The power of content creators on TikTok

To celebrate the launch of our content creator offering, we’re exploring the power of content creators and how effective they can be on TikTok, giving our top tips on how to manage successful partnerships across social media channels.

What is a content creator?

A content creator, also commonly referred to as an influencer, creates digital content to connect an audience to a particular brand. This is typically through the form of video and is growing in popularity on platforms such as TikTok, YouTube and Instagram.

Content creators produce content regularly, growing a loyal fan base. When this fan base/audience is large enough, they charge brands to review products on the premise that the followers will likely buy the product that has been used by the creator, because they aspire to be like them or trust that they are giving honest and credible reviews.

Interestingly, studies show that 1 in 5 people aged between 18-54 have made a purchase based on a content creators’ recommendation in the past three years (Shopify, 2023). This demonstrates that creators are a must for brands.

What are the benefits?

Running a campaign with content creators allows you to benefit from reaching a new audience through a trusted channel. The content creators will have been producing consistently viral content and have an audience ready to consume their next video. This tees up a brand to be in the right place at the first time.

It also allows a brand to generate creative that is tailored to the platform, yet doesn’t need to adhere to any brand guidelines as it is posted on the creator’s channel. This allows for more creative freedom for the brand and content is more likely to be widely shared, viewed and engaged with.

How we can help

Our offering at S&T involves selecting the appropriate content creators based on your brief. We will work with creators directly to ensure the brief is delivered on time and in budget. You will receive a number of content assets based on your budget and these can be shared by your brand or the creator themselves.

We recommend using around 4-8 influencers for your first campaign and looking at this as a long term strategy with campaign bursts throughout the year.

If you’re interested in learning more about our offering or content creator campaigns get in touch with our Paid Social Lead, Helena Taylor.