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TikTok Influencer Marketing: The app overtakes Facebook and YouTube?

Why companies should turn to TikTok for influencer marketing now.

Influencer Marketing TikTok? Until now, the target marketing measure was mainly known on the Instagram platform. But new studies show that the relevance of TikTok influencers is growing rapidly. We’ll explain how the app is now overtaking even Facebook and YouTube and what that means for companies and marketers.

Influencer Marketing TikTok: This is why the app is catching up

TikTok has long since left behind its reputation as a dance app for young people. More and more companies and marketers understand the relevance of short videos (so-called short video content) and therefore increasingly rely on TikTok influencers to promote their own products and/or services.

While it used to be mainly Facebook and YouTube that received the money for influencer marketing, it now almost seems as if TikTok has taken over from the two giants. Alright, it’s not quite there yet. But a study by Insider Intelligence clearly shows that the short video app and, above all, TikTok Influencer Marketing are in the fast lane.

A study by Insider Intelligence shows the rise of TikTok

It should be noted in advance that these are figures from the USA. However, these can generally be applied to the German market with some delay.

TikTok Influencer more relevant than ever before

The study by Insider Intelligence clearly shows that Instagram is still in the lead when it comes to relevance and the associated expenditure with regard to influencer marketing. At the same time, however, the forecast also shows that TikTok could overtake Facebook this year in terms of the sums invested.

This is not very surprising, because Facebook as an influencer marketing platform has not been relevant for quite some time. However, it is all the more surprising that the forecast also shows that TikTok influencer marketing could have caught up with YouTube by 2024.

YouTube is considered the “mother platform” of influencer marketing and was the cornerstone of relevance for Instagram influencers. This makes it all the more clear how great TikTok’s successes are.

Influencer Marketing TikTok: What we recommend

Instagram is still ahead of the pack when it comes to influencer marketing. So all companies and marketers who have primarily relied on this platform so far can take a breath. Nevertheless, if you look at how quickly TikTok has caught up with Facebook (and soon YouTube), you should definitely keep an eye on the platform – especially when it comes to TikTok influencers.

To continue to be successful in influencer marketing and get your products to men and women, here are our recommendations and tips:

TikTok Influencer Marketing not a trend

Yes, the social media world is fast-paced. Yes, platforms come and go. But trust us: TikTok will stay. At least long enough to be worth investing time and money in.

So don’t see TikTok as a trend for young people, but recognize the targeted advertising and marketing measures behind it. The excuse “My target group is just not that young” hardly counts anymore. In the meantime, almost every age group can be reached via the app. 

Rely on Instagram and TikTok Influencers

Instagram is clearly ahead of the pack. Nevertheless, TikTok influencers are catching up. If you want maximum success for your marketing, why not start a campaign that uses influencers on both platforms?

If the goal is clearly defined beforehand, we are sure that you will certainly achieve completely new, positive results with dual platform play.

Implement short videos in your own marketing strategy

We have already reported several times on the relevance of reels on our blog. But not without reason, because the short videos are THE way to attention and reach. And where did they originate? That’s right, on TikTok. 

Don’t shy away from the app because every business has a story to tell that can be packaged into a few seconds of video. TikTok Influencers are true professionals in this field and will help you achieve more reach and (in the best case) more sales.

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