In the social media sphere, 2022 was dominated by TikTok. Even as the government cited national security concerns about the platform, TikTok in the US saw exponential growth in the number of influencers, engagement rate, and sponsored posts. All of which makes it a channel suitable for influencer-brand collaboration.
Considered to be a disruptor in the social media space, TikTok's short-videos format and For You Page piqued the audience's interest in 2022. No denying the channel is now the hub of new social media trends, with content creators driving maximum engagement and more chances of your brand gaining increased visibility.
Let us walk you through how content creators on TikTok made all of this possible in 2022, which audience age group engaged the most, what percentage of views, comments, and likes these influencers drew, and how brands took benefit of all the trends and collaborated with these content creators for sponsored videos.
Table of Content
TikTok remained the hot favorite of females, comprising 60% of the user base. But it does not lessen its value as a platform for engaging with male viewers. They continue to make up a sizable portion of the target market for your offers and product promotions. Targeting Gen Z (16–23 years old), who account for 53.5% of influencer followers and more than half of the user base, offers brands the most opportunity. It is becoming evident that this is the new search engine for Generation Z. The Millennial share is 38.06%, about 28% less than the Gen Z share. Gen X (aged 38 and up) has a meager 8% proportion of the market.
Among all influencer categories, mid-tier influencers (50-500k) have the highest level of popularity. They have built the trust and credibility that prompts users to follow them. Followers have seen them transitioning from being nano and micro-influencers. In this journey, they have also refined the look of branded content. All of this together enhances brand recognition.
Micro-influencers have a large network of followers that share a certain set of interests, despite the fact that they haven't yet established themselves on the social media platform. Nano-influencers, on the other hand, is still a developing influencer category. Our engagement chart (3) illustrates how a partnership with nano-influencers might result in the finest conversions.
Discover top-performing content creators in your region through our Influencer Ranking page.
For a video-driven social media platform, the average views of an influencer's content determine the engagement rate. Based on that, TikTok engagement rates reveal a very interesting fact that nano influencers are more capable of reaching a niche demographic with a specific interest. For they are highly engaged, they generated an average view of 167.64%, followed by micro-influencers giving an average view of 86.34%. On the other hand, the engagement rate driven by mid-tier influencers varies between 34 % to 63%, which is comparatively less than the other categories.
Knowing that nano influencers are more engaging, TikTok in 2022 launched a new tool under the advertisement product section, in which influencers can receive money directly from advertisers. Though they have a small reach, they cover a very specific market at a cost-effective price.
Evidently, the number of influencer posts has grown over the past year as TikTok has become a more popular platform for discovering new products. The volume of influencer posts increased by 6.30% from 40,876 in 2021 to 43, 536 in 2022. Along with brands, it shows how influencers regard it as a central spot for increasing their fan bases. Influencers have a good chance of becoming well-known on TikTok, and brands have a good chance of reaching their target market. The situation benefits influencers and brands alike.
Check out our global influencer marketing report to see how TikTok will emerge as a powerful platform in 2023.
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