The Complete Guide to TikTok Influencer Marketing

Nowadays where attention spans are dwindling and trends come and go faster than ever before, TikTok has emerged as the reigning king of social media platforms. With its bite-sized, entertaining videos capturing the hearts and minds of millions, it's no wonder that brands are flocking to TikTok to harness its immense marketing potential. In this article, we’ll discuss how brands can incorporate TikTok in their influencer marketing strategy. Let’s dive right in!

What is TikTok influencer marketing?

TikTok influencer marketing is the strategic collaboration between brands and influential creators on the platform to promote products or services to their engaged audience. Unlike traditional advertising, TikTok influencer marketing leverages the authenticity and relatability of content creators to connect with users in a more genuine and organic way.

Why use TikTok influencer marketing?

The power of TikTok influencer marketing lies in its ability to reach and resonate with Gen Z and millennial audiences who dominate the platform. These digital natives value authenticity and are drawn to content that feels genuine and relatable. By partnering with the right influencers, brands can tap into this cultural currency, building brand awareness, driving engagement, and ultimately, driving sales.

Authenticity and Relatability

TikTok influencer marketing allows brands to tap into the authenticity and relatability of content creators, fostering genuine connections with audiences. Unlike traditional advertising, which can feel intrusive or impersonal, influencer-led content on TikTok feels more organic and trustworthy, resonating with users on a deeper level.

Targeting Gen Z and Millennials

With Gen Z and millennials dominating the user base of TikTok, influencer marketing on the platform provides brands with unparalleled access to these coveted demographics. By partnering with influencers who have built loyal followings within these age groups, brands can effectively reach and engage with their target audience where they spend the majority of their time online.

Creative and Engaging Content

TikTok is known for its short-form, visually captivating videos that encourage creativity and self-expression. Through influencer marketing, brands can leverage the creativity and storytelling prowess of content creators to develop engaging campaigns that capture the attention of users scrolling through their feeds. Whether it's through challenges, tutorials, or product reviews, TikTok influencers have the ability to craft content that entertains, educates, and inspires, driving brand awareness and affinity in the process.

How to find the right influencers for your brand

Finding the right influencers for your brand requires careful consideration and research. Look for creators whose content aligns with your brand values, target audience, and marketing objectives. Consider factors such as follower demographics, engagement rates, content quality, and past brand partnerships. Tools like TikTok's Creator Marketplace and influencer marketing platforms can help streamline the search process and identify suitable partners for your campaign.

Review trending hashtags

One effective way to discover potential influencers on TikTok is by reviewing trending hashtags within your industry or niche. By exploring popular hashtags relevant to your brand, you can identify influencers who are actively participating in conversations and creating content around topics that align with your brand's interests. Pay attention to the engagement levels and quality of content associated with each hashtag to gauge the influence of creators within the community.

Search for specific topics using keywords

Another method to find the right influencers for your brand is by conducting keyword searches within the TikTok platform. Utilise relevant keywords and phrases related to your products, services, or industry to uncover content creators who are generating buzz around those topics. Narrow down your search by considering factors such as content quality, audience demographics, and engagement metrics to identify influencers whose content resonates with your target audience.

Use an influencer marketing tool

Leverage influencer marketing tools and platforms to streamline the process of finding and vetting potential influencers for your brand. These tools provide valuable insights into influencers' audience demographics, engagement rates, and past collaborations, making it easier to identify suitable partners for your campaigns. Platforms like TikTok's Creator Marketplace or third-party influencer marketing tools like The Influence Room.

offer comprehensive databases of influencers, advanced search filters, and performance analytics to help you make informed decisions when selecting influencers to collaborate with. By utilising these tools, you can efficiently identify and connect with the right influencers to elevate your brand's presence on TikTok.

Examples of TikTok Influence Marketing Success Stories


In 2020, Chipotle teamed up with TikTok sensation David Dobrik to launch the #ChipotleLidFlip challenge. The challenge urged users to exhibit their prowess by flipping Chipotle's iconic lid in imaginative ways. The campaign swiftly went viral, amassing millions of views and sparking a deluge of user-generated content, thereby catapulting brand awareness and engagement to new heights.

The company closely monitored the impact of the campaign and noted a remarkable surge in their digital sales — up by an impressive 99% compared to the previous year. As a result, digital sales now constitute approximately 18% of their overall sales, showcasing the profound influence and effectiveness of TikTok influence marketing in driving tangible business outcomes.

Elf Cosmetics

Elf Cosmetics leveraged TikTok to promote its #eyeslipsface campaign in late 2019. The campaign encouraged users to create short makeup transformation videos showcasing Elf's products, set to the catchy tune of "Eyes. Lips. Face." by iLL Wayno. This user-generated content helped Elf Cosmetics reach over 6 billion views on the platform, effectively driving sales and increasing brand loyalty among TikTok's predominantly Gen Z audience.

Ocean Spray

In 2020, Nathan Apodaca, also known as @420doggface208 on TikTok, went viral after posting a video of himself skateboarding while drinking Ocean Spray cranberry juice and listening to Fleetwood Mac's "Dreams". The video sparked a trend where users recreated Apodaca's video, leading to Ocean Spray gifting Apodaca a truck filled with Ocean Spray products. Nathan Apodaca's content received around 26 million views on TikTik in 2020, whereas Ocean Spray’s TV advert in 2018 only received around 1.4 million views. This organic viral moment resulted in significant brand exposure for Ocean Spray, demonstrating the power of influencer marketing and user-generated content on TikTok.

In conclusion, TikTok influencer marketing presents a unique opportunity for brands to connect with today's digital-savvy consumers in a meaningful and authentic way. By understanding the nuances of the platform, identifying the right influencers, and crafting engaging campaigns, brands can unlock the full potential of TikTok and drive real business results in 2024 and beyond.

Mastering Social SEO: The Key to Amplifying Your Influence on Social Media

With more people increasingly turning to alternative platforms to find information, it’s no surprise that TikTok has emerged as one of the go-to platforms for finding specific and authentic recommendations over traditional Google Search. In fact, around 31% of consumers are now using social media to find answers to their questions. Whether it's to discover the best restaurants, seek out date night outfit inspiration, or gather holiday destination tips, platforms like Instagram and TikTok have become the new go-to search spots for people seeking instant, visually engaging, and personalised recommendations.

