TikTok for Influencer Marketing

Article: “Marketers increasingly turn to TikTok for influencer marketing” -https://www.emarketer.com/content/tiktok-influencer-marketing

eMarketer makes it clear that TikTok is becoming an unquestionable force in a marketer’s toolkit. 

As a novice in the digital marketing space and someone who a) does not have TikTok and b) is trying to minimize social media use, I was unaware of the importance of TikTok in marketing.  That said, I am also no expert in influencer marketing, and to understand the significance of this article, looked more into the broader industry.  Per “influencermarketinghub.com,” influencer marketing was a $13.8B industry in 2021, with businesses seeing a $5.78 ROI for every dollar spent on influencer marketing.  These numbers provide a compelling argument for why I should understand this! 

Two-thirds of U.S. influencer marketers plan to use TikTok in 2022.  At this point, only Instagram and Facebook are ahead of TikTok in terms of popularity among influencer marketers, with Youtube, Twitter, and Snapchat forecasted to lag behind TikTok in popularity in 2022.  In just 2020 alone, there was a 33% increase in US marketers using TikTok for influencer marketing, at 36%.  That number rose to 42% in 2021 and is forecasted to rise through 2025 and close the gap with Facebook. It is predicted that by 2025, 54.9% of marketers will use TikTok influencers and 66.4% of influencer marketers will use TikTok.

Currently, Instagram and Facebook are viewed as stable platforms vs TikTok as an experimental platform and thus marketers are utilizing TikTok in conjunction with a more stable platform.  I am curious how the TikTok platform will evolve against the market leader, Instagram.  I'd also like to understand the demographic reach of various social mediums, and will explore this in a future blog post.