In 2025, TikTok has established itself as an essential platform for influencer marketing strategies.

With a global audience exceeding 2 billion monthly active users, the platform offers brands unique opportunities to reach and engage diverse audiences. This article explores current influencer marketing trends on TikTok, and offers strategies for brands wishing to optimize their presence on this dynamic platform.

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1. TikTok: fertile ground for influencer marketing

TikTok stands out for its short, engaging content format, encouraging virality and creativity. The platform's algorithms enable rapid distribution of content, giving influencers and brands increased visibility.

What's more, the demographic diversity of TikTok users enables brands to reach a variety of market segments, from teenagers to adults.

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2. Current trends in influencer marketing on TikTok

• Authenticity and transparency: TikTok users appreciate authentic, spontaneous content. Influencers who share real experiences and honest opinions generate higher engagement.
• Challenges and sponsored hashtags: Campaigns based on challenges and sponsored hashtags encourage user participation and increase campaign reach.
• Live streaming: Live sessions enable brands and influencers to interact with their audience in real time, strengthening follower connection and loyalty.

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3. Brand strategies on TikTok

• Collaboration with micro-influencers: Working with influencers with a smaller but engaged audience can offer greater ROI and authenticity.
• Native content creation: Adapting content to TikTok's codes and trends is essential to capture users' attention. Brands need to prioritize content that is creative, entertaining and aligned with the expectations of the TikTok community.
• Use of analytical tools: TikTok offers analytical tools enabling brands to measure the effectiveness of their campaigns and adjust their strategies accordingly.

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Influencer marketing on TikTok offers considerable opportunities for brands in 2025. By adopting strategies tailored to the platform and collaborating with relevant influencers, brands can boost their brand awareness and effectively engage their audience.

To find out how OKEV can help you develop your influencer marketing strategy on TikTok, please contact us.

You can also follow our blog to keep up to date with the latest trends in communications and digital marketing.

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