Who can be an influencer? On TikTok: Anyone.

Written By Access by NKC
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Maui Babe Browning Tanning products have been sold out on sites for days. The reason? A viral video on the most popular app at the moment – TikTok. On TikTok’s platform companies have had to do little to no work to get their products promoted and bought in abundance. Beauty secrets and “hacks” receive millions of views no matter the creator, something that is not seen on other platforms. For products to get attention on Instagram and YouTube they must typically be advertised by popular influencers and celebrities. TikTok provides a platform for the everyday person.

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The most followed user on TikTok for instance, is 15-year-old Charli D’Amelio who bloomed from obscurity by posting short videos of her dancing. Videos from creators with 5 to 50 million followers will appear on anyone’s For You Page who’s interests seemingly align, making the process of getting views extremely easy. For this reason, those interested in beauty and lifestyle will view hundreds of videos a day from a multitude of creators offering their beauty hacks, recommendations, and reviews. These creators are not being paid or sponsored for the free advertisements they are giving these companies. This idea of the everyday person offering their unbiased opinions on product’s has had a huge impact on users buying decisions. These creators are seen as more relatable- because they are! Influencers on other platforms have a huge following but their relationships with companies offering sponsorship, and monetized ads is common knowledge. Their recommendations on some products appears biased to those in their base who are aware of the logistics of advertisements.

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The videos on TikTok are organic and best of all for these companies, word of mouth advertising is completely free. That’s not to say ad deals have not brought their way to TikTok. Larger creators frequently post videos with the known #ad in the caption. The monetized ads are less effective though than a typical post, as they disrupt the flow of a creator’s usual form of content. The word of mouth advertising on TikTok has caused a huge boom for many companies, who are now referred to as “TikTok products”, such as: The Ordinary, Isle of Paradise, and Maui Babe.

Report: Jordyn Kelley

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