As this shift in consumer behaviour continues to reshape the way information is sought and consumed, the significance of social SEO cannot be overstated. In this blog, we’ll delve into the world of social SEO, exploring what it is, why’s crucial, and most importantly, providing actionable tips to help you leverage its power effectively. Let’s dive in!

What is social SEO?

Social SEO, or social search engine optimisation, refers to the practice of optimising your social media content to improve its visibility and ranking. Just like traditional SEO focuses on optimising content for search engines like Google, social SEO focuses on optimising content for platforms like Instagram, TikTok, Facebook and X. 

Consumers, particularly Gen Z,  are less reliant on singular or traditional search engines for knowledge. With the ability to see the reactions of content creators in real time, TikTok is a great way to find credible and reliable recommendations. Searching on TikTok is quick and easy; a search using one keyword like ‘Happy Hour’ yields a plethora of results, making it an invaluable resource. 

Why is Social SEO important?

Social SEO is the bloodline of social media, facilitating the visibility of millions of brands and bolstering credibility. 

Increases engagement

Optimising your social media content will increase the amount of time your audience spends on your page. Creating content that aligns with your niche and incorporates trending topics works to maintain the interests of your audience

Helps to grow following

Social SEO allows you to improve the visibility of your posts which can attract more followers to your social media profiles. .  Making your posts more discoverable to users who are actively searching for content related to their interests works to increase your follower base.

Increases visibility of your posts 

Effective social SEO techniques can help your posts stand out in crowded social media feeds. Leveraging apt keywords and hashtags will organically increase the ranking of your content, making it more likely that users will click through to your content.

Tips for maximising social SEO

Eager to boost the visibility of your social media posts? Here are some top-tier strategies to ensure your content stays on top of your audience’s feed!

Be strategic about the placement of your keywords 

Identify keywords aligned with trending topics within your niche. Incorporate these into your posts, bios, and descriptions to improve searchability. For example, in the beauty community, hashtags such as  #glasskin and #skincare unveil insights into Korean skincare regimes which have propelled the clean girl aesthetic. 

Optimise your profile 

Your social media profile acts as your digital pitch; it’s the first way to leave a lasting impression on your audience. Ensure your profile is fully optimised with relevant keywords, a clear profile picture, and a compelling bio that accurately represents your brand or persona. This helps search algorithms understand what your profile is about and improves its chances of appearing in relevant search results. 

Use alt-text to increase visibility

Alt-text is a written copy that allows you to describe images for visually impaired audiences. Using information-rich text allows users, as well as search algorithms, to understand the image context and relevance.

Invest in a good hashtag strategy 

Adding hashtags that are relevant to your niche can help get your content in front of new audiences who may not follow you. Combining a mix of trending and niche hashtags to ‘tag’ your content will help boost your content's discoverability. 

Create engaging captions

Compelling captions can capture attention and encourage them to engage with your posts. Use captions that spark curiosity, ask questions, or encourage users to take action, such as liking, commenting, or sharing your content. 

Post at the right time 

Timing is crucial when it comes to social media posting. Experiment with different posting times to determine when your audience is most active and engaged. By posting at the right times, you can maximise the visibility and reach of your content. 


Social SEO holds value for both influencers and brands seeking to organically amplify their reach and impact. Integrating SEO techniques into your content strategy can significantly improve the visibility, engagement, and growth of your social media presence. By optimising your content for search and following these tips, you can increase the discoverability of your posts, attract more followers, and build a stronger online presence as an influencer or brand.

The Power of Storytelling in Social Media

In the realm of social media, where trends come and go in the blink of an eye, influencers constantly strive to find that magical formula that will captivate their audience. Amidst the myriad of strategies and tactics, one approach stands out as timeless and effective: storytelling. For those seeking to master this skill, our essential guide delves into the intricacies of using storytelling to build and sustain your audience! 

What is social media storytelling?

Social media storytelling is the art of using narrative techniques to engage and connect with your audience on platforms like Instagram, TikTok, YouTube, and more. It's about going beyond mere promotion and creating content that resonates with people on a personal level. 

Whether it's through anecdotes, testimonials, or creative visuals, storytelling allows influencers to share their experiences and values in a way that sparks emotion and fosters connection

Why is social media storytelling important?

As humans, we’re addicted to stories; they create new worlds, inspire us to act and take us on awe-inspiring adventures. Storytelling is an intrinsically psychological act designed to connect us to each other and help build our understanding of the world. 

Creating authentic connections

People naturally gravitate towards experiences that feel genuine - as though they’re speaking with a long-term friend. Sharing personal narratives establishes a connection within your community, fostering a sense of trust and loyalty to your personal brand.


Stories have the power to capture attention and keep your audience engaged. When done right, storytelling can increase likes, comments, and shares, boosting your overall reach and influence. 


Being memorable is a crucial objective when creating your content. A story that can stand the test of time becomes more than escapist entertainment, instead, evolving into an endless saga that continues to provoke thought and offers fresh discoveries with each encounter. 

How to structure your storytelling

The way you structure your story can make or break its impact on your audience. Too long and you risk losing their interest but if too brief, you might leave them craving more. Find the perfect balance between engagement and brevity to keep your viewers hooked.  Tailor your story with your audience’s interests and behaviours in mind to ensure they'll eagerly anticipate the next instalment.

Establishing an emotional connection 

Forge stronger connections with your audience by addressing their pain points and offering solutions. Learn from the success of influencers like ReesaTeesa (@reesateesa), whose viral fifty-part TikTok series, ‘Who TF Did I Marry?’, united millions around common experiences and struggles - proving that long-form content is taking the world by storm. As TikTok is a platform rich in relationship advice, ReesaTeesa cleverly taps into the universally relatable theme. 

Using visual cues 

If you want to create compelling visuals, using visual cues is a great way to capture the attention of your audience. The more odd, the better. For example, doing your makeup whilst retelling true crime stories or always having the same set-up when communicating a dating horror story. Visual cues are a great affirmation of your personal brand and a way to trigger your audience’s anticipation for your epic storytime.

Nail your script

A well-crafted script is the backbone of any compelling video. Take the time to develop clear dialogue and action plans, ensuring seamless execution and confident delivery that keeps your audience captivated from start to finish.

5 social media storytelling tips

Want to be a better storyteller? Check out our top tips to increase your chances of your story going viral!

Tailoring content to your audiences 

Understand who your audience is and what resonates with them. Assessing your metrics to see what content appeals to your community will help you begin to identify your audience.  Tailor your stories to address their needs, interests, and pain points, ensuring they feel seen and heard.

