Once celebrated as the anti-Instagram, TikTok gained fame for its raw, non-curated content that fostered consumer trust and sent products flying off the shelves. However, as the platform matures and becomes saturated with ads and sponsored content, it faces a shift similar to Instagram’s monetization phase, leaving consumers more cautious and brands adjusting their strategies.
The Shift from Raw to Polished Content
In its early days, TikTok thrived on off-the-cuff, unfiltered videos that stood out against Instagram’s polished aesthetic. Influencers could gain massive followings overnight with candid videos, creating a sense of authenticity. But today, TikTok is inundated with professionally produced ads and sponsored content, blurring the lines between the two platforms.
According to Michelle Miller, SVP of global marketing at hair-care brand K18, “It’s a different place than it was when we started.” This sentiment is echoed by the increasing percentage of sponsored content, with Nielsen reporting that nearly half of all beauty-related content on TikTok is now paid.
Adapting to a Pay-to-Play Environment
Brands are responding to TikTok’s evolving landscape by emphasizing organic content and user-generated content (UGC), while still investing in high-budget influencers and TikTok Shop. The focus is on maintaining authenticity amid the platform’s growing commercialization. Rachel Lockett, VP of marketing at MAC Cosmetics, notes that consumers are now adept at spotting ads, prompting brands to adapt their strategies to appear more genuine.
Influencers and the Quest for Authenticity
Influencers have also had to navigate the changes. The platform’s commercialization has led to increased scrutiny and backlash for undisclosed sponsored content. Despite these challenges, influencers who manage to blend polished production with authentic engagement continue to thrive.
Sarah McNamara, CMO of Peter Thomas Roth, acknowledges the difficulty in maintaining authenticity in a saturated market but emphasizes the importance of adapting to these changes. Successful campaigns, such as those by K18, illustrate the ongoing potential of TikTok as a powerful marketing tool, provided brands and influencers can strike the right balance between polished and genuine content.
