75% of influencers admit that they spend more time on TikTok now than before they were in their forties.

At the end of 2017, as a result of a merger with the now defunct Musical-ly, TikTok was born. Its potential was guaranteed, but no one expected that, after little more than two years of life, it would have such an escalation. The app already has more than 1.5 billion downloads, as well as more than 800 million users who enjoy its characteristic videos and dare to try its challenges.

From its beginnings, it seemed that the social network had its niche in the younger audience, however, in recent times there have been many who, regardless of their age, have taken up TikTok and tried to viralise their own challenges.

The phenomenon has been such that Keeper Experience has launched a qualitative survey of more than a hundred content creators to see if they are adapting to the new piece of social chess.

It is striking to see that, according to the data extracted from the survey, 43% of respondents believe that TikTok will eventually overtake Instagram. It is a figure that evidences and corroborates the voracious growth that the former has undergone, since, despite the fact that almost 39% of them had decided to boost their profile before the quarantine, 77% have consumed it much more during the same period.

These figures are a consequence of the fact that 87% of these creators consider that the successor to Musical-ly has ceased to be a niche network with a very young target in which they did not see themselves reflected, to broaden the age range of its users and reach an ideal audience to impact.

Despite its incipient growth, the commercial aspect of TikTok still seems to be at a somewhat premature stage for influencers, as only 34% of respondents have noticed increased interest from brands in this social network. Only 10% say that it is better than Instagram when it comes to collaborations. It is also worth noting that just over 9% of respondents know of a colleague who has been rejected by brands for not working on their TikTok profile. Therefore, despite the fact that the tiktoker profile is booming, if they had to choose a definition, most of them would choose instagramer.

The rise of TikTok is undeniable, which is why companies specialising in influencer marketing, such as ours, are encouraging creators and clients to work on their profiles on this social network. Nobody knows how the RRSS environment will evolve, but what is clear is that TikTok has settled in it and the influencer who is prepared for it, has a lot to gain.