Let’s set the scene: Your horse pulls up to town, your boots hit the dirt, you look around and put your hand on the holster. Except you’re not in a Wild West film—you’re sitting at your desk, talking to a TikTok influencer, trying to negotiate a brand deal.
The great unknown of what will unfold feels eerily reminiscent of a cowboy arriving in a new town, not knowing if they’ll be met favorably or get run out. Welcome to 2022, where creators and their teams have no idea what to charge, and brands have no idea what to pay.
While people around the world were stuck at home during the pandemic, consumers flocked to TikTok for their short-form video binges of dogs, babies and viral dances while lying on a couch, dodging Covid-19. It’s no surprise that TikTok rose to be the most visited site in 2021 and explains why brands and advertisers are flocking to the platform with a blank checkbook. Here are a few things to keep in mind for all parties involved.
A platform of discovery
The majority of TikTok users watch content based on their For You page rather than on people they follow. What that means is, if you create content, your videos are being surfaced to people who may have an affinity for them.
It’s great for anyone trying to build awareness about something; however, it’s created a situation where influencers are a dime a dozen. With content creators becoming “famous” so much quicker than in the past, it’s fairly common to connect with a creator who has no business acumen, doesn’t understand pricing for advertising and is purely focused on getting the most amount of money with the biggest number of brands possible.
Unlike Instagram, where each post you publish is being delivered to a percentage of your audience and thus can compete for engagement, TikTok allows for content to be posted more frequently due to its discovery foundations.
