The rise of influencers on TikTok: is it time to invest in this platform?

TikTok is not just another trending social network. It can be understood as the platform where the future of digital marketing is being built, with influencers acting as its main architects.

In this article, Keepers analyses why TikTok has become a key channel for brands, the advantages of working with content creators on the platform, and whether now is the right time to include it in your strategy.

Why has TikTok become an influencer marketing powerhouse?

TikTok has surpassed 1.5 billion monthly active users globally, with steady growth across Spanish-speaking markets. In Spain alone, the platform reaches approximately 18.3 million monthly active users. Its main differentiator is a highly engaging algorithm that allows any piece of content — if it’s creative and authentic — to go viral.

This has created an ideal ecosystem for influencers to connect with real audiences without the need for large advertising budgets.

Engagement, reach and conversion: the data speaks for itself

• Average engagement rate on TikTok: 5.96% (well above Instagram’s 0.83%, according to HypeAuditor 2024).
• 80% of users say they discover new brands through content creators on TikTok (source: TikTok For Business).
• Well-executed campaigns can achieve up to 200% higher conversion rates compared to traditional media.

Types of influencers on TikTok and how to harness their potential

1. Micro-influencers: authenticity and niche reach

With between 10,000 and 100,000 followers, TikTok micro-influencers stand out for their closeness to audiences and high credibility. They are ideal for brands looking to build trust within very specific segments.

A common approach with this type of profile is seeding campaigns: an influencer marketing strategy in which products or services are gifted to creators so they can try them and share their experience organically on social media, without a fixed fee.

This type of communication often feels more genuine and authentic, as creators have full creative freedom. The trade-off is reduced control and no guaranteed posting commitment, as the collaboration is unpaid.

2. Viral creators: the power of creativity

Some profiles may not have millions of followers, but they do have the ability to create content that takes off organically. Identifying them requires experience and close monitoring of the platform, but the results can be highly impactful at a relatively low cost.

These creators often emerge through a single viral video or by launching a trend that is later adopted by thousands of users.

One recent example is Inés de Robles, a creator with a distinctive vintage aesthetic whose videos consistently spark ongoing, viral conversations in the comments section.

3. High-reach influencers: positioning and visibility

When the objective is broad visibility with a higher level of certainty, working with macro-influencers or digital celebrities can be key. In these cases, it’s essential that content respects TikTok’s native language: direct, dynamic and unpolished.

It’s equally important to trust the influencer’s perspective. They know their audience and understand the platform’s dynamics better than anyone.

A good example is the MAC Cosmetics x Fabiana Sevillano campaign. In just a few years, Fabiana has built a highly engaged community that closely follows her day-to-day content. The collaboration was launched at a culturally relevant moment, aligning with current trends to promote the brand’s latest lip combo.

Is now the time to invest in influencer campaigns on TikTok?

Yes — and here’s why:

• Low barrier to entry: TikTok is not yet oversaturated with advertising, keeping collaboration costs competitive.
• Flexible native formats: From honest reviews to viral challenges, TikTok supports multiple styles of product integration.
• Strong appeal to younger audiences: Particularly Gen Z and Millennials, while also gaining traction among older demographics.

Tools and tips to maximise your investment

How to choose the right influencer

Avoid focusing solely on follower numbers. Instead, assess:

• The real engagement rate
• Thematic alignment with your brand
• Content quality (creativity, editing and audience response in the comments)

In conclusion: TikTok is not a fad — it’s an opportunity

TikTok has matured into a powerful content and advertising platform. Influencers are its engine of credibility and virality, and brands that are already investing are seeing results that other platforms no longer deliver as easily.

If your goal is to make an impact, build genuine connections and drive conversions, TikTok deserves a prominent place in your influencer marketing strategy. And if you’re unsure where to start, working with a specialised agency can make the difference between simply showing up and running a truly effective campaign.