TikTok Is the Influencer’s Next Frontier

Doug FrenchFatherhood on Friday

You know TikTok, right? That dumb app thing your kid dances on, and it’s had some problems with concerns over privacy and security? It is all those things, but its massive popularity — TikTok just reached two billion downloads, and its galaxy of 800 million active users has probably increased by 10,000 since you started reading this — has it positioned as the next big thing among influencers looking for an alternative to Instagram.

So says our friend and frequent Summit contributor Beau Coffron, who has blazed a lot of trails over his nine-year career as Lunchbox Dad.  He established his second vertical long before it became imperative, and as a social media professional, he’s built up formidable followings everywhere he’s tried. And now, he’s directing his attention to adding a TikTok presence to his burgeoning media empire.

There are a lot of reasons to consider following his lead. TikTok is another opportunity to innovate with video, which makes the cornerstone of most influencer campaigns more appealingly bite-sized (and fills that Vine-shaped hole in our hearts). You can amass followers in no time (Beau has 50K in just five months), but more importantly, you don’t even need them to get a lot of views. That’s because TikTok’s algorithm circulates your videos to similar “For You” feeds without a date stamp, conferring a much longer shelf life onto your work. Since there aren’t a lot of dads on it yet, intrepid content makers can venture forth and plant their flags in a whole new territory.

As of now, TikTok isn’t readily monetizable, so Beau tends to package its videos as part of larger contracts with brand partners. It’s a matter of time, though, until TikTok’s power becomes more widely known, and brands, Beau conjectures, will be on board with it “by the end of the year.”

So if you’re using this time to reassess your influence and demographics and think TikTok could work for you, do your research and dive into some of the most engaging content online. And be prepared for a little snarky scrutiny (which, as dads, we’re already pretty used to).


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Image: Lunchbox Dad on TikTok