What Do These Stats Mean for Brands Who Want to Partner With Creators on TikTok?
Based on our insights, there are three key takeaways for brands to keep in mind when it comes to planning their creator partnerships this year:
#1: TikTok Remains a Culture of Entertainment
Users are 1.4x more likely to credit the humor in creator-made content as motivation for their purchase interest¹ than they are for creator content on other platforms.
And creators love to take part in the fun too, with their ultimate goals being: to have fun (45%), to entertain people (44%), and to earn enough for it to be their full or part-time job (40%)¹.
So when brands brief creators, remember to let creators create.
They know their audience and how best to entertain them — whether it’s via a humorous story, BTS content, or a unique way of filming transitions.
CASE STUDY SPOTLIGHT: Discover how f’real foods used ’s influencer marketing platform to create TikTok content that’d resonate with Gen Z. Read more.
The proof is in the pudding: 56% of creators say the platform is for people like them¹, and 55% say it brings people together.¹
In fact, many creators point to the “joy of creating,” which can include: documenting personal experiences or exploring a hobby or passion.¹
And we see this throughout the platform — from communities like DIY TikTok and BookTok.
This is great for brands who want to tap into (or reach) niche and hyper-specific audiences.
The sky’s the limit.
#3: Users Trust Creator Recommendations on TikTok
This one’s major: 58% of TikTok users say they’re more likely to trust brands after learning about them via TikTok creators¹ versus when they learn about them from ads in their feed.
Our hypothesis? Creators often come across as approachable, relatable, and trustworthy — whether it’s organic or sponsored content.
So, while running branded ads on TikTok is still valuable, working with relevant creators who’ll advocate for your product can do wonders for building brand loyalty.
CASE STUDY SPOTLIGHT: Learn how Totino’s partnered with creators on TikTok to champion their Pizza Rolls. Read more.
There’s no question that TikTok has changed the social media landscape as we know it — from discovery to entertainment to conversion.
And for brands seeking to reach new audiences or drive traffic, tapping into creators on the platform is a great way to help you reach your social media goals in 2024!
With ’s in-house services team, we’ll manage your TikTok creator campaigns for you — from strategy to analysis. Schedule a call today.
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