Given TikTok’s vast reach–the social media juggernaut reportedly surpassed 1B monthly users by year’s end 2022–it’s no surprise that it’s become the go-to platform for influencers to promote their partnerships.
Influencers have garnered 1B likes from branded posts with more than 1,800 brands on TikTok. Amazon, Walmart, L’Oreal, Shein, and CASETiFY lead the current list (in that order) of brands with the most deals with influencers on the platform.
The top categories with a branded TikTok post are:
- Consumer Products: 22%
- Apparel & Accessories: 17%
- Retail: 11%
- Technology: 10%
- Food Products: 6%
While some categories partner with influencers more than others, emerging categories like Real Estate and Government–each with less than 10 TikTok deals–are getting into the game with TikTok’s stock-in-trade: authentic content that piques consumers’ interest.
Case in point: vacation rental site VRBO, which created a campaign with former NFL player Tim Tebow entertaining friends in a rented VRBO property. The message: though your name might not rhyme with VRBO, you too can have a blast in a VRBO rental. Tebow’s TikTok following totals 758K, a fraction of his 4.6M followers on Twitter.
Meanwhile, Las Vegas Tourism partnered with stock car racer Toni Breidinger to showcase her trip to Sin City and the Las Vegas Motor Speedway, creating a #meanwhileinvegas campaign that provided a glimpse into the day of a visitor to Vegas. Breidinger has 2.1M followers on TikTok, while her audience across all social platforms grew over 20% in 2022.
Kylie Jenner, Charli D’Amelio, Sarah-Jade Bleau, Joyce Tanner, and Addison Rae dominate TikTok’s influencer ranks. Predictably, Jenner leads all influencers in total engagement with branded posts at more than 45M, trailed by Charli D’Amelio with just over 31M. Since we took a look at the D’Amelio twins last year, Charli’s total brand partnerships have grown 145% to 22–15 of which are on TikTok, where her following has increased 12% to north of 150M.