TikTok is all the rage, but is it the right choice for marketers? According to eMarketer, it will be soon if it isn't already -- especially if you're trying to reach influencers:
- In 2020, 36.0% of US marketers used TikTok for influencer marketing, a 33%growth from the prior year. That number rose slightly to 42.0% in 2021 and will continue to rise to the end of our forecast in 2025, as TikTok continues to close the gap with Facebook for influencer marketing use.
- Only Instagram and Facebook beat out TikTok's popularity among influencer marketers. More marketers plan to use TikTok than YouTube, Twitter, or Snapchat in 2022.
- While brands are still pinpointing their TikTok marketing strategies, the app is popular for use on an experimental basis, in combination with campaigns on more stable platforms like Instagram and Facebook.
(Sara Lebow, Jan. 19, 2022, eMarketer)
This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.