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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Choosing the right software to integrate into your team’s workflow can be stressful, especially when it comes to selecting the right influencer marketing software. With many great tools on the market, it can be hard to identify exactly which platform will best benefit your brand goals.

That’s where a Request for Proposal or RFP comes in. An RFP is a detailed document sent to a potential vendor asking for thorough information on product deliverables, and allows for an assessment of whether the product will align with the needs of your brand.

Getting the Most Out of an Influencer Marketing Software RFP

Before drafting your RFP, it’s first important to identify your influencer marketing objectives and goals. This is a great time to think about your current influencer strategy and understand how a software can help you improve. Drafting a list of objectives and vendor criteria is a great starting point, as it allows you to determine exactly what you are looking to achieve from an Influencer Marketing software.

Here are several functionalities that every influencer marketing tool should offer:

Ability to perform a segmented influencer search by category, location, and/or topic

Breakdown of influencer audience demographics 

Methodology for estimating influencer engagement 

Link-tracking for conversion monitoring 

Think about how these must-have criteria can improve your existing workflow. Is discovering influencers a time-consuming process? Is managing all your relationships overwhelming? Are you working more with Instagram stories but have no real way to monitor performance? Do you need a tool with an easy UX that all members can easily adapt? Questions such as these will help you determine what exactly you are looking for, and identify the perfect tool for your brand. 

Once you’ve identified objectives and goals it’s time to build the RFP. Using a template can be incredibly useful as it follows a format brands are used to, and will help you structure your proposal request is the most efficient manner. 

A standard influencer marketing software RFP should include:

Ready to build your RFP? Download our free RFP Template, and discover the perfect influencer marketing technology for your brand!

How To Write an Influencer Marketing Request for Proposal [Free Template]

A thing of beauty is a joy forever, as the saying goes. And what could be more beautiful than this list of 40+ beauty influencers around the world?! There are influencers for almost every industry today, but the beauty industry might be considered one of the first where influencer marketing really took hold.

In part because it follows a fairly traditional pattern: it’s easy to send products, easy to demonstrate products, and easy to show results.

Beauty influencers have a really important voice in the world today, many making a concerted effort to expand beyond narrow or traditional definitions of beauty, as put forward by the industry itself. Beauty brands that approach using influencers for marketing their products stand a lot to gain from embracing this culture.

The beauty influencers on this list have high engagement and true reach numbers and are worth having on your radar!

Lists of beauty influencers in this post:

15 Top Beauty Influencers with 1M+ Followers

8 Top Beauty Influencers (100K-500K+ Followers)

8 Top Male Beauty Influencers & Non-Binary Beauty Influencers

Are you looking for more specific beauty influencers? Take a look at the top South African beauty influencers and the top Filipino beauty influencers to find the right local partners for your brand.

Beauty influencers are social media personalities and content creators that focus primarily on makeup and skincare, though it definitely doesn’t exclude other aspects such as nail art and hair styling. You might be thinking a majority of beauty influencers are women, but there is actually a beautifully diverse range of beauty influencers from men, women, and non-binary content creators!

They will often post makeup tutorials and product reviews, many working with the same company for multiple campaigns. Beauty could also be considered a subcategory of “makeup influencers” that focuses on more traditional uses of makeup, as opposed to special effects makeup or makeup transformations, which definitely belong in their own category. 

A beauty influencer might be a professional makeup artist or skincare specialist in their own right, which certainly adds clout to their content, but many are also self taught individuals who just love all things makeup!

Many beauty influencers are also fashion influencers and vice-versa. Check out the top 40 fashion influencers here!

Brands who are looking to demonstrate their products on social media through the eyes of a trusted friend rather than a sales pitch will gain a lot from working with a beauty influencer.

A recommendation from an influencer can go a long way toward increasing product sales for cosmetics companies, skincare lines, and hair care products. These products are easy to demonstrate and very portable, so it's also easy for brands to send social media influencers gifts and samples as a way to open up a conversation.

This is a double edged sword however, as in the interest of keeping trust with their audiences, beauty influencers are under no obligation to say they like your beauty products.

Tip: Learn how to do influencer gifting to promote your brand and partner with the right influencers.

What Are the Top Channels for Beauty Influencers?

Beauty influencers typically have strong presences on multiple social media platforms including

Short-form and long-form videos are prime content types for beauty influencers, allowing them to appeal to audiences on channels like Instagram as well as YouTube.