Hooking your audience in the first three minutes 

A winning intro - be it voiceover or written is an absolute must to spark the curiosity of your audience. With 1.1 million creators on TikTok and over 65 million active influencers on Instagram, competition for views is fierce, and why it is that you master how to capture your audience’s attention within the first three seconds

Use a customer’s tone of voice

Speak the language of your audience. Whether it's through casual banter, inspirational quotes, or witty humour, use a tone of voice that resonates with your followers and makes them feel like you're speaking directly to them.

Developing a strong story arc 

One of TikTok’s most prominent story arcs is a ‘Day in the life’ that sheds insight into a person or product’s daily routine. A strong story arc will guide your audience through a satisfying emotional journey that will make them hungry for the next story. 

Be honest and don’t be afraid to go deep 

Sharing the real tea will gain you favour with your audience as it demonstrates your willingness to connect and relate with your audience on a deeper level.  With authenticity waning, being transparent and vulnerable allows you to establish a foundation of trust and openness with your audience which is essential for long-term support. 


Storytelling remains a powerful tool for influencers looking to make a meaningful impact. By crafting authentic narratives that resonate with your audience, you can forge deeper connections, boost engagement, and leave a lasting impression that sets you apart from the crowd. So, the next time you're crafting content for your social media channels, remember the power of storytelling—it just might be the key to unlocking your true influencer potential.

How to Beat TikTok's Algorithm in 2024

Home for the most exciting trends in popular culture, TikTok has rapidly evolved into one of the most used forms of social media - threatening to dethrone Instagram.  But how? TikTok’s default For-You-Page (FYP) tab is a highly advanced system designed to expose new music and edutainment recommendations to a diverse culture of communities that exist on the platform. If you want to know the secret to consistently landing on TikTok’s addictive FYP, we’re here to decode the mysterious algorithm that will make you besties in no time.

What is the TikTok algorithm? 

Similar to Instagram, TikTok’s algorithm is a recommendation system that relies on ‘signals’ such as likes, comments and how much time you spend on a post to deliver an endless stream of entertainment that best caters to your interests. TikTok’s goal is to keep you scrolling; with each watch, the platform learns and understands more about your behaviour to curate a special selection of entertaining content.

The TikTok algorithm works to achieve four main goals

User value 

TikTok focuses on providing specially curated content that will highly stimulate your interests. In order to do this, the algorithm regularly monitors your interactions to mathematically assess the right content “For You”.

Long-term user value

The algorithm works to ensure that users return to the platform to receive an insatiable dose of entertainment. 

Creator value

As TikTok doesn't prioritise creators based on their following or a user’s history of high-performing content, this means that every creator has the potential to go viral. 

Platform value

TikTok’s own algorithm is used to improve the value of the platform itself. 

How does the TikTok algorithm work? 

The TikTok algorithm adjusts according to your behaviours and interests over time. Recommendations are based on the following factors to create a uniquely personalised experience that leaves your audience coming back for more:

User interactions

TikTok takes into consideration the videos you like, share and the duration of time spent watching a video to gauge their preferences. 

Video information

The algorithm looks at the type of captions, sounds and hashtags used in the video. Content that integrates trending sounds and hashtags will ultimately increase their visibility on TikTok’s FYP. You can discover the hottest trends by using the search tool or via TikTok’s creative centre for some inspiration. 

Device and account settings

Factors like your language preference, geographics and device type all play a part in optimising the right kind of content that TikTok believes you would like to see. For example, when travelling overseas, you may find that your FYP is weighted to content from creators in that region or about customs and cultures specific to that region.  

User behaviour

TikTok observes how users interact with content (e.g., do they watch the entire video, share it, or scroll past quickly) to further refine their FYP.

How to beat the TikTok algorithm  

While there's no foolproof formula for guaranteed success on TikTok, there are strategies you can employ to increase your chances of beating the algorithm:

Find your tribe

With 70% of users stating that they feel like they’re part of a community on TikTok, engaging in the right kind of tribe that compliments your niche will amplify your content to the right consumer. As the algorithm pushes content that aligns with your audience’s interests, it is important to create content that truly resonates with the rising trends and ever-changing interests of your community. 

TikTok SEO 

Focus on maximising your TikTok SEO by creating engaging captions and utilising trendy captions that invite your audience to interact with your content. Investing in a creative hashtag and caption strategy ensures that your content reaches your target audience and those actively seeking that kind of content on the platform. 

The 3 second rule

TikTok was designed to entertain so time is of the essence here. Executing a good hook and the right cues is key to capturing your audience’s attention within the first three seconds.  

Using sound 

Trending sounds will help push your content to the FYP a lot faster. Music plays a powerful role on TikTok, facilitating the discovery of new music artists, instant creation of music trends and overall challenges creators to think outside of the box. 

Engaging with audience 

Responding promptly to your comments and engaging in your audience’s duets will push the visibility of your content. The more likes and comments your content receives will rank your content even higher. 

Stay consistent 

Establish a regular posting schedule to maintain visibility and keep your audience engaged. Consistency signals to the algorithm that you're a committed creator.

Experiment and iterate

Don't be afraid to try new content formats, styles, and trends to keep your content fresh and adapt to changes in the algorithm.

In Summary

Whilst there is no standard formula for dominating TikTok’s FYP, understanding the ins and outs of the algorithm, maximising your TikTok SEO and creating engaging content specifically for your audience will increase your chances of securing a top spot in the rank. Good luck! 

Frequently asked questions

How can I consistently pop up on someone’s FYP?

To increase your chances of appearing on someone's FYP, focus on creating engaging content, using relevant hashtags, and participating in trending challenges that align with your target audience's interests.

How can I create content that goes viral? 

While there is no set formula for creating viral content, you can increase your chances by engaging in popular trends, being authentic and relatable, and experimenting with different content formats that are specific to find what resonates with your digital community.

Top 6 Social Media Trends in 2024

Now we’ve stepped into the promising year of 2024, it’s crucial to stay ahead of the curve and anticipate the trends that will dominate the social media space. Staying up to date with social media trends can help fuel your strategy and help you stand out from the crowd. From emerging technologies to shifting user behaviours, here's a comprehensive look at the social media trends that are set to redefine our digital experience in 2024.

