of followers. As the platform continues to grow, more and more TikTok influencers will arise who focus on different niches.
In short, TikTok is a platform with enormous potential. It offers new opportunities for influencers to put themselves in the spotlight and the fresh, positive appearance makes TikTok a perfect platform for original, interactive influencer marketing campaigns.