Tip: We also have a global list of the top Instagram influencers for you if you'd like to broaden your influencer marketing strategy.

Beauty influencers who have 1 million followers or more are often professional makeup artists or hair stylists using their Instagram, YouTube, or TikTok platform to promote products and services. 

These influencers have cultivated strong relationships with their audience over time, sharing tips and they tend to work with the same brands for several campaigns, over months and years.

50 Top Beauty Influencers to Inspire You

This is Jack Morris.
He is a Travel influencer,
his influence score is 98.
How do we know? Scroll to find out:

Ready to drive revenue with your next influencer campaign?

The ability to drive action. It is NOT about how many followers you have, nor is it how many engagements you get. The expected number of relevant users that will see and react to your post defines how influential you are.

We use machine learning and data prediction analyzing thousands of features and billions of posts. Using these algorithms, we calculate influence across Instagram, Twitter, Facebook, YouTube, Snapchat and Blogs.

The people who follow and interact with you significantly affect your influence. Klear builds a people rank that matches patterns within your network of followers and interactions.
As example, one of the patterns is based on your followers interest in your content. Influential users in your interest spaces that comment on your posts contribute significantly to your score, while fake followers decrease your score.

Influencers get an expert badge if their influence in that specific skill crosses a certain threshold. There are broad skills such as Travel or Fashion, and niche ones, such as Illustration or Bikram Yoga.
Using our proprietary technology we've classified over 500 million influencers into 60,000 skills. The platform categorizes every influencer into their top skills and measures their ability to influence their fans in those very topics.

Our algorithms predict the amount of real views an influencers' post will receive by evaluating deep network patterns that correspond with real people vs. automated bots or sporadic usage.

There are thousands of different patterns. 'Likes' from newly created accounts will be considered as a low-quality pattern, while long-lasting relationships and high-interest space match are considered a high-quality pattern.

An Influencer score is then determined and given on a scale between 1-100, providing you with an accurate statistic of how truly influential your influencer is.

Our product team is here to help you get started. Simply fill out the form below to get a demo.

What Is Influence? Our Influencer Score

Klear communications are moving over to Meltwater channels. For those of you new to Klear, we were acquired by Meltwater in 2021. Now, we are excited to bring the Klear product login and all of our Influencer Marketing content and conversations under one roof - the Meltwater website and @Meltwater social channels.

Starting on April 1, 2024, all visitors to the Klear website will be redirected to the Meltwater website. Customers and creators will be able to log in directly from the new links below. We recommend bookmarking these for easy access. 

Klear Product Login Page: https://www.meltwater.com/en/login

Creator Login Page: http://klear.com/creators/

Creator Program Page: https://www.meltwater.com/en/solutions/creators

Meltwater Influencer Marketing Capabilities Page: https://www.meltwater.com/en/capabilities/influencer-marketing

The Klear product will not change. After logging in, customers and creators will be in the same workspace they use today.  We've taken measures to ensure a seamless transition, so you will not have to change any passwords or login credentials. 

Stay up to date on Influencer Marketing content and resources on Meltwater.com and engage with us (@Meltwater) on Linkedin and Instagram.  

For additional context, below is the original announcement about this acquisition from Klear CEO, Guy Avigdor:

We are thrilled to announce that Klear is officially part of Meltwater!

It’s been 9 years since we started this adventure. Since then we’ve been building, innovating, selling, growing, celebrating small victories, and learning from (many) mistakes. Our journey was an uphill climb until we arrived at Klear: the enterprise influencer marketing platform that you know and love today.

Four years ago Meltwater searched for the best partner in the space. Jorn and Niklas (CEO and COO) came all the way to our small office in Israel to meet us in person. The Meltwater story inspired us, how a bootstrapped company grew to 1.8K employees across 60 offices, 28K clients and $370m+ ARR. But, for us the best part was seeing how such a big organization can move fast, while maintaining a culture that employees love and feel inspired by.

We continue our adventure with the exciting news that Klear has officially joined Meltwater.

