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Influencer marketing in TikTok TikTok partnerships and the spirit of the platform Chipotle ELF Cosmetics GymShark Overview10 min read
A couple of years ago in Beijing, today’s social media giant was launched by ByteDance company and it quickly blew up the social network. TikTok stands up for its short mobile videos maximum of 60 seconds. For example, in October 2018 this app was the most downloaded in the Apple Store over the world and in the US it has been downloaded more than 80 million times.
In October 2019 this social media had almost 1 million active users. According to the statistics, it is obvious that the popularity of TikTok has been increasing extremely. However, it hasn’t yet become a kind of marketing giant, as other platforms. In comparison to Instagram or Facebook, TikTok – still a field to discover. Marketers working on better instruments to catch the very core of the platform, and its potential for the promotion. 
Influencer marketing in TikTok
There are plenty of celebrities that hang out in this application and they also make a great contribution to the development of the app’s popularity. There is a connection between famous people that have different partnerships and this app.
As a result, they always promote the application to people from various regions. An outstanding example of this is Jimmy Fallon’s interest in using the app. He kicked off challenges on his own show throughout the medium of the TikTok platform elaborating #TumbleweedChallage.
Another example is the partnerships in Japan. The application is connected with many famous people like Kinoshita Yukina, Watanaba Naomi, etc. The app uses celebrities in order to be promoted by them by means of their popularity and they also can generate viral content.
Because the celebrities not only post content on the platform but also deal with promoting TikTok on other social media such as Instagram, Youtube, Twitch, etc. In conclusion, TikTok is on the right track of its prosperity today. There are plenty of brands that turn to TikTok in order to develop exponentially their marketing reach on social media.
TikTok partnerships and the spirit of the platform
Before talking about how TikTok functions in respect of marketing and business it is vital to note that the application is closely bound up with the younger generations and the bulk of customers are from the Gen Z and Millennials. Taking into consideration the fact of such rapid growth, in front of many brands open the doors of a lot of opportunities for activating influencer marketing campaigns on TikTok.
As the advertisements on social media is a key to resolve for small and SMBs(small-sized business) so TikTok platform is ideally suited to drive your business. Almost all ads of TikTok function perfectly for these types of business due to the fact that the companies can participate in the user’s experience. In other words, all messages of the brand are delivered to users without any disturbance for overall view.
Because of lacking pop-up ads and videos that we cannot skip on the TikTok platform. In addition, according to the words of the users of TikTok, they wouldn’t mind seeing brands and contemplate their ads without skipping after some time. Let’s say that users are willing to collaborate and interact with the brands that make the offers. 
The companies also have the potential to get famous by creating short videos. You can make a really interesting content plan and build your own strategy of developing for your business and there are a lot of ways to realize it. But also there are a pair of aspects that you should consider.
One of the important things is engaging with the right person. Before starting collaborating with any user, you have to find out about the influencer’s profile and learn it more thoroughly. That’s not so complicated, considering that the application caters us to public metrics such as hearts, shares, comments, and even an account´s followings. So, let’s take a look at some examples of successful partnerships.
Chipotle
The extremely popular challenge is named #ChipotleLidFlip. A Slovak-born influencer David Dobrik kicked off the performance of an acrobatic flip of a burrito bowl’s lid. He reached more than 600, 000 views and he is considered to be the right person to participate in different brand’s challenges.
@_brookesanchez #ChipotleLidFlip i “uber ate” chipotle just so i could do this challenge around my school..
ELF Cosmetics
Another one is collaborating with ELF Cosmetics with TikTok influencers to promote their product through the use of songs in their own videos. The famous company involved the elaborating of an original song with the name of ´´eyes lips face´´ to go alongside the brand’s hashtag challenge. The song instantly became viral not only on TikTok but other different platforms such as Instagram and YouTube. And this song boosted the other famous people and users to continue promoting as well.
@brooklyn.cavanaugh process of my tongue piercing healing #WIP #fyp #blowthisup #foryoupage
In addition, the ELF Cosmetics company developed its music video to coincide with the release of the song in full.
GymShark
Another one brand which applies to TikTok is Gymshark that always creates unique content and engages with plenty of right influencers in the field of fitness and dance. This caters the Gymshark company for catching the attention of a large audience on the TikTok platform, using the its own hashtag #gymshark66. GymShark has elaborated ´´stand up challenge´´ with one popular TikToker from California, Demi Bagby. Where two people demonstrate their impressive acrobatic capabilities. Due to the fact that users recreated the original brand video and for that reason the hashtag has obtained over 300 million views, according to Talking Influence.
@twinmelody SNOW TWINS SLOWMO❄️💜NIEVE ☃️Loving our @gymshark outfits😍 #slowmo #twins #foryou #gymshark66 #yes
Besides, it is important to note that marketing on this platform goes out cheaper. Especially in the comparison with other platforms such as Instagram, Facebook, etc. It’s just that there are plenty of creative tools for monitoring and editing the content at your disposal on TikTok .
In fact, that permits SBMs to carry out operations, tasks on their own which means that you don’t have to pay for any equipment. It’s because of that this app tends to have authentic content and there is no need for SMBs to invest massive amounts of money in high-quality videos production. For instance, with the help of one app named Smart video you can easily save your time, efforts and reduce production costs.
Functions of this app permit you to create multiple videos with the aid of different tools that Smart Video makes available for you. To crown it up, for real there are a lot of successful histories of various partnerships, as you can see above and a strategy of influencer marketing of Tiktok can be active for brands and also can bring awareness and generate credence. 
Overview
It is safe to assume that TikTok made influencer marketing in its bloom. If instagram was just users’ platform at first, its very nature, let’s say so, wasn’t really about using it for marketing purposes.
The general state of marketing, how we promote things, and how we learned to talk about the products (avoiding boredom, of course), makes TikTok ideal for promoting. General spirit of the platform is completely easy-going, light, and fun, also a great catch for brands and marketers.
