Can Influencers Thrive on TikTok?
Graphic by Margeaux Rocco. Images via @brittanyxavier and TikTok
Instagram blogging no longer makes the cut for Gen Z. Recently, TikTok’s 60-second videos have been expanding the influencer sphere, bringing a new wave of marketing centered around “challenges” and consumer engagement.
While bloggers such as Marianna Hewitt and Chriselle Lim are using TikTok in a manner similar to Instagram with beauty routines, outfit of the day videos and clips of their children and family members, TikTok’s viral essence separates these posts from Instagram.
According to Oberlo, TikTok has 500 million active users worldwide and users spend about 52 minutes on the app each day. A typical user is between the ages of 16 and 24, and 68 percent of users watch videos while 55 percent post videos.
“I really don’t think [TikTok is] that deep. I think the whole point of it is that it’s lighthearted and relatable,” says Northwestern senior and TikTok ambassador Izzie Bienen.
That being said, Bienen does not think TikTok will be as good of an influencer platform compared to other social media forms, as planned videos that appear overly curated do not tend to be popular.
However, she explains that what would work well is presenting influencer content – from makeup to sneakers – in a nontraditional way, such as with a cool song, aesthetic and theme.
Blogger Brittany Xavier is an example of how quintessential fashion bloggers on Instagram can fit into the TikTok sphere. Creating a successful TikTok as an influencer requires a creativity that goes beyond planning outfits and poses. Xavier’s TikTok videos feature her jumping into new outfits to the beat of a song, as well as an attempt of the viral “Oh na na” foot challenge.
@brittany.xavier When u have a 12 year old daughter and u just join TikTok #fy #foryourpage #dance #thatssotiktok jadyn.xavier anthony.xavier
♬ BDASH Breathe - bdash_2
@brittany.xavier 9 colorful mom and daughter looks jadyn.xavier ❤️ #fashion #lookbook #whattowear
♬ Colors - 스텔라장 (Stella Jang)
Although TikTok isn’t “like” and follower-based, as users can scroll through TikTok without following anyone due to the app’s algorithm that generates videos based on previously watched, liked or shared videos, brands are starting to notice the viral app.
The app has an addictive nature with its autoscrolling, use of music and dancing and meme content. Unlike Instagram, it’s less about aesthetics. Instead, it’s about content creation. This makes video challenges the center of the social media platform.
Recently, Elf Cosmetics created the hashtag #EyesLipFace, which offered $250 of products to the best dance. This spurred over a million videos, the most ever created for a TikTok campaign, according to Vogue Business. Even Ralph Lauren created a campaign on TikTok for the U.S. Open last August, offering free apparel to their favorite videos that used the hashtag #WinningRL.
Although TikTok can serve an influential purpose, since it focuses more on themes and trends, the app may weaken the role of individual fashion and beauty influencers. With TikTok, anyone who makes popular content could be asked to promote Nike’s latest shoes or Beyoncé’s new line, regardless of their blogging experience. Although it’s unclear how much the kids who make up the TikTok Hype House get paid to make videos, it’s quite evident that if done correctly, brands can use TikTok to advertise their products.
Unlike Instagram or Facebook, TikTok has a candid, spur-of-the moment feel. The app encourages users to add videos. To be cool on TikTok is to participate – it’s okay to be a little silly.