Understanding Influencer Marketing Through TikTok Search
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Understanding Influencer Marketing Through TikTok Search

The way we search has changed dramatically in the past years. From the old days of Google search to the new social media search trends, people find information in new ways and formats.

Video format is a type of content with rapid growth. Its importance is growing, and Google is also on trend, showing more videos in its top results. Here’s why.

Gen Z now uses TikTok as a search engine.

While Google still dominates the search spectrum, it doesn’t do it for all generations. Gen Z TikTok users now prefer to search the video social platform to Google. Younger generations now prefer to consume short-form video content and rely on it for billions of daily searches. Here are a few reasons why Gen Z is so into video content.

Personalized answers

Not all answers apply to an individual. TikTok videos are notorious for covering a spectrum of situations. Take the beauty industry as an example. Beauty videos are diverse, with Gen Zers watching content such as beauty product tutorials or daily routines for a more personalized approach.

Relatable influencers 

Authenticity is winning time and time again in influencer marketing. Gen Z is now interested in relatable content. Unlike other platforms, TikTok is defined by smaller creators where smaller influencers have targeted and engaged audiences.

A smaller influencer dominating the TikTok creator landscape is more likely to relate to followers. This authenticity, based on human experiences, may not be easily replicated by text-based Google search results.

TikTok influencers have higher engagement. 

TikTok video creators can be split into influencers, companies, and regular users. The search algorithm allows various types of videos to appear relevant, which means Gen Z is now finding more relatable content through user-generated content as well.

Micro-influencers, also known as influencers with a following of up to 50.000 people, are the most likely to make an engaging impact on their communities.

As opposed to mega influencers with over 1 million followers, micro-influencers have a more substantial influence through higher engagement.

How can brands adapt to changing TikTok influencer’s landscapes?

Changes in how we consume content on social media are constant. This is why companies need to adapt and find the right creator strategies to maximize the success of their influencer campaigns.

  • Choose the right influencers.

It all starts with the right influencers. Companies used to prioritize the highest-following influencers, but this might only sometimes be ideal for a fruitful TikTok presence. A mix of small and large-following influencers may be suitable for beauty brands looking for both engagement and reach. 

  • Conduct social sentiment analysis.

As a tool for learning what consumers think and want from a product, social sentiment analysis tends to be the best consumer insights brands can hope for on TikTok. The social video network has the research data companies need to grow. Emerging technologies allow brands to understand what consumers say and how this impacts their followings. Analyzing social sentiment will enable brands to get the pulse of accurate audience opinions. The data is then used to perfect influencer strategies and the products themselves.

  • Consider long-term influencer collaborations.

TikTok videos are short by nature. This means potential consumers may soon forget an ad or an influencer video. Brands need to have a correct retargeting strategy and conduct influencer marketing campaigns over a more extended period instead of simply favoring one-off influencer campaigns. 


Brands need to adapt to growing generations that spend more time on TikTok and social networks. While the trend is clear, many who grow through influencer marketing might not know the ideal routes on where to start having a consolidated presence on social media. They can begin with prioritizing the right influencers and sentiment analysis to consider long-term partnerships for a lasting impact.

Published by: Martin De Juan

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