5 successful TikTok influencer marketing campaigns
If you’re starting to build social media strategy in 2023, it would be hard not to consider using TikTok as a part of it. TikTok has reached one billion monthly active users and more than 173 million installs across app stores in the previous year alone. Tiktok is definitely starting to get as powerful as any other “big” platform.
In the world of TikTok, empathic and transparent content is at its rise. Users are favoring raw and engaging content rather than highly edited, scripted posts which are the type of posts that brands usually produce for platforms. This style difference is what ensures TikTok creators a connection with their audience that are hard to match elsewhere. This also makes TikTok an opportunistic platform in a way where you can put your voice out there, and strike a perfect balance between authenticity and marketing. If we compared American and Croatian creators we would notice a significant difference in production, quality, creativity, cost, and effectivity. American creators and influencers are trend-setters and basically a blueprint for the rest of the world.
Here are 5 successful TikTok campaigns from 2022:
1. Zach King — Amazon
One of the top TikTok videos in 2022 in the tech industry was by an influencer and a creator @zachking, who has an incredible reach of approx. 66.4M. This video reached over 46M views, resulting in 1 million likes and 3.4K shares. The video was sponsored by Amazon, a brand that has been making big impact on TikTok influencer marketing in the past year.
As one of the most successful creators with nearly 63 million followers, videos from Zach King reach millions of viewers on a daily basis. In the past, he even reached into the billions, and he holds the title of TikTok’s most-viewed video. King’s career is defined by his ability to master platforms with his special branding and unique video magic production. On TikTok, his content is filled with humor and entertainment. Many pieces of content include perfectly satisfying loops, making them easy to watch repeatedly. What makes Zach really successful is high-cost production, a team consisted of 25 people, and unique ideas. Creators and influencers in Croatia aren’t operating with such high budgets and high quality content which is reasonable considering Zach is an internationally known creator.
2. Celina Myers — Walmart
The top TikTok video in the home&garden industry was by @celinaspookyboo, an entertaining creator with a reach of nearly 23M. Her video reached 140M views. The video also resulted in over 800K likes and 4.5K shares. The video was sponsored by Walmart, which was one of the top-spending brands on TikTok influencer marketing in 2021.
Celina Spookyboo, whose real name is Celina Myers, is known on TikTok for telling pun jokes to her husband, having over 25 million followers on the app in less three years. Celina built a unique humoruous approach into different platforms and truly connected with TikTok. Celina started creating comedy sketches with a twist of paranormal and fastly blew up on the platform. She has created many comedic videos of herself sleepwalking in the middle of the night. As of 2023, Celina is in the top 100 most followed influencers on TikTok.
3. Emma Marie — Pacsun
The top video in the fashion industry was by @emma.marie26, who has a 3M reach. Her video gained 31.8M views. Engagements were high, as the video brought over 800K likes and 876 shares. The video was sponsored by Pacsun, a leading brand in TikTok influencer marketing game.
Emma Marie is a YouTube influencer who later expanded her social media presence on TikTok. She is one of the sisters of the Emma&Ellie YouTube channel, which has over 1.1 million subscribers. Emma and her sister Ellie post fashion vlogs, DIY’s, crafts, challenges, dancing and other type of fun videos. She even has her own YouTube channel called Emma Marie’s World, where she oftenly talks about aspects of her personal life.
4. Moontellthat — Pizza Hut
The top TikTok video in the food industry was by @moontellthat. The video gained 14.1M views. The video resulted an impactful engagement, driving over 300 likes and 1.2K shares. The video was sponsored by one of the most popular pizza chains in the world, Pizza Hut.
Moontelllthat, whose name is Oanh Moon Nguyen, is a popular content creator and so-called a web star. She is one of the most popular American content creators of Vietnamese descent. Besides Tikok, she is also creating Youtube content which she started back in 2020 out of boredom during the early phase of COVID-19. Oanh rose to internet fame firstly by creating family skits that brought her account to whoppingly 7 million followers. She moved to YouTube to expand her presence, and she has gained more than 30K subscribers and as a cherry on the top, she has over 500K followers on Instagram.
5. Mikayla Nogueira — Good Molecules
Lastly, but certainly not the least, the top video in beauty industry was by beauty influencer @mikaylanogueira, who has an incredibly engaging audience of 11.5M. Her video gained impressive 140M views and resulted in over 300K likes with 3.4K shares. The video was sponsored by popular low-cost skincare brand Good Molecules.
Mikayla is widely known for posting make-up tutorials, product reviews, beauty routines, brand promotions, and other beauty videos. She is known for being honest and transparent in her views of many different beauty products, which is definitely something that differentiates from other beauty influencers. After the enormous success of her videos, Mikayla has been the trending topic of articles in major publications, including The Boston Globe, and Allure. In December 2020, she won the American Influencer Award for Emerging Makeup Artist of the Year.