In the last two years, TikTok has achieved one download record after another. In the U.S. TikTok has reached 4 billion downloads in the last four years. Seeing the growing influence of this short video giant, more and more social media companies are joining the battle: Instagram launched Reels, Snapchat launched Spotlight, and YouTube Shorts is Google's answer. For brands, this means a new collaborative model for influencer marketing.
Influencer marketing is one of the fastest growing marketing tactics. Studies show that 40% of consumers had purchased something after seeing it advertised through someone they follow on Instagram, YouTube or Twitter. The authentic and seemingly more legitimate recommendations from influencers enable brands to increase their exposure and brand engagement.