How creators use TikTok

In 2024, TikTok exceeded one billion users, establishing itself as one of the most influential entertainment platforms in the world. Thanks to its personalized “For You” page, its viral trends and its creative content, TikTok has become a privileged place for brands that want to collaborate with creators in order to generate interest in their products. This guide takes you through the key statistics that brands can use to optimize their designer marketing strategies.

How do creators use TikTok?

Creators' activity on the platform

In 2024, half of content creators post daily on TikTok, and 70% of them post more than 26 videos or photos per month. These figures illustrate active and continuous participation, underlining the importance of the platform as a tool for creating and sharing daily.

Creators profile

Of all TikTok users, 54% are part-time creators and 26% are full-time creators, showing that the platform is not only a hobby but a real career for many of them. Creators, especially those between the ages of 25 and 44, are the most active, indicating age diversity among engaged users.

Ease of creation and tools available

TikTok is perceived by 58% of creators as an easy platform for creation, offering a wide selection of visual and sound effects. Additionally, 52% of creators appreciate the variety of monetization methods available, which is crucial to supporting their ongoing engagement.

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Implications for brands collaborating with creators

A culture of entertainment

TikTok users are 1.4 times more likely to be interested in products after being influenced by humor in creator-created content compared to other platforms. This trend is crucial for brands when designing creative briefs, as it suggests letting creators produce entertaining content that genuinely resonates with their audience.

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Community building on TikTok

TikTok doesn't just cultivate entertainment; it builds communities. 56% of creators believe that TikTok is a platform for people like them, and 55% think that it brings people together. This sense of community is particularly palpable in niches like DIY TikTok or Booktok, offering opportunities for brands to target specific audiences.

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Confidence in creators' recommendations

A major statistic for brands is that 58% of TikTok users trust brands more after discovering them through creators, rather than through traditional ads. This indicates the importance of authentic collaborations with creators to build brand loyalty.

Strategic Considerations for Maximizing Creator Partnerships

Enabling creators' creativity

Brands need to allow creators to express themselves freely, recognizing that they know their audience better. Whether it's through a humorous story, behind the scenes content, or a unique method of filming transitions, creators know how to engage their audience.

Exploiting the viral nature of TikTok

TikTok is a platform where content can quickly go viral. Brands should take advantage of this characteristic by partnering with creators who can produce engaging content and share their products in a natural and engaging way.

Leveraging case studies to inform strategies

Case studies, such as those by f'real foods and Totino's, show how brands can use TikTok to effectively reach Gen Z by collaborating with creators. These concrete cases illustrate innovative approaches to integrating products into content that resonates with TikTok's target audience.

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Future perspectives for brands

Adapting to changes in the platform

As TikTok continues to evolve, brands need to stay at the forefront of technological change and media consumption trends. In 2024, TikTok is promoting a creative and authentic approach that requires brands to traditionally rethink advertising to embrace a more personalized and content-creation strategy.

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Investing in long-term partnerships with creators

Long-term relationships with trusted creators can lead to more consistent and impactful campaigns. By cultivating lasting partnerships, brands can benefit from creators' deep expertise on the platform and their ability to engage audiences in a meaningful way.

Using data to optimize strategies

With access to detailed data on content performance and user engagement, brands can refine their marketing strategies on TikTok. By using accurate insights, like those provided by Later Influence™ as a TikTok marketing partner, brands can plan more effective campaigns that truly resonate with targeted audiences.

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Conclusion

In 2024, TikTok is not only a platform for content creators, but a crucial arena for brand marketing strategies. Brands that understand how creators use TikTok, and who adapt their approaches to engage these creators, can better exploit the platform's potential to reach and captivate a wider audience. By taking advantage of the entertaining and community nature of TikTok, as well as the trust that users place in creators' recommendations, brands can make significant gains in visibility and engagement. Thus, in 2024, brands are encouraged to fully embrace TikTok as a core part of their digital strategies to remain competitive in a rapidly changing media landscape.