Longer-form video content is making a comeback

Remember when TikTok was all about snappy, under-a-minute videos? Well, not anymore. In 2024, TikTok, the reigning king of short-form content, has surprisingly turned the tables, championing the resurgence of long-form content. You probably remember the switch in 2022 when TikTok expanded its video limit to a whopping 10 minutes, bidding adieu to those blink-and-miss clips. This has opened up a world of opportunity for creators to dive deeper into storytelling, share detailed narratives and create more immersive experiences for viewers.

Word on the street is that TikTok might further up the ante, potentially extending the video limit to a staggering 15 minutes! This shift is a testament to TikTok's commitment to embracing comprehensive narratives and championing the cause of long-form video content in 2024.

So, take note. It's time to brush up your storytelling skills, add layers to your content and make the most of this exciting trend. 

AI take-over 

As social media platforms continue to evolve, AI is becoming increasingly instrumental in shaping user experiences. Fancy a caption that resonates with your audience? AI's got you covered. It's not just about crunching numbers and analysing data. The AI of 2024 will be a creative beast, offering you tips for catchy captions that will have your followers hitting the 'like' button like there's no tomorrow.

And let's not forget images. AI tools are becoming more adept at recognising and categorising images, which could completely transform the way we use and engage with visual content on social platforms. Additionally, AI-powered tools are playing a pivotal role in content moderation, ensuring a safer and more inclusive online environment. 

And here's the cherry on the cake - personalisation. AI will play a pivotal role in personalising user experiences on social media. Advanced algorithms can tailor content to individual users based on their likes, interests, and browsing history. This means more relevant content for users and more engagement for brands. It's a win-win.

So, brace yourself for a social media landscape that's more intuitive, more personalised, and with more potential.

Authenticity is key

Get ready to hear the golden truth of 2024, authenticity isn't just important, it's reigning supreme! Consumers aren’t just scrolling for a quick sales pitch or an obvious photoshopped advert. No siree, they’re hunting for something that's real, relatable, and genuine.

Today, consumers demand transparency. They want to see behind the scenes, understand your values and connect with your story. They’re seeking out brands and influencers who are 'keeping it real'.

Now, don't get it twisted, this doesn’t mean you have to ditch your well-curated aesthetics. It’s about striking a balance. Yes, make your feed look amazing, but also sprinkle in those candid moments, those real stories, those genuine connections. It’s about opening up, being vulnerable, and showing the world the true face of your brand.

So, if there's one trend you should be betting your marketing budget on in 2024, it's authenticity. 

Influencer marketing is here to stay 

Guess what's not going out of fashion any time soon? Yep, you've nailed it - influencer marketing. It seems we're not quite ready to wave goodbye to our favourite Insta-stars and TikTok sensations. Despite the whirlwind of new trends hitting the digital sphere, this tried and tested marketing method is here to stay. 

But don't get complacent; there's a twist to the tale. The influencer marketing game is evolving. Say ta-ta to vanity metrics and hello to authentic engagement. In 2024, it's not just about having the most followers or the flashiest content. Brands are seeking out influencers who truly resonate with their audience, who are genuine, and who can spark a real connection.

It's not just about flogging a product, it's about creating meaningful relationships, sharing personal experiences, and building trust. If an influencer loves your brand, their followers will likely feel the same. This connection is far more potent than any traditional ad. So, if you're looking to jump into the influencer marketing game in 2024, remember - authenticity is key.

Keyword search & SEO takeover 

Social media isn't just for scrolling, liking, and sharing, it's also becoming your go-to search engine.  More and more people are turning to their favourite social platforms for a quick, hassle-free search. 

Need holiday inspiration? People are flocking to TikTok for some exotic destination ideas. Want to try a new cuisine but not sure where to go? Instagram's got you covered with thousands of restaurant recommendations at your fingertips. And let's not forget fashion - social platforms are bursting with style tips, outfit ideas, and even direct links to snag those must-have pieces.

The idea is simple: why go to Google when you can get real-life experiences, tips, and recommendations from real people on social media? It's convenient, personalised and just a tap away.

This means optimising your posts with keywords has never been more crucial if you aim to enhance the discoverability of your content.

This trend is transforming the way we use social media, morphing it from a platform for connection and entertainment into a robust search engine. So, the next time you're unsure of something, don't just Google it, social it!

UGC creators soar

Hold onto your hats, because in 2024, User Generated Content (UGC) creators are not just flying, they're soaring! According to Forbes, a whopping 86% of companies are incorporating UGC as part of their marketing strategy. And why not? It's more trustworthy than traditional advertising, it adds credibility to your product, and it beautifies your feed no end.

So, what's the 2024 spin? UGC creators are now commonplace. They aren't mythical creatures anymore, but a major part of the social media ecosystem. With no obligation for a massive follower count or to show their face, more influencers are helping brands build a stockpile of UGC content all year round. And let's be honest, in an era where authenticity is key, this user-generated content is pure gold. 

So, there you have it - the top 5 social media trends for 2024. From AI-powered marketing and long-form TikTok videos to authenticity and UGC creators ruling the roost, the digital sphere is ripe for innovation. As social media platforms continue to evolve, we can't wait to see how these trends shape our online experiences. So buckle up and get ready to ride the wave!


7 Influencer Marketing Trends to Watch in 2024

Influencer marketing is an industry that’s constantly moving, and that isn’t about to change anytime soon. Right now it’s gearing up for some big changes, presenting new challenges and opportunities for marketers. 

Predictions show that in 2024, 67% of marketers will significantly increase their spending on influencers, and 23% will allocate almost half of their total budget to it. As popularity and demand increase, it's important to pay attention to the trends that are set to shape the industry in the coming year.  To help you out, we’ve identified seven influencer marketing trends that will dominate 2024. 

AI and personalisation  

The integration of artificial intelligence (AI) and personalisation is transforming everything it touches including influencer collaborations. It now provides brands with new tools and insights to enhance campaigns to achieve great success.

One area in particular where AI is going to make a significant impact is in the influencer discovery process. Advanced algorithms analyse vast datasets to identify the most suitable influencers for specific campaigns, considering factors beyond follower count. 

That’s not all. This year we are going to see this trend evolve in a few other ways: 

The marriage of AI and influencer marketing will not just be a trend in 2024 but a fundamental shift, ushering in a new era of precision, efficiency, and creativity in digital advertising. Finding the right balance between AI and authenticity will be the key thing this year.  

