Will TikTok Influencer Marketing be the New Trend?

Due to the impact of the epidemic, the transformation of global online consumption is accelerating. Meanwhile, with the growing popularity of short video content marketing, the development of online celebrity marketing is promoted. Especially in the entire European and American markets, the trend of influencer marketing is growing very fast. At present, it has become a new marketing battleground for various cross-border brands.

Right now global epidemics have not been effectively contained. Due to travel restrictions, more and more users are using social media as new pastimes and entertainment. Nowadays, the time spent by users on social media is gradually increasing, and this trend is likely to continue, indicating that the high usage rate of social media will gradually evolve into the norm. Internet celebrities distributed on different social media platforms will also gain more exposure opportunities and influence.

The rise of TikTok influencer marketing

As the influence of Internet celebrities expands, online celebrity products will encourage more consumers to seek relevant information about different product categories on social media platforms. The era of Internet celebrity marketing has come. This must be an important direction for marketing in recent years. As we all know, the marketing venues of influencer marketing are mainly distributed on several social media platforms such as Instagram, YouTube, and Facebook. But now, more and more people favor the dark horse, TikTok. It’s likely to surpass other platforms in the future.

TikTok allows users to create short videos with background music, creativity, and special effects. At present, TikTok’s global downloads have reached 2.5 billion, and the number of active users in the United States alone has exceeded 165 million, and it has won first place in the global entertainment application revenue and downloads list. On TikTok, you can find Internet celebrities with accurate audiences for different product categories and different countries.

Compared with Instagram and Facebook, the TikTok internet celebrity delivery model is more inclusive. At present, more and more Internet celebrities shoot short videos with storylines, interspersed with relevant promotional information in the story. This format has gradually attracted a large number of target audiences on TikTok, and it also shows that the era of exquisite posts and storyless videos have passed. The online celebrity marketing model brought by TikTok is more diverse.

Viable marketing mode on TikTok:

  • TikTok Internet celebrities create high-quality short videos, softly integrate brand/product advertising information, direct users to external links in video content, comment areas, and private messages.
  • Celebrities can use the TikTok personal account homepage (Bio ) to place product/shop links. 
  • Internet celebrities can participate in the TikTok Challenge, place brand or product keywords, and add the hashtag “#”, which is also extremely effective.

Also, influencers can use live streaming on TikTok to shorten the time of monetization. Selling products directly on TikTok is not far away.

TikTok live streaming is on the way

 In October 2020, TikTok cooperated with Shopify to allow some accounts to open purchase links. On December 18 of the same year, TikTok USA and Wal-Mart cooperated and launched the first live streaming for shopping. Products from local American brands was showcased by 10 TikTok influencers. On March 26, 2021, TikTok launched the second live streaming for shopping.

The cooperation between TikTok and Shopify was initially only open to merchants in the United States. On February 24, 2021, TikTok officially announced the expansion of its partnership with Shopify to the UK market to help Shopify in the UK create and operate short video advertisements through the TikTok platform.

In the Southeast Asian market, TikTok is also making rapid progress. In early 2021, TikTok’s Indonesian live studio also launched a shopping cart to support users to jump to Shopee for shopping. The shopping cart function will be fully opened in the third quarter of 2021 presumably.

Advantages of TikTok celebrity marketing

  • High economic efficiency. Compared with other social media platforms, it’s easier to get huge traffic on TikTok. And celebrities don’t have to pay to get buyers, but directly turn their fans into customers.   (The average click price of   Amazon ads fluctuates in the range of 0.5 to 1 USD/time, and the average ACOS (Average Advertising Cost of Sale) of sellers on the platform is 34.42%. In other words, if the seller’s ACOS is 25% and spend $0.25 on advertising, he can get $1 in sales.)
  • Excellent user engagement. The fans of TikTok Internet celebrities are more active than ones on other platforms, even if the content of low quality can easily get millions of views. As long as small sellers make good video content, they can still quickly attract fans and drive product sales.
  • Attract private traffic. Due to TikTok’s unique algorithm, in addition to pushing the goods to their private domain traffic, Internet celebrities will also enter a larger traffic pool to attract more potential users. 
  • More interactive. Live broadcasts have a stronger purpose of stimulating user consumption, and can better test the seller’s demand. The TikTok live broadcast will bring goods through online celebrity marketing, which will also more effectively arouse users’ desire to buy.

From the current point of view, TikTok is working hard to promote the improvement of its e-commerce ecosystem step by step. Before it forms a closed commercial mode, we should be ready to seize the chance to turn TikTok traffic into money. If you want to make money on TikTok, butt you don’ have an online store now (or it’s better if you have your own store), you still can sell products online, just turn to platforms like WED2C which provide store building, sourcing, shipping, and after-sale services for you to turn traffic into money directly.