From Zero To Hero: How The Rise Of Young TikTok Stars Is Changing The Influencer Landscape

From Zero To Hero: How The Rise Of Young TikTok Stars Is Changing The Influencer Landscape
SHARE
THIS



In this guest post, Amplify communications manager Billy Gleeson discusses the growing trend of young TikTok stars and how brands are responding.

In November 2019, Dante Moeller was a typical Aussie school boy finishing year 10 of high school.

Four months later, he has an online following of more than 650,000, accrued more than 20 million likes and is watched by hundreds of thousands of teens everyday.

How? There’s a simple answer.

TikTok.

With 1.5 million Australians using the short-form video app every month, a large portion of whom are aged under 20, it’s not surprising we’re seeing more and more young people rising to TikTok stardom.

Young TikTokers like Dante Moeller have felt the viral power of TikTok first hand. What was previously a tool to chat with friends and family, his phone has now become a means to reach hundreds of thousands of young Australians in a few clicks, with his humorous challenges and lip synching.

“I don’t really know what to say, like, damn..the growth in the past few months has been crazy, I can’t really put it into words.” Moeller said. “

I’m so thankful for all the support, and I’m keen to see where this takes me.” Moeller said.

But Dante’s not alone in his rapid rise online.

TikTok’s focus on viral content and trends means that more than ever before, online creators have the chance for their content to be seen by millions of people.

Unlike some influencer marketing, reaching people on TikTok isn’t about supermodel looks or living an aspirational lifestyle.

In fact, it’s quite the opposite. It’s content which is relatable, authentic and humorous that’s grabbing the attention of millions on the platform.

And that’s provided a platform for people like single mother of two Nat Alise, whose TikTok content has earned her more than 883,000 followers and 47 million likes – and counting.

Nat’s light-hearted family-friendly videos of her playing with her kids are loved by audiences, gaining hundreds of thousands of views and thousands more comments.

How are brands responding?

TikTokers like Nat and Dante are changing the way major brands can reach youth audiences in Australia, according to youth talent and events agency Amplify director Alex Reid.

“The rapid growth of young TikTok stars is transforming the influencer landscape,” Reid said.

“Some of our TikTok talent are seeing consistent engagement of more than 50 per cent, something rarely seen on other social platforms. And that’s really exciting for brands.” Reid said.

The platform has made it much easier for young people to quickly gain hundreds of thousands of followers. And brands are recognising this unprecedented opportunity to connect with young audiences.

Gaming giant EA and Samsung are among some of the companies connecting with young TikTok influencers to reach young eyes.

EA recently worked with Nat Alise to promote the Sims 4 on Tiktok, reaching hundreds of thousands of users and achieving an engagement rate of almost 30 per cent.

As with any marketing to Gen Z or Gen Alpha, ensuring content is authentic and on-brand is key to getting meaningful engagement.

“It’s all well and good to pay for an ad on TikTok, but the real value is finding and working with a creator that not only knows and uses your brand, but loves it.” Reid said.

 

Please login with linkedin to comment

TikTok

Latest News

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]

How To Align A Marketing Strategy With Customers’ Shifting Perspectives
  • Opinion

How To Align A Marketing Strategy With Customers’ Shifting Perspectives

In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]

Opinion

by B&T Magazine

B&T Magazine
Woolies’ Retail Media Business Cartology Announces New Appointments
  • Advertising

Woolies’ Retail Media Business Cartology Announces New Appointments

Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.

Woman hand using mobile phone and laptop, Worldwide connection technology interface.
  • Technology

DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk

DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]

Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]