Long-form content makes a comeback

In a surprising move that has played a significant role in the resurgence of long-form content, TikTok, the renowned short-form video platform, expanded its video length limit to 10 minutes in 2022. This departure from the traditional brief format has paved the way for content creators to delve deeper into storytelling and share more comprehensive narratives. The impact of this decision is evident, with users and brands alike adapting their content strategies to leverage the extended time frame. 

Moreover, rumours circulating in the industry suggest that TikTok is considering another substantial increase, potentially extending the video limit to 15 minutes. If this speculation materialises, it would further solidify the platform's commitment to accommodating longer, more immersive content and contribute to the broader trend of embracing extensive narratives across various digital platforms in 2024.

Shift from influencers to creators

The landscape of creator commerce is experiencing a shift within the realm of influencer marketing, where big personalities primarily associated with content are giving way to a new wave of creators. Unlike influencers, these creators prioritise the substance of their content over their personal brand, marking a departure from the era dominated by charismatic personalities. 

According to surveys conducted by CreatorIQ, a majority of influencers now identify themselves as content creators, with terms like "creator" and "influencer" used interchangeably, while a mere 6% still prefer the title of just influencers. This evolving dynamic is reflected in the preferences of brands, which are increasingly inclined to collaborate with content creators over traditional influencers. 

Notably, data from Influencer Marketing Hub indicates a significant shift in strategy, with 39% of businesses planning to engage nano influencers. In comparison, only 12% have intentions to collaborate with mega or celebrity influencers. This transformative trend underscores the growing importance of content-centric partnerships in the ever-evolving landscape of influencer marketing.

Influencer content turned into paid ads

Brands are recognising the inherent value in repurposing authentic influencer content for paid advertising campaigns. This trend involves transforming the engaging and relatable content produced by influencers into targeted advertisements, seamlessly blending promotional messages with the organic aesthetic of the influencer's feed. By leveraging the credibility and trust that influencers have cultivated with their audience, brands can deliver promotional content that feels more genuine and less intrusive. This innovative approach not only maximises the impact of influencer collaborations but also streamlines the ad creation process for brands, offering a symbiotic relationship where influencers become key contributors to a brand's advertising strategy. 

As this trend gains momentum, it signals a shift towards more cohesive and harmonious integration of influencer-generated content into the broader advertising landscape.

Building long-term partnerships

There seems to be a notable strategic shift of brands towards fostering long-term collaborations with influencers. Recognising the enduring benefits of sustained partnerships over one-off campaigns, brands are increasingly prioritising relationships that extend beyond a single promotional effort. This evolution is grounded in the understanding that long-term collaborations allow influencers to develop a more authentic connection with their audience, resulting in more genuine and impactful content.

By forging enduring relationships, brands not only benefit from the consistent representation of their values and messaging but also tap into the influencers' deep understanding of their audience's preferences. As brands seek to cultivate loyalty and trust with consumers, the move towards prolonged influencer collaborations in 2024 reflects a commitment to building meaningful, enduring narratives that resonate with the target audience over time.

TikTok's dominance

Whilst this might be no surprise to most people, TikTok is positioned to challenge Instagram as the most vital influencer marketing channel. Users are spending an average of 31 hours, and 14 minutes on TikTok compared to just 13 hours and 49 minutes on Instagram. With global users spending more time on TikTok each month than other social media platforms, it's no doubt TikTok is the place to be. 

In 2024, TikTok wants to grow and evolve its Shop offering. Their vision is to onboard more brands, with a wider ambition to develop Shop into a large-scale closed-loop social commerce offering. Brands will be leaning on creators to boost their presence, especially those who saw major growth on the platform in 2023. Brands like House of Sunny have plans to collaborate with content creators with a large presence on TikTok to tap their audiences after huge success last year. Many others will hop on this emerging trend quickly in 2024 as they seek to capitalise on TikTok’s vibrant and rapidly growing database. 

Sustainability and social responsibility

Consumers are increasingly prioritising brands that align with ethical values and contribute positively to social and environmental causes. Influencers, recognising their role as agents of change, are championing sustainability in their content and collaborations. 

Brands are partnering with influencers who share their commitment to social responsibility, fostering authenticity and resonance with socially conscious audiences. From promoting eco-friendly products to supporting charitable initiatives, the influencer marketing sphere is evolving to become a powerful force for positive change. In 2024, the intertwining of sustainability and social responsibility is not merely a trend but a pivotal shift, reflecting the collective consciousness of both influencers and consumers towards creating a more responsible and purpose-driven digital ecosystem.


The key takeaway for success is to understand that as the industry continues to evolve, staying ahead of these trends will be crucial for marketers aiming to harness the full potential of influencer marketing in the years to come. For those looking to leverage these trends and elevate their brand presence through influencer campaigns, we're here to help. If you're seeking guidance or support in navigating this exciting space, feel free to get in touch with the team.

What are TikTok Creative Cards? Your Comprehensive Guide

As the world’s leading short-form video platform, TikTok recognises that creativity is an influencer’s currency. The platform is constantly investing in the potential of influencers with their innovative updates and features, and the launch of their highly-anticipated data-backed Creative Cards is no exception. If you’re on the hunt for creative inspiration or intrigued about how you can use the feature to your advantage, you’ve come to the right place. 

What are TikTok Creative Cards?

TikTok’s Creative Cards are designed to help influencers beat a creative block and ensure that you never run dry on content. The feature allows creators to shuffle through a deck of over a hundred creative prompts across five categories to determine the kind of content they want to produce.

  1. Community: Create content that directly targets your audience and builds your existing relationship.
  2. Edutainment: Showcase products in a highly engaging and fun way that encourages confident consumer decision making.
  3. Creator tools: Utilising TikTok’s additional features to elevate your creativity and storytelling.
  4. Trends: Join in on the fun of trending memes or hashtags to produce relevant content.
  5. Storytelling: Be personal and share your story to increase relatability. 

How TikTok Creative Cards work

Content creators interested in using the feature to shuffle up their content need to register for access via an email sign-up process.  

Benefits of using Creative Cards for Influencers 

The pressure to maintain a consistent flow of innovative and original creative that has the potential to go viral can pose a significant challenge, particularly during the holiday season. With a range of different ideas to choose from, TikTok Creator Cards allow influencers to leverage different modes of communication and storytelling. 

Constant stream of ideas 

The creator cards streamline the initial brainstorming process for influencers by providing quick access to a variety of different ideas. 

