Whether Your Brand Should Be Working With Influencers Or Creators On TikTok
Working with TikTok creators and influencers can be very valuable for marketing campaigns and it is vital for brands to know the importance of distinguishing between TikTok creators vs influencers.
Do you know the difference, and who you should be working with?
Creators and Influencers aren’t the same!
Did you even know there was a difference between TikTok influencers vs creators?
Many people tend to use those terms interchangeably.
They’re definitely similar, but the response by consumers warrants the two different titles.
Let’s take a look at the differences between creators and influencers.
Influencers
Influencers are social media personalities who have influence over the purchasing habits of a loyal community which they have cultivated.
For example, which blender are they using to blend their morning smoothie?
Which curling iron are they using to style their hair?
They’ll usually have affiliate codes where they get a cut of each sale they’ve influenced.
Brands use influencers to share the products on their personal social channels to get them straight to their community and drive sales.
Creators
They create content like videos, photos, blogs, podcasts etc.
Content creators can be influencers too, but they don’t have to be, they don’t need this huge community to be a successful creator.
As long as creators are good at being creative, they’ll be successful.
This is because they often create content for the brand’s social channels. Brands hire them for their skills, not their following.
TikTok’s content creators often film themselves being funny and relatable, connecting with their audience through their authenticity, and brands want to replicate that for their own channels.
As a TikTok agency, we use On-Demanders, our network of TikTok creators on hand to create content for our clients!
TikTok’s content creators in particular put in heaps of time and effort to plan out, film and edit their videos no matter their niche, and that goes for whether they’re marketing something or just posting their regular content.
The rise of the TikTok Creator
TikTok’s industry-changing algorithm and online community has allowed creators to be passionate, experiment with creativity, find their niche audiences and thrive.
Now creators have a platform that thrives off authenticity, with audiences that want to see the unpolished behind the scenes of life and not the polished side that Instagram influencers tend to show.
The creators create the content that markets your product. The influencers only display it.
Molly-Mae’s ad simply displays the product she’s selling, telling her audience that she endorses it as she uses it, which will influence her followers to also purchase it.
Whereas Erika Titus is a creator.
She has a large following as a popular creator and so it makes sense to post the ad to her profile instead of the brands, but the difference in content is what gives her the ‘content creator’ title.
If this more elaborate ad is the type of content you want to advertise your brand, you want to contact creators.
Which ads should you be creating?
After TikTok’s rise, we’ve seen more content centred around relatable situations and everyone sharing inside jokes with vast trends.
As a result, consumers are turning away from the perfect influencers with photoshopped pictures of obvious ads for products, and are instead looking to funny, engaging content by people like themselves on TikTok.
Brands will need to respond to content creators having a larger, more engaged audience than influencers, but they’ll also have to work on an authentic partnership.
TikTok has bred creators, giving them the platform to be authentic and engaging, focusing on short-form videos; the most popular way to consume content at present, and brands wouldn’t be wise to ignore this.
The TikTok Creator has overtaken The Instagram Influencer when it comes to social media marketing, with creators having the most engaged audience, even if it’s smaller than the influencers’.
