How creators can profit from the hype on the short video platform in the long term and how companies can take advantage of it
Almost two years ago, influencer marketing was turned upside down by the short video platform TikTok. From then on, there were no longer just the classic influencers on the Instagram platform, but above all more and more so-called “TikTok creators” who became known in no time at all through their short clips in the app, which was still quite new at the time. A phenomenon that could be observed frequently in this course: Success on TikTok led to success on other platforms like Instagram. How do creators achieve this, what are the most important tips for success on both platforms, and how can companies take advantage of this in the context of influencer marketing?
Success on TikTok = success on Instagram?
What do Rene Schmock, Stomslunches and Snowslunches have in common? They are all known primarily on TikTok. They have between half a million and 2 million followers on the platform. With success on TikTok came success on Instagram over time. Despite all of this, it can be seen time and again that creators who have millions of followers on TikTok are nowhere near as well known on Instagram. Why is that?
TikTok is a platform where everyone has the chance to go viral and build up an immense following within a few weeks. One video is enough to generate a large number of views and thus followers. The only important thing is to find your niche and tie people to your account in the most entertaining way possible.
Rene Schmock has grown up on TikTok. Within a few weeks, he already had thousands of subscribers. Today, with over 2 million followers, he is one of the most popular TikTok creators in Germany. This success also brought him success on TikTok – the Göttingen native now has over 200,000 followers.
Sarina and Melissa, better known as @stormslunches and @snwoslunches, are also part of Germany’s “TikTok elite”. With their entertaining bento box videos, the twins have brought the popularity of these videos to Germany. On TikTok, the two can look forward to a combined total of almost 1 million followers. Accordingly, the success on Instagram did not fail to materialize: The likeable mothers have already generated around 20,000 followers here.
Top tips for success on both platforms
The main focus of influencers should not primarily be the number of followers, but this is nevertheless a good guideline for companies to decide with whom they cooperate. That’s why many creators strive to build up as large a community as possible on as many platforms as possible. Through TikTok, many are already succeeding in this. But how?
Use platform complementary
You’re already very successful as a creator on TikTok, but want to build a following on Instagram as well? Then try to show yourself from another side here. Here, too, you can of course use the TikTok-like function of reels. But think about what else your followers might be interested in, in addition to the short clips on TikTok. Maybe you’ll take them with you in vlog style in the Instagram Story?
Draw attention on Instagram
Your community knows you from TikTok and follows you there. But maybe they don’t even know you have an Instagram account. Use your bio on TikTok to link to your Instagram channel and include references to your Instagram account in your captions. This way you increase the chance that your followers will follow you there.
You show your funniest side on TikTok because you are a humorous person? Then keep it up on other platforms, too. After all, you’ve built up a community because they appreciate you for who you are. Keep this authenticity for other platforms as well.
Influencer marketing with double success?
Of course, companies also benefit when their selected influencers celebrate success on several platforms. Despite all this, there are of course a few things to consider for successful influencer marketing.
Especially when you look at the TikTok and Instagram platforms, it quickly becomes clear that the target groups are very different in many cases. On TikTok, the average age is often much lower. It is therefore all the more important for companies to carry out a comprehensive analysis in order to decide for themselves which target group of influencers is better suited to their goals. In doing so, they should then focus on the platform that provides the followers that “make more sense” for the company.
However, it is also important for companies to be aware that creators who have become known on TikTok often have more reach and a stronger community here than on other platforms. This should be taken into account when implementing a campaign.
Conclusion: Success on Instagram through TikTok?
A large following on TikTok can certainly lead to success on other platforms as well. The important thing for creators is not to rest on their laurels, but to try to produce high-quality content on Instagram as well and offer their followers added value.
Companies, on the other hand, should analyze all social media appearances of their selected influencers in order to find out where the target group can best be reached for their own target fulfillment.