July Beauty and Fashion Rankings: Beauty and Fashion Brands Rev Up TikTok’s Influencer Marketing Engine

“Influencers are like the new catalogue,” adds Nguyen, who has a devoted Instagram following of 125,000 and counting. “When you have that database of inspiration [on someone’s Instagram or blog], it is so much easier than walking into a store with a whole bunch of stuff on the shelves, and you don’t know how to style it.”

The influencer market will be, by some estimates, worth close to $15 billion in just a few years, with hundreds of thousands of people earning sizable income from viral videos and social posts. By Karat’s own count, there are over a million professional full-time creators globally who earn at least $80,000 a year—but many of them have trouble acces... See more

“Creators are the lifeblood of TikTok. They enable authenticity and have the ear of the community.” Community drives discovery and entertainment drives action. If brands want to be a part of the future of community commerce, they must be willing to listen to the community to determine micro-trends and utilize creators to create the best impact.

More than any other generation, Gen Z uses TikTok as a search engine—making social media their primary tool for researching products online.