TikTok: What’s Next for Influencers?

How does TikTok work in influencer marketing?

Influencer marketing has quickly become one of the most effective ways for brands to reach customers. A 2024 study by Influencer Marketing Hub predicts that the global influencer marketing industry would have grown to $24 billion by the end of 2024. Large and small companies now rely on social media personalities to sell products, build brand loyalty, and connect with specific audiences. Surprisingly, brands are not just working with mega-influencers or celebrities. The same study shows that many brands prefer partnering with smaller influencers.

Platforms like Instagram and YouTube have always been important for influencer marketing, but by 2019 TikTok became one of the most popular apps in the world. Its rapid growth and strong focus on younger users make it stand out from similar video-based social media apps. According to Influencer Marketing Hub, nearly 70 percent of brands that use influencer marketing now include TikTok in their strategies. Statista also estimates that TikTok reached about two billion users worldwide, with 150 million in the United States alone. Its short-form videos, editing features, and smart content recommendations help trends spread quickly. The short video format is popular among Gen Z and young Millennials because it is easy to watch on the go, efficient, and entertaining. Also, TikTok’s algorithm allows new creators and influencers to be discovered. In fact, more than half of TikTok users say they have bought a product after seeing it on the app, and hashtags like #TikTokMadeMeBuyIt have billions of views. 

How could a ban on TikTok affect influencers?

A ban on TikTok, however, could disrupt this successful setup. Many brands design content specifically for TikTok’s quick, trend-based style to connect with younger audiences. Moving to other platforms like Instagram Reels or YouTube Shorts isn’t simple because those platforms have different vibes – TikTok posts are known to be spontaneous and authentic – and trends, e.g., short-video challenges, memes spread quickly on TikTok, which creates a sense of community. Adapting campaigns means learning new algorithms, adjusting content strategies, and possibly losing the unique TikTok audience on top of increased marketing costs.

The ban would also directly impact influencers who earn most of their income through TikTok sponsorships and brand deals. If TikTok is no longer an option, these creators would compete for fewer sponsorship opportunities on other platforms.

Beyond these immediate effects, a ban could change the overall influencer market. Fewer platforms mean heavier competition on the remaining ones, which could push up sponsorship costs. In response, brands might cut budgets or pass higher costs on to customers. In the end, this situation shows how risky it can be to rely too much on any single platform. If TikTok disappears, both marketers and influencers may lose valuable revenue streams and connections.