CreatorIQ report reveals the CPG opportunity on TikTok
February 9, 2023
Research shows that as many as 60 per cent of consumers on social media follow CPG brands that interest them. Going into 2023, there’s no bigger social network than TikTok, and no greater opportunity for brands to reach audiences on TikTok than through creator-led campaigns.
So CreatorIQ has leveraged its first-party TikTok integration to give brands access to exclusive insights on TikTok creators and their content in the newly released Guide To TikTok Influencer Marketing for CPG Brands report. This report includes details on audience demographic data, trends in follower count growth, and top-performing videos, and much more.
“As CPG brands look to advance their TikTok marketing strategies, we expect the platform to play an increasingly central role in the creator economy,” said Conor Begley, Chief Strategy Officer at CreatorIQ. “By tapping into real-world conversations, taking an informed approach to choosing partners, granting these partners creative freedom, and leveraging UGC content, CPG brands can scale their TikTok marketing programmes to drive unmatched ROI.”
But the key to success is using TikTok effectively. For instance, millennials have an average attention span of just twelve seconds. So it’s critical to immediately capture viewers’ interest. Deferring to creators who know their followers better than anyone is a smart strategy.
The Guide To TikTok Influencer Marketing for CPG Brands dives into granular details on exactly how CPG brands can use creators and TikTok to fast-track their growth. Among the best practices discussed are:
1. Set clear, measurable objectives for campaigns, and select creators who will help you achieve your goals.
2. Generate content that immediately engages audiences by choosing creators who understand your target consumers, allowing you to riff on organic trends.
3. Ensure that content feels authentic by granting creators artistic freedom, while still clearly communicating campaign guidelines.
4. Monitor KPIs at both the campaign and content level in order to identify areas of opportunity.
Done correctly, creator-led marketing on TikTok enables brands to generate awareness, drive revenue and build brand affinity. Consider this: over 90 per cent of TikTok’s 1 billion active monthly users visit the platform multiple times daily, 67 per cent of TikTok users have made spontaneous purchases after discovering products on it, and 73 per cent of TikTok users feel a deeper connection to brands they interact with on the platform.