The TikTok effect on influencer marketing
CreatorIQ gave Datacenter Weekly a first look at new research that shows just how rapidly TikTok has been rising as a platform for brand-driven influencer marketing. A few key data points from a study it will release next week:
• More than half—52%—of brand campaigns tracked on the CreatorIQ platform included TikTok influencer activations in August 2022. That’s up from 31% in August 2021. (CreatorIQ works with more than 800 brands, as well as agencies and agency holding companies including WPP and IPG.)
• The volume of brand-sponsored creator/influencer posts tracked by CreatorIQ rose 76.5% year over year. (The period measured was Sept. 1, 2021, through Aug. 31, 2022, relative to the previous 12 months.)
• #TikTokMadeMeBuyIt—an organic trend about, well, consumerism that a lot of brands have been jumping on—just keeps growing and growing. CreatorIQ has seen 164% year-over-year growth in all creator content tagged #TikTokMadeMeBuyIt, and 83% year-over-year growth in the number of brands participating in #TikTokMadeMeBuyIt.
See also: “Current TikTok trends that brands can follow,” from Ad Age’s Gillian Follett.