Hello there!
So, you’re gearing up for your 2024 marketing strategy, and you’re probably wondering, "Should TikTok influencers be on my radar?"
Well, I'm about to unveil some stats and evaluate if putting your precious time and money into influencer marketing is a wise investment.
Spoiler alert: they absolutely are, and here's why.
TikTok Is Getting Popular Day by Day
TikTok isn't just a fad – it's a cultural phenomenon that's here to stay. With over 1 billion active users worldwide (yeah, you read that right), TikTok has cemented its place as one of the top social media platforms.
And guess what? It's not just for Gen Z anymore. People of all ages are now jumping on the TikTok bandwagon, making it a prime opportunity for marketers like us.
The Power of Influencers
Now, let's talk influencers. They dominate TikTok, with millions of followers hanging on their every post.
And here's the thing – they have serious influence (hence the name). When they recommend a product or endorse a brand, their followers listen.
For example:
Charli D'Amelio (@charlidamelio)
Okay, so you've probably heard of Charli D'Amelio – she's basically TikTok royalty with over 100 million followers. Charli's not just about dancing (though she's amazing at it), she's also a pro at making brands look cool.
Whether she's sipping on Dunkin' Donuts or showing off Morphe makeup, when Charli gives a shoutout, her fans listen.
Addison Rae (@addisonre)
Addison Rae is another big name in the TikTok world, with over 80 million followers. She's all about those dance moves and funny skits, but she's also a brand magnet.
From American Eagle to L'Oréal, Addison's collaborated with some major players, seamlessly weaving their products into her content.
Emma Chamberlain (@emmachamberlain)
Last but not least, let's give a shoutout to Emma Chamberlain. With over 25 million followers, Emma's all about keeping it real. Whether she's talking fashion or skincare, her fans know they can trust her opinion. That's why brands like Louis Vuitton and Calvin Klein love working with her.
These influencers aren't just racking up followers for fun – they're building communities and shaping trends. When they recommend a product or brand, it's not just another ad – it's a stamp of approval from someone their fans trust. And that's why they're such a big deal in the world of TikTok.
The Numbers Don't Lie
Still not convinced? Let's crunch some numbers, shall we? Studies show that influencer marketing on TikTok can deliver a whopping 11 times higher ROI compared to traditional digital marketing channels. Yeah, you heard me – 11 times higher.
Real-World Example: CeraVe
CeraVe, a skincare brand known for its dermatologist-developed products, saw tremendous success after partnering with TikTok influencers. Here’s how they did it:
Worked With the Right Influencers:
CeraVe partnered with influencers who were already skincare enthusiasts and had built a reputation for sharing honest product reviews. One notable influencer is Hyram Yarbro (@skincarebyhyram), a skincare guru with millions of followers who trust his recommendations.
Authentic Content Creation:
Instead of pushing traditional ads, CeraVe encouraged influencers like Hyram to create authentic content around their products. Hyram’s honest reviews and educational content about skincare ingredients helped his followers understand the benefits of using CeraVe products.
Engaging Challenges and Trends:
CeraVe also tapped into popular TikTok trends and challenges. Influencers participated in skincare routines and before-and-after challenges, showcasing the effectiveness of CeraVe products. These trends naturally attracted a lot of attention and engagement.
Viral Impact:
Hyram’s reviews and routines often went viral, reaching millions of viewers. His enthusiasm and detailed explanations about why he loved CeraVe’s formulations resonated with his audience. This viral content significantly increased CeraVe’s brand visibility.
The Results
CeraVe experienced a surge in sales and brand recognition thanks to their TikTok influencer strategy. Following Hyram’s endorsement, CeraVe products frequently sold out, and the brand became a trending topic among skincare enthusiasts on TikTok. The combination of Hyram’s authenticity and TikTok’s viral nature led to:
Increased Sales: CeraVe products flew off the shelves as TikTok users rushed to try the highly recommended skincare items.
Brand Awareness: CeraVe’s name became synonymous with affordable and effective skincare, gaining a loyal customer base.
High Engagement: The engagement on CeraVe-related content was through the roof, with users commenting, sharing, and creating their own videos featuring CeraVe products.
Authenticity Is Key
Imagine you're scrolling through TikTok and you come across a video of your favorite influencer. Instead of stopping to give a blatant product pitch, they might just casually use the product in their daily routine.
For example, if it’s a skincare product, they’ll show you how they use it as part of their morning routine. It feels natural, like something they would genuinely do, rather than a forced advertisement.
What makes this approach so effective? It’s all about relatability. When influencers share their experiences with a product in a down-to-earth, unpolished way, it resonates more with their audience.
Followers think, “Hey, if it works for them, maybe it’ll work for me too!” This personal touch builds trust and makes the recommendation feel much more genuine.
Time to Take Action
So, what's the takeaway here? TikTok influencers are not just a passing trend – they're a force to be reckoned with.
With their ability to reach millions of engaged users and deliver sky-high ROI, they should be a key component of your marketing strategy for 2024 and beyond.
So what are you waiting for? Get out there and start collaborating with some TikTok influencers – your brand will thank you later.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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