As TikTok continues to rise in prominence, influencer and talent management agencies have quickly pursued this momentum to lock-in and sign TikTok Creators.
Heartbeat, a hugely popular US-based influencer marketing platform, recently announced that they are expanding their pool to TikTok influencers. This will allow brands to request campaigns to be launched on TikTok, targeting a predominantly Gen Z audience. Heartbeat now set their mission statement as the marketing hub for Millenials and Gen Z.
The timing of this expansion is not unrelated to the rise of TikTok use during COVID-19 quarantine. Brian Freeman, the CEO of Heartbeat, believes that this could be a solution to grease the wheel of the economy both for creators and brands. This could hold true as other influencer agencies are finding an increase in brand campaign proposals. CEO of Obviously, an influencer marketing platform in New York that reported a 33% increase of campaign proposals, believes that opportunity comes from brands’ tendency to replace their in-house campaign production with influencer-produced content.
Heartbeat would not be the first to enact this strategy. The UK-based influencer marketing agency, Fanbytes, who has also started its own TikTok influencer platform, recently launched Bytelabs, an integrated platform of TikTok influencers network. Bytelabs is a division made to offer a full TikTok influencer marketing services that put data and insights at the forefront of their business. Fanbytes believes this initiative is how TikTok influencers and TikTok itself will be able to hold their role for the long-term, instead of only relying on short-term virality.
TikTok influencers and influencer agencies are about to see growth in their business. Using influencer services is believed to be the most cost-effective method given the current circumstances that hinder production processes. In fact, Hollywood talent agencies are now looking to TikTok creators are their newest pool of talents--indicating a transformation in the entertainment industry. While before, exposure on platforms such as YouTube was deemed as a pathway to conventional entertainment industries, but with TikTok, popularity on the app itself can launch an entire career.
These behaviors suggested that TikTok will prevail as a lucrative industry for the times to come. Following the success with major agencies in the US and UK, it should be expected that influencer and marketing agencies in Asia--where a large amount of TikTok users reside--must act fast to keep up.
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