TikTok’s Here to Stay #SubjectToChange

January 19, 2022: Welcome back to your favorite biweekly influencer marketing newsletter. Let’s dive in.

In today’s edition:

- New TikTok data shares creator economy’s impact on branded content
- The metaverse, cryptocurrency, and NFTs are on brands’ minds
- Brand marketers’ favorite platforms are making moves

Table of Contents

TikTok’s Comin’ For That #1 Spot

The Story

TikTok has released compelling data sharing that native content and brand/creator partnerships yield better engagement rates than non-creator content.

Brand + Creator = Better Together

But don’t take our word for it—TikTok can prove it. After analyzing over 2,800 pieces, TikTok found that branded creator content outperforms the creator-less competition and yielded:

- - 27% higher ad recall rates
  - 112% higher two-second view rates
  - 193% higher six-second view rates
  - 93% higher engagement rates

With metrics like these, what are some brands waiting for?

OOH, Nice!

TikTok may be coming to a waiting room near you. And it’s all thanks to Atmosphere, TikTok’s newest partner and video stream curator. Now, creators are being compensated for rights to featured content on Atmosphere’s TikTok channel, which will be streamed in hotels, waiting rooms, restaurants, and more. We’re anticipating brands will want to work with Atmosphere on deals to get their influencer-generated content (IGC) broadcasted to the masses.

STC POV

Between promising data and growing partnerships, TikTok has proved that branded content reigns supreme and that the creator economy is directly related to its growth. We predicted that TikTok will become the top platform in the industry soon, and moments like this allude to it all the more. If TikTok is not yet part of your influencer strategy, now’s the time to take the plunge.

Check out our Ultimate Tiktok Guide that has everything you need to get started with influencer marketing on TikTok.

Talk Metaverse To Me

The Story

Despite criticisms that point to overhyped anticipation, the metaverse continues to expand as more brands play with gamification to get ahead.

What A Nifty Idea

Maybe the metaverse, non-fungible tokens (NFTs), and cryptocurrency are overhyped—but brands and creators alike are embracing a new normal. Take for example:

- - P&G Beauty introduced simulated and gamified content with BeautySPHERE, a new virtual experience and metaverse testing ground.
  - Retail clothing brand Gap® partnered with artist Brandon Sines, creator of Frank Ape, and blockchain partner Tezos to experiment with multi-tier NFTs—one of many direct-to-consumer (DTC) brands to dabble in 2021’s (and perhaps 2022’s future) favorite acronym.
  - Cryptocurrency in exchange for real products? More likely than you think—especially since Elon Musk announced that Tesla products will be able to be purchased with Dogecoin. Such wow.
  - Marketers can learn the ropes (along with the rest of the world) thanks to the Discord community “Jump,” which is educating professionals on all things crypto, Web 3.0, and how the metaverse is going to affect brands.

Give Me The Future

Speaking of the metaverse—many see gaming as the future of online connections. For marketers who want to reach Gen Z gamers, Twitter is the go-to platform—especially after Q4 2021, which yielded Twitter’s biggest quarter for gaming conversation ever. Getting in on the conversation now will help marketers gain solid (virtual) ground in the metaverse, which is predicted to be driven by gaming.

STC POV

The metaverse craze grows along with crypto and blockchain evolutions. You’ve already heard us make the claim but it bears repeating: we’re predicting that the metaverse will be a big player in future influencer marketing endeavors, and it behooves brands to get started now or risk being left behind.

We’re excited to see how this plays out in the creator economy and especially curious about what this means for brands stepping out of their comfort zones. We know that creativity and innovation often go hand in hand, so expect more interactive brand experiences with creators driving the hype. Now that more DTC brands are experimenting with gamified content, we see that more will follow—and so will further monetization.

Competition Is Heating Up

The Story

Social media platforms are diversifying this year to prove that they’re the changemakers to watch.

What Can We Say Except “You’re Welcome”?

Social platforms are giving marketers a hand as they make big changes to accommodate the creator economy. Here’s how a few are dropping their knowledge on marketers:

- - Twitter and Pinterest have published 2022 guides for marketers to utilize as they strategize and budget for upcoming endeavors.
  - Pinterest, in particular, is making it way easier for users to find creators that suit their interests.
  - Pinterest says ✋ to gatekeeping and is publishing more reports on purchasing trends, like why men plan to spend more in 2022.
  - Clubhouse heard the commotion and opened up the platform to all—and they’ve upgraded their features with Sharing to spread the word about their rooms. Plus, Web Listening lets anyone tune into a Clubhouse room without logging in.

STC POV

Brands and platforms alike are moving away from telling consumers what they want in favor of listening to their needs. We anticipate more custom-tailored materials emerging to guide marketers through the changing creator economy and how to make the most of their tools. Brands shouldn’t be afraid to embrace change—and to pay attention to their consumer’s vocalizations.