How TikTok plays into influencer marketing

There can be little doubt that the era of influencer marketing is here to stay, at least for the foreseeable future.

Thanks to the success of Instagram, content creators from all over the world are finding themselves invited to the party by global marketing teams. Brands and influencers alike are reaping the rewards.

For years it seemed as if there were only one platform for powerful influencers. Instagram became synonymous with influencer marketing, with Snapchat a very distant second. Now, the meteoric rise of TikTok has significantly tipped the scales.

With users flocking to the new video platform, brands also want a piece of the TikTok action. However, they might be getting way ahead of themselves. Here are some major risks posed by TikTok’s emergent generation of influencers:

1. Uncontrolled user-generated content

Part of TikTok’s appeal is that the network is the definition of uncontrolled user-generated content. Though the TikTok platform itself controls much of what is seen, and what isn’t, content goes viral based on audiences’ reception.