Social media platforms have experienced impressive user and engagement growth the past few years, and many brands are spending big on social, turning to influencers to make more personal (and profitable) connections with consumers. In fact, global marketers say they plan to increase their spend on social media by 53% in the next year, more than any other channel.
While social media influencers are engaging audiences across all platforms, their presence has gained traction relatively quickly on relative newcomer TikTok. According to Nielsen InfluenceScope, which measures social media influencers, the video-sharing platform has overtaken social media veteran Instagram in popularity for Micro (10K-50K followers), Mid (50K-100K), Macro (100K-1M) and Mega (>1M) influencer representation.
而且，由于视频向短视频和垂直格式转变，TikTok 有影响力的人拥有令人羡慕的参与率：该平台 10.25% 的创作者参与率超过 20%，相比之下，Instagram 为 6.15%，YouTube 为 3%。
对于选择了正确的影响者的品牌来说，所有这些参与都意味着巨大的机遇。根据尼尔森品牌影响力研究2022年第一季度的数据，在美国，与没有看到影响者广告的消费者相比，影响者广告在品牌亲和力和购买意向方面都提高了9个百分点。为了找到影响者广告的完美受众，营销人员正在追踪标签。
The hashtag #BookTok, for instance, is one of the more popular hashtags on TikTok, garnering 59 billion views. BookTok features a variety of content for readers and writers, but its most popular—and influential—videos are book reviews. Popular BookTok reviewer @thecalvinbooks, for example, has over 500,000 followers and an engagement rate of 10%—three times higher than the average influencers with a similar follower base on TikTok.
读者蜂拥到 BookTok 获取他们最喜爱的有影响力者的推荐，而这些有影响力者如果能利用他们高度参与的年轻追随者，将对品牌的图书销售产生巨大影响。BookTok 的受众绝大多数是 Z 世代，近三分之二（65%）的受众年龄在 18-24 岁之间。
要想最大限度地发挥影响者的影响力，年龄对这些年轻读者来说并不仅仅是一个数字。对于希望进行有意义互动的品牌来说，找到一个能吸引 Z 世代受众的影响者是关键所在。
In April, Disney partnered with TikTok creators to promote “Bravely,” a written sequel to its hit movie Brave. To engage with its target audience of Gen Z readers, Disney collaborated with influencers who appeal to younger readers. Melissa Becraft, for example, has a follower count over 1.1 million, making her one of the most influential creators in the campaign. Her video promoting the novel garnered approximately 18K views and more than 1.5K interactions, with 55% of views reaching the target Gen Z audience.
社交媒体上充斥着大量的影响者，营销人员很难将自己的品牌与能引起特定受众共鸣的个性联系起来。但是，通过将平台数据、影响者洞察力和受众行为相结合，营销人员可以对影响者营销策略采取数据驱动的方法，从而提高参与度和投资回报率。
For additional insights, download Building better connections: Using influencers to grow your brand
