10 Influencer marketing strategy in 2021, YouTube vs TikTok

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Influencer Marketing Strategy In 2021,today’s influencer marketing is about hard-wired details like platform domination, number of followers and level of engagement—but now it’s also about less tangible factors like authentic voice and consumer trust.New research from global influencer marketing firm TAKUMI explores the industry’s dynamics with a study of over 2,000 consumers, marketers and influencers across the UK, U.S., and Germany, on their perceptions of YouTube, TikTok and Instagram as influencer marketing channels, and how authenticity and trust are created.

The firm’s new report, the realities of influencer marketing: TikTok and YouTube in focus, is a sequel to its 2019 whitepaper, and contrasts perceptions of influence, trust, authenticity and creativity.

One quarter of consumers credit YouTube influencers with purchases

In the last six months, over a quarter of consumers (27 percent) have been influenced to purchase a product or service by creators on YouTube, followed by 24 percent of consumers on Instagram and 15 percent on TikTok.

But TikTok may actually be driving more Purchases

Influencer Marketing Strategy In 2021 ,Meanwhile, 16-24-year olds are the most likely to have purchased as a result of TikTok influencers; 40 percent in Germany and 30 percent in UK, vs. the U.S. where surprisingly 35-44-year olds were most influenced (37 percent) to purchase by TikTok influencers. It’s an interesting sign that the platform can deliver ROI for brands beyond its core younger user demographic.

On YouTube and Instagram

the demographics most likely to purchase were again younger in the UK and Germany (38 percent and 59 percent of 25-34-year olds on average respectively) versus the U.S. (57 percent of 35-44-year olds on average).

Since 2019, the influencer marketing industry has matured significantly, with consumer concerns lower than ever before, potentially accelerated by increased industry legislation and professionalization. more remains to be done if influencers and marketers are to truly harness the potential of influencer marketing—and our research shows a multi-platform strategy is the best approach ,Influencer Marketing Strategy In 2021.

Some consumers say they trust influencers more than friends

Influencer Marketing Strategy In 2021, the data shows how trust is earned over time: consumers trust influencers on legacy platforms such as YouTube more (28 percent) than those on newer platforms such as Instagram (22 percent) and TikTok (15 percent).

That said, influencers on both YouTube and TikTok fared well vs. more traditional celebrity brand endorsements: 37 percent of 16-44-year olds trust a YouTube influencer more than a high-profile figure or celebrity. Meanwhile on TikTok, almost a quarter (23 percent) of the same age group agreed they trust a TikTok influencer’s recommendation over a friend.

Influencer Marketing Strategy

Consumers are increasingly trusting of influencers across the platform: 44 percent had no concerns about TikTok influencers, rising to 48 percent on YouTube, compared with 20 percent in 2019. However, “disingenuous endorsements” and “the promotion of unrealistic or unsustainable lifestyle or body images” remain consumers’ top concerns across UK, U.S. and German markets showing the importance of authenticity and its impact on consumer trust, Influencer Marketing Strategy In 2021.

Armed with the expert insight of influencers who are native to the different social platforms, brands can explore authentic and bespoke campaigns to engage different audiences. Being platform agnostic is a necessity, and also a huge opportunity for marketers to work with creative influencers who really understand how to engage people on each platform. A multi-platform strategy cannot be implemented with a one-size-fits-all approach. Successful brand and influencer partnerships harness co-creation, avoiding poor replications of the same campaign across social media channels.

Demonstrating ROI is the top concern for marketers

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Marketers trust in the various influencer marketing channels varies, with Instagram ranked first followed by YouTube and TikTok. A lack of familiarity emerged as one of the top three concerns for marketers with TikTok, whereas 96 percent felt familiar with YouTube. That said, influencers ability to help demonstrate ROI could improve marketers’ trust, which was identified as their top concern ,Influencer Marketing Strategy In 2021.

creative control and a clear brief remain influencers’ top priorities when working with brands and marketers.

Overall, influencers’ trust in brands to work fairly with them has seen a decline since 2019, falling from 64 percent to 58 percent.