Create relevant and trendy content 

With the ideas deriving from TikTok itself, you can take inspiration from real-time trends.

Ability to actively engage with your audience 

With ideas influenced by your audience’s interests and how they interact with your platform, you can create content that optimises your engagement.

Develop stronger storytelling skills via edutainment 

Considering the average attention span on social media is two seconds, TikTok Creator Cards can help you master the art of edutainment content that immediately hooks your audience in and positively impacts their consumer behaviour

The best Practices for TikTok Creative Cards

Compelling content 

Creating compelling content on TikTok requires a blend of strategy, creativity and knowledge of the ins and outs of TikTok's unique yet elusive algorithm. TikTok Creative Cards serves as a source of endless ideation and inspiration, empowering influencers to create refreshing content that positively impacts their brand. 

Encouraging engagement

Craft a clear call-to-action that encourages your followers to interact with your Creative Cards. Whether it's joining a challenge or checking out a new video, make it easy for your audience to take the next step. By encouraging engagement, influencers have the potential to build a highly loyal and engaged community on TikTok. 

Measuring Success with TikTok Creative Cards

Influencers can access their analytics via their Creator tools in their settings. 


Leverage TikTok's analytics to track the performance of your Creative Cards. Monitor metrics such as clicks, impressions, and engagement to gain insights into what resonates with your audience.

Influencers can access their analytics via their Creator tools in their settings. TikTok Analytics are divided into three categories: Overview, Content and Followers. Within Overview, an influencer can see information regarding their overall profile such as follower growth and video views over time. The Content section provides more in-depth data about the performance of each video you have posted. Lastly, the Followers tab showcases information about the evolution of your TikTok community. 


Use your analytics to help refine your Creative Card strategy based on performance data. Experiment with the range of ideas offered by Creator Cards, like different visuals, call-to-actions, and content themes to continually identify what works best. 


TikTok Creator Cards serve as a great digital resource to enhance efficiency as you unwind and prepare for the new year. Curious? Try it and let us know how you get on. Work smarter, not harder in 2024!

Shadowbanned: What is it and how to avoid it?

In the vast and ever-evolving world of social media, there are numerous hurdles and challenges content creators face. One of these is the dreaded shadowban, a silent and often perplexing restriction that can have a significant impact on your online presence. 

But what actually is it? How do you know if it’s happening to you? What are the reasons behind it? And most importantly how can you avoid it? We’ve got all the answers right here to give you a helping hand. 

What is shadowbanned?

Though there isn’t one shared definition, people use the term “shadowban” to imply that a user’s account or content is limited or hidden without a clear explanation or justification. Essentially, it makes your content almost invisible to your followers and potential new audiences. The result? Reduced engagement, lower reach, and a decline in the overall impact of your social media presence.

How does it work?

Shadowbanning primarily operates through algorithms that identify and limit accounts or content that may violate platform guidelines or exhibit suspicious behaviour. This can range from using banned hashtags to participating in controversial discussions. The algorithms track these activities and, if they detect any violations, your content becomes less discoverable.

How long does a shadowban last?

The duration of a shadowban can vary widely depending on the severity of the violation and the platform's policies. In some cases, it may last only a few days, while in more severe cases, it can persist for weeks or even months. The good news is that it's not a life sentence, and you can take steps to rectify the situation.

Am I shadowbanned? Detecting the silent restriction

Detecting a shadowban can be tricky because platforms don't typically notify you when it happens. Here are some signs to look out for:

Reasons for shadowbanning: Unveiling the algorithms 

Understanding why shadowbans occur can help you avoid them. Here are some common reasons:

Violation of community guidelines 

Platforms have strict rules regarding hate speech, harassment, and other harmful behaviours. Violating these guidelines can lead to shadowbanning.

Misuse of hashtags  

Overusing or using banned or irrelevant hashtags can trigger a shadowban. Make sure your hashtags are genuinely related to your content. To give you guidance, here is a blog on what hashtags to avoid on Instagram.

Rapid growth in follower account 

Sudden, unnatural spikes in your follower count can raise suspicion and result in shadowbanning. Aim for organic growth.

Bot activity

Engaging with bots or using automated tools for liking, commenting, or following can lead to a shadowban.

Participation in controversial topics

Discussing controversial or sensitive topics, especially without appropriate context or sensitivity, may flag your account for shadowbanning.

Platform specific shadow banning

When it comes to shadow banning, each social media platform has its own set of rules, algorithms, and triggers. What constitutes a shadow ban on one platform may not be the same on another:


Whilst Instagram initially claimed that “shadowbanning was not a real thing, they later acknowledged that posts categorised as “inappropriate for our international community” would not be featured on the Instagram Explore Page even if they were within their Community Guidelines. 

The most common reasons for shadowbanning on Instagram are for using third-party automation tools, engaging in fake likes and follows, or posting inappropriate content. To avoid any issues on Instagram, it’s essential users need to be aware of these platform-specific shadowbanning triggers and abide to community guidelines.  


A TikTok shadowban occurs when your account is inadvertently blocked or partially restricted on the app. Consequently, your content no longer appears on the coveted “For You” page, and you may not notice a decline in likes, views, and comments. 

This form of restriction is an automatic process implemented by TikTok’s algorithm, primarily designed to safeguard users from copyright issues, spam, inappropriate content and threats. The common reasons for shadowbanning are similar to those on other social media platforms. 

How to avoid being shadowbanned: Best practices and strategies 

Prevention is the best approach when it comes to shadowbanning. Here are some strategies to stay in the clear:

Create authentic and engaging content

Focus on producing high-quality, original content that resonates with your audience.

Use hashtags wisely

Occasionally, a well-loved hashtag can fall victim to misuse by inappropriate users, prompting platforms to take action by either removing the hashtag from search results or restricting its content. Although there isn't an official roster of banned hashtags, exploring various sources of suggested hashtags can provide valuable assistance in navigating this challenge.

Build an engaged community

Promote authentic engagement with your followers by actively responding to their comments and messages. Paying for likes may seem tempting, but it's not only an ineffective strategy; it can also raise alarms with social networks. 

Therefore, it's advisable to steer clear of such practices entirely and focus on creating content that genuinely resonates with your audience and encourages their natural engagement.

Engage authentically

Avoid automation tools and engage with others in a genuine, human manner.

