The Game Changing Impact of TikTok Influencers

TikTok is a social media platform that is closely associated with revolutionary change that it is making to the wider industry, and that extends to how users on the platform can use the algorithm as well. Brands are quickly to discovering that the advertising status quo is a huge mistake on TikTok because of the fact that this is the sort of thing that could potentially end up bringing engagement down to the floor, and that is changing how they are approaching marketing on the platform.

Influencers on TikTok have completely changed the way people perceive the industry, so much so that ones on Instagram are starting to seem dated. That’s quite shocking because Instagram was the birthplace of the modern influencer along with Twitter, but in spite of the fact that this is the case TikTok influencers are showing them up for being vapid and disingenuous. Immersion is the name of the game on TikTok, as is genuine human connection, and influencers on the platform are trying to capitalize on that.

With all of that having been said and now out of the way, it is important to note that the carefully curated personas of older influencers are starting to become obsolete. Creators on TikTok pride themselves for being authentic, and the way the platform’s algorithm works is rewarding them from that. It’s not just the algorithm that is driving this change either; users clearly wanted content of this variety but they just weren’t able to get it until TikTok came around and allowed influencers to give users what they truly wanted.
Two of the most prominent features on TikTok that help create this influencer ecosystem are the Stitch and Duet features. These features allow creators to collaborate instantly by stitching their content onto the end of someone else’s or by creating a duet with them in which both of them would shine with all things having been considered and taken into account. That can allow collaborations to occur multiple times over the course of the day, something that bumps up engagement rates and gives brands the chance to advertise in a seamless way.

67% of users on TikTok said that they liked how relatable their favorite content creators were. This shows a clear shift from aspirational influencer culture, in which everything was sanitized and glossy, to a more authentic aesthetic. People are quickly tiring of how unattainable the influencer lifestyle seems, and they are eager to watch content that represents a true view of life in the modern world.

It’s not just trust that TikTok influencers are winning either. They are also creating content that most users find to be entertaining. 64% of TikTok users said that they found the content they watch to be entertaining. That makes sense since they would not want to spend so many hours watching it if it wasn’t.

TikTok poses a double threat to both Instagram and YouTube by turning into a hub for influencers along with content. It will be interesting to see how this paradigm shift continues to change the industry, because the changes we have seen so far might only be the starting point. Social media could look very different ten years from now thanks to TikTok.


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