The rise of the influencer marketing space – today a 10 billion-dollar industry growing 50 percent per year – is one of the clearest examples of how social media is transforming traditional marketing. Back in 2017, Meltwater partnered with Klear after doing a global search for the best product in this space. Together we have successfully won clients such as Nestlé, Walmart, OGILVY, Audi, H&M, BMW and Bvlgari. We can now fully combine Klear’s industry-leading product with Meltwater’s global customer reach and create a formidable player to shape the future of the social influencer marketing space. - John Box, Meltwater CEO

What does the Meltwater-Klear acquisition mean for Klear clients? 

The Klear product you all know and love will remain as it is today, with the same leadership driving innovation, but now with the resources of a global enterprise. Your dedicated account manager will remain your point of contact, and all communication with the Klear team will stay the same.

What does the Meltwater-Klear acquisition mean for Klear as a company?

This announcement marks a key milestone for Klear as it will accelerate the journey toward becoming the world’s most trusted Influencer Marketing Technology Platform.

Klear has reached an important stage and now the right strategic partner can help boost and scale business. Going forward, you can expect the same drive for excellence, continued innovation, quicker product development, and complementary solutions.

We believe influencer marketing has become a strategic channel that all brands will include in overall marketing initiatives. This partnership will establish a leading all-in-one platform for marketing & PR teams.

We want to take this opportunity to say thank you. Thank you for being our partner and trusted advisor. Everything we’ve built is based on what we’ve learned from our clients, and we couldn’t have done it without you.

Klear is officially part of Meltwater!

If nothing else, 2023 was a great year for movies, which made this year’s Oscars a must-see event for film buffs everywhere. From blockbusters like Barbie and Oppenheimer to stars like Lily Gladstone and Emma Stone, many nominees had viewers flocking to watch the 96th Academy Awards.

The total number of people who tuned in to the televised ceremonies is yet to be published, but what we do know is that millions engaged with the awards via social and digital media. Here’s how the show measured up when it came to mentions across social and news sources on March 10, the day of the awards.

Overall, there were about 4.42 million mentions of the awards show itself. Those mentions peaked at more than 879,000 at 9 p.m. ET, as the telecast ended.

There were about 81,500 mentions of the show and its host Jimmy Kimmel, but he was outshined by mentions of the show’s red carpet, about 201,000.

When it comes to conversations about the categories themselves, Best Picture came out on top. Between Best Actor and Best Actress, there were about 11,200 more mentions of the award for men than the one for women. This was likely due to the fact that Oppenheimer, for which Cillian Murphy won the Best Actor award, also won multiple other awards that night, including Best Picture, Best Supporting Actor, and Best Cinematography. And while Best Song isn’t always a highly-anticipated category, this year it generated nearly as much conversation as Best Director.

Oscar winner: “What Was I Made For?” from Barbie
Digital mentions winner: “I’m Just Ken” from Barbie

Billie Eilish and Finneas O'Connell took home the award, but it was the other Barbie song that generated the most conversation. There were about 253,000 mentions of “I’m Just Ken” compared to about 113,000 mentions of “What Was I Made For?” That gap is all thanks to Ryan Gosling’s highly-anticipated performance that became one of the standout moments of the night.  

Interestingly, a significant portion of the “I’m Just Ken” conversation came from outside the United States, where the awards were held, and Canada, where Gosling is from. Over 23,000 mentions came from Brazil alone. 

The Most Talked-About Best Director Nominee

Oscar winner: Christopher Nolan for Oppenheimer
Digital mentions winner: Christopher Nolan for Oppenheimer

Christopher Nolan was the most talked-about Best Director nominee with about 154,000 mentions. Jonathan Glazer came in second place with about ⅔ as many mentions thanks to his Best International Feature win for his film The Zone of Interest.

The Most Talked-About Best Actress Nominee

Oscar winner: Emma Stone for Poor Things
Digital mentions winner: Emma Stone for Poor Things

Emma Stone was by far the most talked-about Best Actress nominee throughout the night, including during the red carpet show, with about 371,000 mentions. Meanwhile, Lily Gladstone came in second place with 109,000. 

Sandra Hüller came in third place overall, except in Germany, where she is from. There she got about 1,300 more mentions than Stone.

Oscar winner: Cillian Murphy for Oppenheimer
Digital mentions winner: Cillian Murphy for Oppenheimer

Cillian Murphy trumped all of the other Best Actor nominees big time with about 293,000 mentions. Bradley Cooper came in at a far-off second place with about 75,900 mentions. 

