An Introduction to TikTok and Influencer Marketing

July 26th, 2020

Influencer Marketing

3 min.

What is TikTok? 

In 2016, TikTok was first launched in China by tech company ByteDance. A year later, ByteDance acquired a similar app, which they decided to bring together with TikTok to create one product which would increase its reach globally.

TikTok is now the leading destination for short-form mobile video. Users can create and upload their own videos where they can lip-sync, sing, dance, and/or talk. Videos can be up to 15 seconds in duration, or creators can combine videos to form 60 seconds of seamless content. 

Why is TikTok so popular? 

TikTok is the fastest growing social media platform in the world. In particular, TikTok has grown in popularity among Generation Z who are frequently creating and sharing content. As of 2019, TikTok had 800 million active users worldwide, but what makes TikTok so popular?

Thriving off trending hashtags, comedic skits and challenges; the content produced by its creators is incredibly entertaining and quickly becomes viral. The main attraction of TikTok is the ability to post about almost anything – humour, fitness, dance, music etc. This attracts a variety of users. 

How brands can incorporate TikTok within their influencer marketing strategies

The top creators on TikTok have tens of millions of followers to their accounts, which makes them incredibly significant for brands who want to interact with hard-to-reach demographics. These creators have engaged audiences who are looking to absorb any content they post. 

Many brands are successfully teaming up with TikTok creators to produce short-form video content which promotes their offering to its target market. Brands can sponsor a post or live stream. Collaborations with creators can also include hashtag challenges which are a way of getting audiences to participate and interact with the content.

Working with TikTok creators

Most importantly, because TikTok is relatively new, many brands will benefit from tapping into creators’ expert knowledge to understand what appeals to the target demographic. Creators understand the space on TikTok more than anyone; they know what their followers want to see and what will generate the highest levels of engagement. Handing over creative control to the influencer during a campaign has proven to achieve a greater impact. 

How can The Viral Group help your brand?

The Viral Group have their own TikTok offering that help brands navigate this space. Our understanding of the platform, and relationships with its Creators, means we are the go-to agency for brands looking to make an impact. 

The Viral Group’s TikTok talent deck showcases a diverse range of Creators from teens and pets to parents and families. We can provide the right Creator which fits the brand and reaches the target audience. 

To view The Viral Group’s TikTok talent deck feel free to contact