Follow platform guidelines

Familiarise yourself with and adhere to the rules and guidelines depending on the platform you're using.

Stay informed

Keep up with changes in platform policies and algorithms to adapt your strategy accordingly. 

How to remove a shadow ban

If you suspect you've been shadowbanned, here's how to address the issue:

Identify the shadow ban

The first step in resolving a shadow ban is to identify whether you're actually facing one. Look for the signs mentioned earlier to confirm if you are indeed shadowbanned. To confirm your suspicions, try searching for your profile using a different account or an incognito browser window. If your posts or profile aren't showing up as they should, you may indeed be shadowbanned.

Analyse the possible causes

Understanding why you received a shadow ban is crucial to its removal. Take a moment to review your recent activity on the platform. Have you posted content that may have violated the platform's community guidelines or terms of service? Are you using hashtags that have been banned, or have you engaged in spammy behaviour? Reflect on any recent changes in your posting habits that might have triggered the shadow ban.

Address the issue

Once you've identified potential issues that led to the shadow ban, it's time to address them. Start by removing or editing any content that might have violated the platform's rules. Adjust your posting behaviour to align with the platform's guidelines, avoiding spammy tactics, excessive use of hashtags, or other suspicious activities. It's also a good idea to take a brief break from posting to allow the platform's algorithms to reassess your account.

Contact platform support

If you've taken steps to address the shadow ban but still face restrictions, don't hesitate to reach out to the platform's support team. There are a few ways to report your shadowban: 

  1. Go to the Account Status feature to see if a post has been taken down and then request a review directly from the page. 
  2. Use the native “Report a Problem” option within the Instagram app. To do this, go to your Instagram Settings, click Help, select “Report a Problem,” and describe your issue.

Overall, shadowbanning is a nuanced challenge in the world of social media, but with awareness and adherence to platform guidelines, you can minimise the risk and continue to grow your online presence authentically. 

By creating engaging content, fostering a genuine community, and staying informed about platform changes, you can navigate the digital landscape while avoiding the shadow of a shadowban.

Getting Started with Influencer Paid Partnerships

If you’re a brand you’ve likely heard many people stress the importance of paying the right person to represent your brand, delivering the perfect message to the right audience in the right way. It could be quite challenging to reach the right person, like how Haig Club needs a David Beckham, and L’Oreal seeks collaborations with someone like Eva Longoria. But it’s all about investing in your heroes for mass visibility and developing a distinctive brand identity. 

The effort will always be on the brand, and the power in the hands of the talent, celebrity or influencer. This is where paid partnerships or paid collaborations come in place, where brands and influencers collaborate to reach a mutual benefit and a value exchange. 

We’ll walk you through everything you need to know about paid partnerships with influencers and content creators on social media like Instagram and TikTok. 

What is a paid partnership?

Paid partnership is a collaboration between a brand and an influencer or content creator to promote specific products or services in exchange for payment or commissions. Normally, the brand pays the influencer to promote their products on social media channels like TikTok and Instagram. Paid partnership content can take various formats including a static image, carousel posts, or video content—it’s all up to what works best for your brand, the influencer, and your target audience.

How paid partnership works?

Brands can do a paid partnership campaign with an influencer across various social media platforms depending on where their audience is. The most common social media to do paid partnerships are Instagram and TikTok. Here is what you need to know about paid partnerships on Instagram and TikTok:

Paid partnership on Instagram

Instagram paid partnership is when a brand compensates an influencer or a content creator to promote a specific product or service through branded content on Instagram feed, story, reels, or live videos. But what does paid partnership content on Instagram actually look like?

Instagram comes with a convenient paid partnership tool that simplifies your collaboration, makes it more trackable, and helps it stand out. This tool includes a tag that says “Paid Partnerships With…”. Influencers can use this tag to show that they have a commercial relationship with the brand, which also means they get compensation for their posts. This feature aims to increase the level of transparency and make it clear that the content is an advertisement. Brands could also incorporate a discount code or affiliate links into the influencer’s sponsored content to drive more sales or conversions. 

Paid partnership on TikTok

In addition to Instagram, brands can collaborate with TikTok influencers or content creators to promote specific products or services through the creator’s content and provide monetary compensation in return. TikTok's storytelling format has created valuable opportunities for brands and creators to work together in developing more personalised, natural, and engaging advertisement videos on TikTok.

On TikTok, ads created in partnership with brands are categorised as branded content and must follow the platform’s guidelines regarding sponsored TikTok posts. It needs to be clear which product or service you promote through the video or the caption. Also, influencers must disclose that the partnership video is a branded content by activating the Branded Content toggle on the app. 

In an effort to support advertisers, TikTok has recently launched several paid partnership programs. For example, TikTok Pulse is a new service that guarantees brands’ videos to appear alongside the top 4% of videos on the platform at any given time. Additionally, there is the “Branded Mission” initiative, which allows advertisers to source authentic videos from creators and convert the most performing content into ads. Then creators will receive cash payments if their videos are chosen. 

What are paid partnership benefits for brands?

Paid partnership is one of the most effective ways to collaborate with influencers. Here are the benefits brands can expect when partnering with influencers:

Raising brand awareness and exposure

Influencers have a large circle of niche audiences who are highly engaged individuals with specific interests. Partnering with an influencer to create branded or promotional content can get your brand in front of many new potential audiences and raise awareness of your products or services. The more people are aware of your brand, the more likely they are to engage with your products or services, consider your offerings when making purchasing decisions, and become loyal customers over time. 

Gain credibility and trust

Influencers are trusted by their audience, who regard their content as authentic and reliable. When influencers genuinely enjoy a brand’s offerings, they will provide authentic endorsements of the products and willingly promote them to their audience. Plus, influencers consistently create content that resonates with their followers. Therefore, partnering with influencers helps brands earn more trust and credibility with their desired audience.

Increase conversions and sales

Paid partnerships with influencers can help to drive more traffic to your brand’s website as your brand will be exposed to a new audience base that could be interested in your products or services. Also, endorsement content from paid partnerships can motivate audiences to make purchases based on the influencer’s recommendations, as they perceive the influencer’s content as credible. Therefore, by partnering with the right influencers, a brand can enhance their website traffic, boost conversions, and increase sales.

In most cases, influencers' paid partnerships can be tracked and measured, allowing brands to assess the impact of the collaboration on sales and ROI. Most of the social media platforms also already have a metrics tool to measure and analyse the results of the campaign. For example, on Instagram, you can see the paid partnership content insights which include the reach, engagement, impressions, reactions and comments, CPM, CTR, and many more.

