With broadcast TV’s weekly reach declining from 83% to 79%, brands must adapt to effectively reach audiences now favoring platforms like TikTok and Instagram. Jenny Tsai highlights the opportunity for brands to build trust with Gen Z through TikTok’s powerful algorithm and authentic content from influencers. Read the full article here.
Published On: August 17, 2023
As broadcast TV faces a threat from streaming and social media, with its weekly audience reach dropping from 83% in 2021 to 79% in 2022, marking the steepest decline on record, brands need to adapt their advertising strategies to ensure they are effectively reaching their audiences.
Younger audiences are turning to social media, favoring platforms like TikTok, Snapchat, YouTube, and Instagram, with short-form videos becoming popular.
Our CEO, Jenny Tsai, comments on how brands can work with influential sources to maximise their impact within these platforms, especially on TikTok:
“There is a huge shift in the way that consumers – and especially younger generations – get in contact with brands with 40% of Gen Z users preferring TikTok and Instagram for search over Google. A big reason for this is the strength of TikTok’s algorithm in recommending content based on user tastes and the nature of the content itself which is synthesised by creators and influencers considered to be authentic by their audiences.
“This means that there is a strong opportunity for brands to build trust and loyalty with consumers early on. If executed well and in accordance with the appropriate advertising guides and regulations, long-term TikTok brand building strategies can deliver strong trust and results as Gen Z increase their purchasing power over time.”
Read the full article here.
Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
Influencer marketing has transformed significantly in recent years, expanding beyond simply identifying social media personalities with substantial followings. Today’s successful campaigns require sophisticated systems that address the entire marketing process, from strategic creator selection through content development to comprehensive performance analysis.
WeArisma’s Fashion 2025 State of Influence Interactive Report – Your Essential Guide to Beauty Brand Success in the Digital Age.
The fashion landscape is evolving. Traditional strategies no longer guarantee success – Resonance, Virality, and Authentic Engagement are beginning to define market leaders.
Our latest Fashion 2025 State of Influence Report uncovers the key shifts shaping the industry and the strategies fueling sustained impact.
Stay up to date with the latest industry trends and topics
Discover how WeArisma can help you harness the power in influence, grow your brand’s presence, and achieve measurable success.
WeArisma combines the power of AI, influencer marketing and social listening to deliver smarter, scalable strategies with real impact.