Instagram aspirational, TikTok escapist, YouTube influential

Influencer Marketing Strategy In 2021 ,across all markets, consumers perceived Instagram as more inspirational, informative, and user-friendly than TikTok. In contrast, TikTok is considered more escapist, entertaining, and creative than Instagram, with three out of five (60 percent) marketers agreeing TikTok is the most creative channel and two thirds of marketers (68 percent) also considering TikTok the most entertaining channel.

Again, perceptions varied considerably across various demographics, but YouTube was consistently the highest ranked social media platform by consumers across all these characteristics. This includes a significant majority of marketers (72 percent) and consumers (55 percent), who agree that YouTube is the most likely channel to lead to a purchase, followed by Instagram and TikTok.

“Brands who can entertain and educate through influencers will capture the hearts, minds, and wallets of consumers versus traditional media. This will only grow as time goes by and trust is won. Influencer marketing in 2020 will continue to push boundaries, innovate and become a trusted awareness, engagement and sales attribution approach for brands.”

The growth of TikTok Followers has meant that brands want a piece of the action. The trouble is, brands are struggling when it comes to working with influencers on the platform

The biggest surprise about the success of TikTok is just how long the arrival of a genuine challenger to Instagram took to come about. After a few false dawns, with Snapchat running them the closest, Instagram now has a contender on their hands; one that’s drawing the crowds, grabbing the headlines, and appearing on billboards aplenty. 

Perhaps we shouldn’t get too far ahead of ourselves, though. TikTok may be new(ish), cool, and the kids all like it, which is usually a recipe for success, but nothing’s a certainty in this life and even with strong financial backing and insanely fast follower growth, rumoured changes to make the service more appealing to both a mainstream audience and advertisers might conspire to kill off exactly what it was that people loved about the network in the first place.

Major brands working with TikTok

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Regardless of the future, as TikTok has eyes on it, brands want a piece of the action now. The trouble is, more so than with any other headline-grabbing social network, brands really don’t seem to know what to do over there – especially when it comes to working with influencers. 

Part of the problem is one that does a good deal of the influencer industry, especially when it comes to up-and-coming social networks: the folks who want their brand to win at TikTok have never actually been on it themselves – or, at best, have downloaded the app, glanced at a video and promptly gone elsewhere.

Uncontrollable user-generated content

The other, more significant part of the problem, is that the real beauty of TikTok – and a good dose of its appeal – lies in the fact that this network is the pinnacle of uncontrollable user-generated content. Sure, TikTok themselves control a lot of what gets seen and what doesn’t (as any social network does); but, in general, what gets seen and what goes viral is based on the audiences’ reception. If content doesn’t appeal, no matter how hard it’s pushed, it really won’t fly ,10 Influencer Marketing Strategy In 2021, YouTube Vs TikTok.

Of course, this is true (broadly speaking) of all social networks but with TikTok, more than any other, follower numbers seem to matter far less and the immediate impact that content has on an audience seems to matter a heck of a lot more.

For any influencer campaign on TikTok, running a safe, simple, formulaic piece of content is going to get a brand (and an influencer) nowhere; whereas doing the same on most other social networks at least gets you a base level of engagements and views.  

Delivering creativity

For the vast majority of brands, this makes things a little tricky. Delivering the creativity needed to produce something that’s going to go down well with the TikTok kids isn’t undoable, it just requires strong insights, a firm understanding of the platform, and a not-insignificant investment of time – all things that marketing departments, used to lightning-quick content turnarounds and ‘fire and forget’ strategies, are going to struggle with ,10 Influencer Marketing Strategy In 2021, YouTube Vs TikTok.

Then, perhaps much more importantly, there’s the necessary lack of control. All of that insight, that understanding, and that time required to develop a strong creative theme is going to be wasted if you then strangle the creativity of the influencers who are putting it into practice.

Again, TikTok is about user-generated content. The underlying theme of the content will come from the brand; but, to hit the big time, it’s going to need the creative zeal of those TikTok geniuses to guarantee (as much as can be) that the content performs well. Compliance, legal, and even a lot of marketing teams aren’t going to like that much – the ‘letting go’ required in this industry is always the hardest part for a lot of brands but, with TikTok especially, they really need to, if their investment is going to be worthwhile ,Influencer Marketing Strategy In 2021.

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