With growing demand for performance data, Influency.me now offers in-app engagement monitoring.
O TikTok, an application from the company ByteDance, emerged eight years ago and has already established itself as a source of information, especially among “Generation Z”. For 1 in 5 born between 1995 and 2010, Tiktok is the the only platform they use to search for informationpoints out a report from Reuters Institute Digital News.
For content creators, the platform is already considered the 2nd best for monetizing content, according to research carried out by Influency.me. Monetization translates into the platform paying the influencer for the views and reach their content generated, a more traditional way of profiting from social networks.
For brands, Tiktok is already considered essential, with 60% of them carrying out activations on this social network in 2023. In 2022, this rate was 35%, according to Influency.me, which interviewed 350 influencer marketing professionals.
Tiktok has 1 million influencers in Brazil
A survey carried out in April 2024 by Influency.me shows that Tiktok already has 1 million influencers, consolidating itself as the 2nd social network with the most influencers in the country. On Instagram, there are 1 million and 200 thousand content producers.
TikTok is the social network on which users spend, on average, the most time: 95 minutes per day. Then the YouTubewith 74 minutes, and the Instagram, with 51 minutes. The data comes from research carried out by Sensor Tower.
“A comparatively new social network, Tiktok has already surpassed Instagram when the issue evaluated is the user’s time on the app. This data may be relevant for beginner influencers, who can still choose which network to focus their efforts on and where they will have the most financial return”, points out Rodrigo Azevedo, CEO of Influency.me.
Brands look to Tiktok metrics
With so many influencers and users, reach and impact metrics of ‘publics’ on Tiktok are a market necessity. In 2024, Influency.me added this service to its portfolio and says that this was a request from its customers.
“TikTok has established itself as one of the main social networks. At the request of our customers, our platform now makes it possible to monitor engagement with posts on TikTok. We have seen that the demand for this service has grown a lot”, analyzes the CEO of Influency.me.
The objective of automatic and real-time metrics is to understand how content (posted organically or as paid partnerships) connected with the public.
“How long the user stayed in that video, whether they watched it until the end, whether they liked, commented or shared it. With more and more campaigns running on Tiktok, knowing in-depth performance metrics on this network is essential for brands to invest in what has the most potential”, concludes the CEO.
*Cover photo: Disclosure/Influency.me
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