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Brands are working with TikTok creators over Instagram influencers to engage with Gen Z.

May 21 2021

Brands are working with TikTok creators over Instagram influencers to engage with Gen Z. While Instagram used to be the go-to platform for brands’ influencer marketing efforts, Chobani, Verizon, Alaska Airlines, and SeatGeek have started prioritizing content creators on TikTok. Young consumers are constantly discovering new products from influencers (whose recommendations have a habit for going viral), and brands are seeing the opportunity for their products to garner the same viral attention as well. SeatGeek is seeing the value in video content all around, and says they’ve allocated nearly 75% of influencer budget to YouTube, 15-20% to TikTok, and only 5% to Instagram. The brand notes the most exciting aspect of TikTok is the fact that anything and anyone has the ability to go viral, and marketers can use the unique nature of the app to their advantage when developing campaigns. YPulse’s Social Media Deep Dive trend data shows 23% of Gen Z and Millennials say the top type of brand ads they prefer to see on TikTok is entertaining content sponsored by brands, and partnering with content creators is one of the best ways brands can engage with Gen Z and Millennials on the app. (Digiday)