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Some brands, including P&G and Dunkin are working with huge names like Charli D’Amelio / TikTok
After a lockdown-fueled rise in popularity, influencer spend is booming on TikTok So, what do brands – and their agencies – need to know about partnering with creators on the burgeoning platform?
In the last 24 months, Bytedance-owned short video platform TikTok has hit the 100 million daily user mark in Europe and grown its subscriber count by 800% to reach the same number in the US. In China, sister app Douyin is used by 600 million people each day.
The numbers speak for themselves: TikTok is popular, and it’s spawned a new era of ‘micro-entertainment’. From Sea Shanties to baked feta pasta recipes, make-up tutorial activism to dance compilations, the app’s secret sauce lies in short form content that doesn’t take itself too seriously, a familiar self-directed friends feed and an exploration hub powered by algorithms.