Latest ranking! What new trends are revealed by the changes in overseas influencer marketing platforms?

Recently, Insider Intelligence, a market research company, released the latest "2022 Influencer Marketing Data Report", which includes statistics based on the investment and actions of brands in influencer marketing on Facebook, Instagram, YouTube and TikTok, and on the influence of influencers. The future development trend of people marketing is predicted.

01

Highlight core data

One of the most noteworthy is that at the moment, TikTok has surpassed Facebook to become the third-largest social media platform for brand influencer marketing spending (the first is still Instagram, and YouTube ranks second).

At the same time, Insider Intelligence also predicts that by 2024, the proportion of brands choosing to conduct influencer marketing on TikTok will surpass YouTube, making TikTok the second largest influencer marketing platform.

That is to say, in terms of overseas influencer marketing, TikTok will become more and more favored by brands and become an important position.

So, what is the reason behind it?

02

Why are brands more and more willing to choose TikTok for influencer marketing?

To understand this question, we first need to understand what influencer marketing can bring to the brand.

Precise target user coverage: By cooperating with specific influencers, the brand can accurately reach her fan base with its own marketing content. As long as you choose the right celebrity to cooperate with, it is equivalent to eliminating the key step of screening the audience. Using an influencer data monitoring and comparison tool like FindInfluncer can help brands quickly view influencer creation data, fan data and content performance.

Direct content reach: Fans will become fans only if they recognize the content of the influencers. Therefore, through marketing through the cooperation of influencers, the brand content can gain the natural "trust" of the target group, and the products or services endorsed by influencers will also be more effective. Easy to impress fans.

On top of the above two advantages of influencer marketing, TikTok also adds the following two unique advantages:

Users of the TikTok platform have common purchasing habits. The famous hashtag #TikTokMadeMeBuyIt has generated 2.07 billion views, all of which are displayed in short videos.

TikTok's complete e-commerce functions can be directly converted. After "planting grass", you can directly click on the link to buy on the site. The TikTok store, which is in the same vein as the domestic Douyin "Little Yellow Car", can help brands cooperate with celebrities and directly in the site. Embedding product links in the content of influencers directly contributes to conversions.

Therefore, the TikTok platform ecology is more and more suitable for brands to carry out influencer cooperative marketing.

03

How to find the right TikTok influencer to collaborate with?

TikTok influencer marketing is very effective and has unlimited future prospects, but the premise of everything is to find suitable influencers to cooperate with. Through the following steps, it can help you quickly lock the matching influencers:

☆ 01 Know yourself and the enemy: Identify your own audience characteristics and judge fans' preferences

First, brands need to determine whether their target audience is concentrated on the TikTok platform. Because although the number of TikTok users has been expanding, in general, the age of active users on TikTok is concentrated in 18-24 years old. Secondly, you need to find the influencers who have overlapping interests with the target audience of the brand, and determine whether their fan groups overlap with their own target audience.

☆ 02 Identify niche topics and get a list of suitable celebrities

Another major feature of TikTok celebrity marketing is that it does not pursue "big and comprehensive", but goes deep into "niche topics" to more vertically and deeply influence a small wave of people.

For example, "beauty makeup" is a large scope. On other social media platforms, a celebrity may only have the label "beauty makeup artist", and the people who follow her include men and women, fat and thin, tall and short. ...The number of fans is huge, but the range of topics is also very wide. Such celebrities can recommend skin care products today, and may recommend grooming tomorrow, but they are not very sticky to fans.

But on TikTok, people may be more willing to pay attention to “beauty experts” with more detailed labels such as “plus-size black girls”, “freckled boys” or “hot moms with 3 children”. Because the more labels they have, the more like fans themselves, the more suitable and credible the products or methods they recommend.

Therefore, your brand also needs to clarify its own niche topics, so as to screen for suitable influencers to cooperate in a smaller scope.

It doesn’t matter if you don’t know how to look for it. First, search for industry keywords on TikTok, such as “Beauty”, and you can see what kind of niche topics are currently popular among related hot topics, and you can choose the ones that are more suitable for your brand.

After clarifying the audience and niche topics, you will put together a list of candidate co-operative influencers. How to choose a more suitable one?

Using an overseas celebrity data screening and comparison platform like Find Influncer, you can easily compare them as a whole, and screen out more suitable celebrities for your brand from multiple dimensions such as fan portraits and content data for cooperation.

Epilogue

The Insider Intelligence report also pointed out that influencer marketing support with smaller followings has been growing rapidly in terms of influencer marketing spending. In 2022, spending by "nano celebrities" will increase by 220.5%, while spending by "super celebrities" (reported by ≥ 1 million followers) will only increase by 8.0%. This is due to the stronger stickiness, greater trust, and better conversion effect between celebrities and fans with a small number of followers.

Therefore, when brands choose overseas influencers for cooperation, they should conduct careful comparison and screening of influencers to discover more "nano influencers" that are more suitable for their own brands. On the one hand, it can reduce the marketing budget, and on the other hand, it can improve the marketing effect.

If you are interested in the functions mentioned in the article, such as the comparison of influencers and the data insights of influencers, please leave your contact information, and we will arrange a special person to get in touch with you.