The last few years have seen a tremendous increase in social media platforms and engagement. Many brands are now spending big on these platforms and leaning towards influencers for more intimate (and potentially profitable) relationships with their customers. Marketers around the world plan to spend 53% more on social media next year than any other channel.
Although there is a presence of social media influencers on every platform, they are rapidly gaining traction on TikTok. According to SME InfluenceScope, which measures social media influencers, the video-sharing platform has surpassed social media-experienced Instagram in popularity for micro (10K-50K followers), mid (50K-100K), macro (100K-1M) and mega (>). . 1M) Influence representation.
And, due to the shift to short video and vertical formats, TikTok influencers have an enviable engagement rate: 10.25% of platform builders have an engagement rate of more than 20%, compared to 6.15% for Instagram and 3% for YouTube.
Brands can benefit from all this engagement if they choose the right influencer. According to Q1 2022 norms data from SME’s Brand Impact Research, U.S. influencer ads increased nine-point in both brand affinity and purchase intent compared to consumers who did not see influencer ads. Marketers are now tracking hashtags to identify the ideal audience for their influential ads.
One of TikTok’s most popular hashtags is #BookTok. It has been viewed 59 million times. BookTok features a variety of content for readers and authors, but its most popular এবং and influential ভিডিও videos are book reviews. Popular BookTok reviewer @thecalvinbooks, for example, has more than 500,000 followers and an engagement rate of 10% – three times higher than the average influencer with a similar follower base on TikTok.
Readers are flocking to BookTok to get recommendations from their favorite influencers, and these influencers can have a big impact on the brand’s book sales who interact with their high-employed-and-young-followers. About two-thirds of BookTok’s viewers are between the ages of 18 and 24.
And when it comes to maximizing the impact of influencers, age is not just a number for these young readers. Brands want meaningful interaction with influencers that appeal to General Z.
In April, Disney partnered with TikTok creators to promote a written sequel to its hit movie “Bravely” Brave. Disney has partnered with young influentials to engage its General Z audience. Melissa Beckraft has more than 1.1 million followers, which makes her one of the most prominent producers. The video he created to promote the book received about 18K views, more than 1.5K interactions, and reached 55% of the targeted Gen Z viewers.
Because of the number of social media influencers, marketers often struggle to find someone who resonates with their audience. But, by combining platform data, influencer insights, and audience behavior, marketers can adopt a data-driven approach to their effective marketing strategies that drive engagement and ROI.
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