While a portion of the platform’s creators are music influencers and musicians, there are a lot more influencers from a wide range of influencer niches on the platform. TikTok is not just for music and TikTok is not just a social network. It’s a global video community. And it is an app where many creators across the world now spend their time showcasing their talents. It’s a place for creative freedom and has a reported over 500 milllion monthly users.
Also, as we previously mentioned, TikTok (musical.ly) creators are perfect for targeting Generation Z. In fact, older generations are beginning to use TikTok too, which should appeal to brands across the world.
As the app began as a place where teens could share lip-synching videos, it should be no surprise that the bulk of the big-name broadcasters were music influencers. However, that has changed. There are now thousands of TikTok influencers in fields ranging from the performing arts, dance, beauty, sport, fitness, fashion, art, food, comedy and way more.
Brands from a whole range of industries can now use TikTok as a powerful platform to target consumers of different ages.
TikTok has Created a Global Community for its Users
Perhaps the most vital requirement for a successful social network is for its users to feel they are part of a community. TikTok succeeds admirably in meeting this aim. The audience who spend time on TikTok enjoy showcasing their creativity, and in the process, they build relationships with other members of that community. Even the audiences, who do not upload videos themselves, engage with their favourite TikTok influencers on a regular basis.
One of the advantages of the initial lip-synching focus was that it made everybody feel welcome and gave everyone a common similarity. It did not matter if users lacked any musical talent, their fellow users would still make them feel a sense of belonging, which has helped drive its success as a platform.
While most people initially joined the community because of their love of music, more and more people are joining the platform for other interests. Football lovers now share videos of their flicks and tricks. Skateboarders share their stylish manoeuvres. Bakers share videos of their culinary efforts in the kitchen.
Of course, talented musicians still use TikTok to showcase the world what they are capable of. The lip-synching side of TikTok still runs strong. More and more famous music influencers and celebrities are joining the platform, including Ariana Grande, who has uploaded clips of her lip-synching to her own recordings.
TikTok is Creators go Viral
One thing you should consider when picking your next influencer marketing platform is the ability for your brand to go viral on TikTok. Hundreds of the creators our influencer marketing agency collaborates with on TikTok go viral. Some do on the platform and some do off it. One of our TikTok creators, @salif_crookboyz was recently reposted by NBA Basketball player and legend, Lebron James. The video has gone on to achieve over 4.8 million views in the space of a day.
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Some of the best-known personalities on TikTok are renowned for their dance moves. Quite a few of the TikTok Top 20 include dancing amongst their primary interests. These include
- Kristen Hancher – @kristenhancher – a Canadian singer, dancer, soccer player, and actress
- Savannah Soutas – @savvsoutas – a fashion blogger, photographer, and dancer
- Jojo Siwa – @itsjojosiwa – a young model, singer, dancer, and actress, who appeared in two seasons of Dance Moms
- Mackenzie Ziegler – @mackenzieziegler – one of Abby Lee Miller’s protégés on Dance Moms
- Mackenzie Davis – @mackxdavis – a young dancer who makes lip sync and dance videos for TikTok as RaddestRedHead (and for YouTube as dancingwithmackenzie)
Your Approach to TikTok Influencer Content
TikTok is very different from YouTube and Instagram. Your campaign objectives need to be more specific if you’re looking to use TikTok as an influencer marketing platform. If you’re looking to raise the awareness of your brand, product or service then TikTok is a very suitable platform to target your audience. But to do so you need to understand what types of content work best with your audience on the platform. In doing so, your company can be seen by the optimum number of viewers.
Encourage your Viewers to Laugh
In addition, to their love for videos involving talented dancers, TikTok users also have a love for laughter.
TikTok’s fans love the comedy videos that their peers post. Comedy videos were one of the first non-musical types of videos that gained tremendous popularity on the platform.
One of the reasons for this is the natural migration of influencers from other social networks to TikTok. Smosh (aka Anthony Padilla and Ian Hecox) for instance, are well known for their funny videos, games, photos, memes, blogs and galleries online. Although they made their name on YouTube, they recognise that their fans also hang out on musical.ly (TikTok), so they have created a presence there too.
People Love Good Pranks on TikTok
Generations X and Y tuned in each week to see the Jackass crew perform zany pranks. Of course, if you were to read the fine print, each show states “do not do this at home”. Generation Z does not watch much traditional television anymore. They create, and film pranks themselves which they then upload for their friends to see.
Although today’s youngsters initially used YouTube for their pranking videos, many now upload them to TikTok as well. As a result, quite a few of YouTube’s better-known pranksters have taken the trip to TikTok.
Arron Crascall, of Dover, is one who has recently made the cross-platform move. He has quickly built a TikTok following of more than 785,000 – making him one of the biggest influencers on TikTok.
He even managed to encourage more than 13,000 TikTok users to recreate a recent prank challenge. TikTok is a very effective channel for driving user-generated content – This is something we’ve found numerous times in the TikTok campaigns we’ve conducted.
A Truly Global Video Community
Despite TikTok’s origins, it has transformed into a truly global community that includes people of all ages and interests. There has been a huge rise in people over the age of 18. Additionally, TikTok now appeals to lovers of all forms of creativity – not just music influencers and music fans. This is reflected by the growing number of creators and audiences that go to the platform to express and watch these different forms of creativity.
Indeed TikTok is making a conscious effort to widen its appeal and its working. Brands from more varied industries can look to TikTok as a credible platform to implement their next influencer marketing campaign.
To learn more about how you can get the most out of TikTok influencers, get in touch with us here.