That gap was much narrower in Brazil, however. There, Bradley Cooper generated about 12,300 mentions compared to Cillian Murphy’s about 15,900. And while top keywords for each actor generally focused on their films, those for Colman Domingo also focused on his arrival. 

“Red carpet” was the top keyword for the Rustin actor, who was one of the best-dressed of the night.

The Most Talked-About Best Picture Nominee

Oscar winner: Oppenheimer
Digital mentions winner: Oppenheimer
Digital mentions winner: Oppenheimer
Digital mentions winner: Digital mentions winner: Oppenheimer

Globally, Oppenheimer was the most talked-about Best Picture nominee throughout the night of the Academy Awards, racking up about 609,000 mentions. And though Barbie grossed the most at the box office worldwide, it came in second in terms of Oscars night conversation with about 336,000 mentions.

However, it must be noted that Barbie was the leading movie on Pinterest. There, Barbie and its signature pink aesthetic was much more popular than any other film, generating nearly 1,800 mentions.

In the end, Oscar award wins generally correlated with higher social and media conversations, but Ryan Gosling demonstrated the attention-grabbing power of a good ceremony performance. Want to learn more about which topics are appealing to your audience most? Learn how with a demo of the Meltwater Suite:

The Oscars 2024: A Social Listening Analysis

It’s hard to find a global brand who is truly transparent about its marketing strategy. Huawei is one of these brands. In a recent blog post by Joy Tan, Huawei’s president of global media and communications explained what made the company start an influencer marketing program and what she learned from running the program for a year:

Get started with the right pool of influencers

A bit of background. Huawei is a Chinese multinational communications company with a sales revenue of $60b. The company is the third biggest seller of smartphones after Samsung and Apple.

It’s a huge company but not as known brand as its competitors.

To learn more about the company positioning in the market, Huawei hired a research firm to analyze what people know about the brand. Part of the research was interviewing Key Opinion Leaders (KOLs) from all around the world and hear what they think about the brand.

The research found that people were aware of Huawei, but not much about the company’s products and history. And so the company decided to tackle this problem by launching an influencer marketing program, or as they call it, a KOL program.

Huawei’s criteria for an influencer was a technology and business social media opinion leader with at least 30,000 followers. The company aimed to engage a maximum of 80 people. They spoke with influencers, had meetings with them, and even flew to meet them all over the world. The company invested good time and effort into creating and nurturing relationships with the opinion leaders they’ve identified.

If the number of 80 people seems relatively small, wait to hear what were Tan’s thoughts after a year. When the year ended, Tan has concluded that “it becomes challenging to do one-on-one influencer marketing with more than about 80 KOLs. In fact, if the KOLs are sufficiently engaged (which is a good thing), the ideal number might be closer to 50.”

During September 2016 Huawei hosted the Huawei Connect conference in Shanghai, China. The conference invited 20,000 people and showcased the latest technologies in various fields, like cloud computing, Internet of Things, big data.

To raise awareness for the event and to Huawei, the company invited tech influencers. They didn’t invite all of them, but just a selected group of influencers.

Among the people, there were these 11 leaders:

Inviting those influencers proved itself to be a smart move by Huawei. Let’s take a look at some of the social updates they shared during the event:

For Huawei, it was worthwhile to focus on these highly active and friendly influencers. Here is the social media outcome the group generated about Huawei Connect 2016:

16,900 total engagements: 7.2k on Twitter, 6.4 on Instagram, 3.6 on Facebook

Note that the True Reach of the influencers’ social updates is not just a simple measure of impressions (sum of their followers). This number is a calculated estimation of the people who actually saw the content on Twitter and Instagram. For a company that aims to raise brand awareness, that’s a huge win.

Based on the true reach of the content, the exposure was worth for the company about $128.9k (this ROI estimation is based on the average CPM in display advertising, with a 13x multiplier to match it with earned content compared to paid).

“For the first year of our KOL program (Key Opinion Leaders), I’ve been impressed with the quality of professionals Huawei has attracted, their high levels of engagement, and the passion they have for our brand,”

said Walter Jennings, Vice President, Corporate Communications at Huawei.

“We’re looking at long term relationships with each, yet we are thrilled with these immediate results.”

To sum up, having a personal connection with the KOLs, inviting them to China and giving them full creative freedom to share their experiences, proved itself as a great opportunity for the company to get effective exposure online.

