Prominent TikTok influencers might need to rethink their strategies for brand-sponsored campaigns, as research suggests followers prefer the authenticity of smaller creators over super influencers for paid content. A study from the University of Ottawa’s Telfer School of Management, published in Psychology & Marketing, aimed to guide brands and businesses in formulating more effective social media strategies by examining how users engage with sponsored content. The study discovered that engagement with brand-sponsored posts on TikTok aligns with the platform’s identity as unfiltered, genuine, and raw. While super influencers, with followers numbering over half a million, have noted a decline in engagement with sponsored content compared to their regular posts, smaller influencers, with around 15,000 followers, do not experience this drop, suggesting that their size helps maintain a robust trust connection with their audience.

Despite challenges, when high-profile influencers promote smaller, lesser-known brands, their efforts often maintain strong engagement. However, endorsing large, well-known brands can lead to decreased consumer interest attributed to a perceived lack of authenticity. Argiro Kliamenakis, an Assistant Professor of Marketing at Telfer, suggests this is due to popular creators being perceived as prioritizing commercial interests over genuine connections, which the vastness of their audiences may dilute. The issue is exacerbated when these influencers advocate for large brands, frequently seen as inauthentic and driven by profit, thus dampening engagement.

For brand managers, the key to effective audience engagement is leveraging the authenticity of micro-influencers or niche content creators who maintain engaged followings. This strategy can lead to more favourable responses to sponsored content. In contrast, more prominent brands might find more success by sponsoring multiple smaller creators and using diverse promotional strategies with major influencers to encourage organic content. This approach helps preserve the authenticity crucial for engagement on platforms like TikTok, where consumers are particularly savvy about overt marketing efforts.

Kliamenakis emphasizes the need for further research, particularly into TikTok Lives and other emerging content formats, to understand their influence on engagement and perceived authenticity. His insights highlight the importance of adapting to the nuances of consumer behaviour on social media platforms, which can significantly enhance how brands and businesses strategize their promotional efforts. This ongoing research sheds light on the evolving dynamics of digital marketing and the critical role of authenticity in maintaining consumer interest and engagement.

More information: Darlene Walsh et al, Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user-generated content, Psychology and Marketing. DOI: 10.1002/mar.22075

Journal information: Psychology and Marketing Provided by University of Ottawa