Instagram has traditionally dominated the influencer marketing industry.

According to a study by Influencer Marketing Hub, 79% of brands in a survey said they predominantly go to Instagram for influencer campaigns. This is compared to 46% who go to Facebook, 36% who go to YouTube, and 24% who go to Twitter.

Social media is continuously evolving, of course, as are the trends and tastes of its users. In 2019, creative short-form video was the name of the game, and TikTok the platform that everyone was talking about.

With its selection of editing tools – including copyright-free music, soundbites, filters, and AR effects – TikTok has naturally borne a more stylised and slick style of content; designed to truly entertain rather than to portray a lifestyle that people want to emulate (or buy into). Now with TikTok surpassing one billion global downloads, brands are naturally trying to tap into the platform’s influencer opportunity.