Paid Partnership with Room Unlocked

Sometimes, the only thing you’re trying to sell isn’t the only thing they want to buy, and, in listening to our clients, they’ve held up a mirror to one of the truisms we’ve always championed.

For every one of you who’s heard us trumpet the benefits of paid collaborations, as sure as night follows day - the follow up is always our ‘but…’. Altogether, here’s the catch: “There are too many brands paying too much money to too many people to promote them.” This is where we come in with our unique selling point (USP): connecting brands and influencers for a mutual benefit, a value exchange. 

We’ve banged the drum, hung out the banners and advertised hard and in doing so, we’ve been told we’re ignoring a large piece of the jigsaw.  The importance of ‘meeting in the middle’ and mutual benefit, doesn’t need to live in the non-paid space only. Cue ‘light bulb moment’. 

Our longest serving client said they were really interested to see what Room Unlocked could do for their paid collaborations.  Brand love, they suggested, could still be factored into commercial relationships. So, after a bit of internal reflection, we ran a campaign for them.  And saved them 70% of their allocated budget because the perfect match was so desperate to work on the opportunity.

So we ran another, and the same thing happened - the client’s budget went far further because people who wanted to represent the brand offered their services at better rates.  And another brand, another example, same result.  

And so paid collaborations are now live at Room Unlocked - where brands will use us to unlock their influential advocates who are available, interested and keen to partner; for the love - not just the money.

That’s the beauty of Room Unlocked, the space where collaboration and brand love are still the most important factors.  So join us, save time and save your money.  Unlock your heroes to create your identity, and then reward your advocates to spread this message further and wider.

Business is always better when it’s a meeting, not a chase. Book a free platform demo today and find out how Room Unlocked can make a difference for your paid partnership campaign. 

Women’s History Month: The female influencers to look out for

Women’s History Month is dedicated to recognising the achievements of women across the globe, with this year’s theme dedicated to ‘celebrating women who tell our stories’. We, therefore, think it's more important than ever to celebrate the female influencers that utilise their platforms as resources for education and to promote positive messages - and most importantly, to tell their individual, inspiring stories too. In this blog, we’ll be discussing the importance of making social media a more positive and healthy space; and, we’ll be shedding light on some of the female influencers we admire on Room Unlocked’s platform for doing just that, as well as the three steps influencers are taking to make social media a more positive and healthy space.

It’s important to promote positive messages

We recently commissioned some nationwide research and found that social media users highly resonate with influencers who post content that, to an extent, caters to their own beliefs and values - women specifically, with 1 in 4 women saying this is one of the main factors they look for in those they follow! With that in mind, let’s see how female influencers are inspiring their audiences and helping to make social media a more authentic space.

What are creators doing to support this?

Content creators are myth-busting to build trust in communities

Have you ever been scrolling on social media and landed on the notorious ‘clickbait’ workout videos? The caption is often something along the lines of ‘Try this workout for 5 days and watch your body transform’ – great clickbait, right? However, this type of content can have detrimental effects on people who struggle with their body image or who struggle to reach their workout goals.

Luckily, we’ve seen a huge shift away from these types of videos recently. More influencers are now motivating people to be kinder to themselves, busting workout myths and spreading awareness of the toxicity of clickbait videos. We think this rise in honesty is great for workout communities on socials as it gives space for body positivity to come forward as well as realistic goals and training routines, rather than toxic and incorrect workout advice.

Jumping on the ‘deinfluencing’ trend to keep it real

To show the impact that consumerism can have on social media users, and in an attempt to be more authentic with their following base, many influencers have been sharing their true, unfiltered opinions on products that have been trending, stating whether they think they are worth purchasing - deinfluencing their followers. Acting as the antithesis to traditional influencing, this trend is being referred to as #deinfluencing and has generated millions of videos on TikTok!

Its popularity comes as no surprise - influencers are more relatable when they are ‘real’ with their audiences, so when an authentic creator says a product is not worth the hype, their word is taken seriously. This authenticity is exactly what we want to see more of on social media, as we believe it’ll help influencers build a closer and more genuine relationship with their community.

Influencers are revealing the toxicity of filters

Filters started emerging in the social media space around 2011 and blew up in 2013, causing a widespread use of filters on all social media platforms; from the iconic flower crown filter on Snapchat, all the way to various ‘glowy skin’ filters on Instagram, we’ve seen it all! Unfortunately, filters have been known to contribute to poor self-esteem and a distorted body image amongst users, especially the younger audience. But thankfully, ‘face-fixing’ filters are slowly losing their appeal as creators are beginning to advocate for a more relatable and body-positive look.

There has been a rise of TikTok creators that are turning off beauty filters on their posts to show their real skin texture and flaws, reminding their followers just how common ‘non-perfect’ skin is. This new wave of genuine, authentic content on TikTok stands against unattainable beauty standards and we are definitely here for it!

Lucy Dawson, aka @luuudaw, is a disabled model and activist after contracting a rare brain disease called encephalitis in 2016. Featured in numerous campaigns with major fashion brands, she has been an advocate for disability awareness joining movements such as the #DisabledAndSexycampaign, and the #BabesWithMobilityAidshashtag.

 Jelena Fairweather, aka @into.trends, is a food and lifestyle influencer with a following of over 20,000. You might recognise her appearance in Masterchef in 2019. She encourages women to be the best and healthiest version of themselves through her healthy food recipes and fun cocktails.

Charlotte Pemberto, aka @lifeofcharliejames, is a mother of two boys documenting cute outfit pics of her sons Charlie and James and meal prep ideas for mothers. Her content also aims to help women who are new to motherhood and how to navigate processes such as weaning.

 Gemma Baker, aka @gemmagoesgloba,  a luxury travel and lifestyle creator. From Abu Dhabi to Argentina, Gemma travels to all corners of the world. As a solo female traveller, she gives her top tips on the best food, activities and places to visit.

We hope this blog helped bring awareness to the ways inspirational female influencers are adding authenticity and positivity to the social media space. By joining movements that encourage real and unfiltered content, creators are creating a space for genuine communities to be built.

This allows brands to feel confident that their chosen influencers will promote their products because they actually love them and are excited to share them with their audience, and not just for the money. If you’re looking to source authentic advocates for your brand, find out more here.