After running the KOLs program for a year, Tan’s advice was to get started with a well-identified pool of influencers and invest the time and efforts on developing relationships with them. If you need any help finding influencers for your KOL program, and later measure the influencer program’s performance, try using Meltwater Influencer Marketing.

As can be seen from the company’s event, having the right pool of social leaders on your side can boost brand awareness with a great return on investment.

The Story of Huawei and 11 Influencers

It’s time to get serious about TikTok. The app has been around for a while, but it’s getting more attention than ever.

What is TikTok? TikTok is a short-form video app, by ByteDance. The length of a TikTok can be between 6 – 15 seconds, and four videos can be strung together for a total of 60 seconds. This is seriously short content. 

For many unfamiliar with TikTok, it is often mistaken for a lip-syncing content platform. While some content on TikTok is lip-syncing, content also includes acting, dancing, reactions, singing, and more. In fact, TikTok content and the TikTok user experience is acting more comparable to the once-popular Vine (RIP). However, due to its lip-syncing notoriety, TikTok acquired Musical.ly in 2017 and the two app’s user-bases were merged. 

TikTok content has a distinct style that you may or may not get. For example, “Cringe Videos” are content aimed at making the viewer cringe or feel uncomfortable. This style of humor is not for everyone, but it is extremely popular on TikTok. Think back to the early 2010s when meme-culture was merging with sites like 9gag. For most millennials, this was peak humor. For people a few years older, not so much.

ULTIMATE TIK TOK CRINGE COMP

Still, just because you don’t get TikTok doesn’t mean you should avoid it. Figuring out how to integrate this app into your strategy is super beneficial if you’re trying to engage with a younger audience. 

TikTok is reported to be the 8th largest social media platform, with 800 million global active monthly users in January 2020. In fact, TikTok has more users than Pinterest, Twitter, and Snapchat. Still, a majority of these users are located in China. Making up 80% of total time spent in 2019. Still, global usage is soaring, and with that will come new markets and opportunities. 
A survey found that 41% of TikTok’s users are between 16-24, meaning most of the users you’ll find on TikTok are Gen Z. The last decade was all about Millenials, and now many brands and millennials are focusing their attention to Gen Z as they enter the workforce. 

Gen Z is the first generation to grow up with advanced technology, hence the name “digital native”. All of the technology Millennials, Gen X, Boomers, and even The Great Generation had to learn (Facebook, texting, video editing, etc.) are tools they have been accustomed to from early memory. It is believed that Gen Z influenced 93% of household purchases. 

Advertising to a new industry is always a challenge. Influencer marketing helps brands create authentic interactions with their audience. Yet, it can be hard to have a meaningful interaction with an audience you don’t really know. This means taking the time to understand Gen Z and understand what they like. Many established brands have pivoted to TikTok, and can be a great example of how to penetrate a new audience.

Remember when Facebook was just for college students? Now, grandparents are sharing Throwback Thursday posts. It took brands a while to adopt social strategies and those that were early adapters saw huge benefits. Long story short; if your brand has a target audience under 35, you should be on TikTok.

Many brands are already on TikTok, creating quick-form videos that promote a brand or a product in an informal way.

Lookin good, everyone #newspaper #dogdad #focused #icandoit

Or do I 😬 #dysonair #hairtutorial #beauty #beautyhacks #DecadesofHair #fyp #WerkItFromHome #foryou #xyzbca #xyzcba #desi #tiktok #killyourvibe

Quick Tips for Getting Started on TikTok:

Create a personal TikTok account and begin exploring the platform 

Check if your competitors are on TikTok and discover the type of content they are creating 

Look to see if the influencer you have collaborated with in the past are on Instagram, and try to understand the type of content they create 

The Meltwater Blog

How To Write an Influencer Marketing Request for Proposal [Free Template]

50 Top Beauty Influencers to Inspire You

What Is Influence? Our Influencer Score

Klear is officially part of Meltwater!

The Oscars 2024: A Social Listening Analysis

The Story of Huawei and 11 Influencers

TikTok Influencers 101: The Questions You’re Too Embarrassed To Ask

International Women’s Day: Equal Pay and Brands We Love

Influencer Engagement Rate Calculator & Guide

Top Beauty Influencers in South Africa 2025

10 Sustainability Influencers + Eco-Friendly Campaign Tips

How To Find and Collaborate with Influential Clients