By Haley Chung
You’ve heard of Instagram and YouTube influencers, but did you know that there’s a new generation of influencers on the rise? Just like any other social media app, Tik Tok is dominated by a few famous influencers.
A lot of these top influencers have gathered into collectives, reminiscent of YouTube’s Team Ten, in order to better manage and run influencer campaigns together. These “collab houses” bring rising TikTok stars together in order to help each other’s accounts grow on the app. The biggest and most famous example is the Hype House, which features big-name TikTok creators like Charli and Dixie D’Amelio, Addison Rae, Chase Hudson, Avani Gregg, and others. They have a mansion in Los Angeles, where they make a minimum of a hundred TikToks a day, and are managed together in order to maximize effectiveness of influencer campaigns. When Addison Rae moved into the Hype House in December, she had 2.8 million followers. At the writing of this article, six months later, she’s at 33 million.
Other content creator “collab houses” include Daisy Keech’s Clubhouse and Hadiya Harris’ University of Diversity. All of these collab houses are collectives that pool together influencers with similar followings, and they help each other rise to the top.
One of the main ways brands advertise on the app is by using TikTok’s sponsored hashtags to have influencers start new video trends. Other users and followers will then recreate the video with their own twist, until millions on the app are using the brand’s hashtag. An example is Charli D’Amelio’s campaign for EOS lip balms. She posted a video with her using the lip balm, and the caption said: “duet this video with your @eos to show off your #eos #awesomekiss #ad.” Thousands of videos cropped up with various users making their own videos with the eos and awesomekiss hashtags, and they all had an EOS lip balm in hand. This drove the brand’s engagement with its consumers and increased the buzz around the product.
In other words, there’s a huge hierarchy of “collab houses” and influencers in general on TikTok, and brands are constantly trying to work with them to increase their product engagement and reach. An app that used to be considered a joke is now being used as a platform to engage with Gen-Z and Gen-Alpha consumers, and it’s changing the landscape of youth marketing as we know it.
If your business is looking for TikTok Influencer, contact our Generation Z advertising agency in Los Angeles today so our team can help!