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The year 2019 witnessed the rise and fall of a lot of content creators and platforms. It also saw the rise of several OTT platforms, which means declining dependency on Facebook and YouTube. Facebook became expensive for brands and creators with changes in its algorithms. YouTube too tweaked many of its policies, making it not that friendly.

On the other hand, Instagram launched several features to increase engagement on the platform—becoming user-friendly for consumers, brands and content creators/influencers. The underdog TikTok rose to be the go-to place for people who wanted to be heard but whose voice was getting lost on Facebook and YouTube among the already well-established content platforms and influencers. As the platform started gaining traction, these people became the TikTok celebrities and influencers, coming at power with Facebook and Instagram influencers.

A lot of audiences moved to TikTok and Instagram. Taking advantage of this shift, a lot of brands started experimenting with various features of the platforms, fetching massive reach and engagement at the same time.

In a most recent case, one of the biggest mobile phone brands, Samsung, launched an influencer marketing campaign using TikTok influencers to amplify the campaign #DanceAwesome launched to promote the Samsung Galaxy A series. These TikTok influencers are seen dancing on the campaign song and encouraging their followers to showcase their dance moves on the track.

Video of the campaign:

The video features the South Korean girl group, Blackpink. They are seen dancing on a track created by them, especially for the phone brand. The campaign invites people to showcase their dance talent by dancing on the campaign song on TikTok.

TikTok influencers are seen amplifying the UGC campaign on the platform and Instagram.

TikTok influencer post:

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A post shared by Rits Badiani (Ritika) (@rits_badiani) on

The brand has also created a video in which the K-Pop superband Blackpink is seen teaching dance steps.

The video:

The strategy works best for the brand because the Korean band has a massive fan following, which will help them fetch strong brand awareness. Using TikTok influencers to promote and engage with the audience is the icing on the top.

Users will be able to see Blackpink’s content like booting animation, etc., on the phone when it is switched on.

According to the Sheeko Brandscore graph, the brand has been consistent in its Instagram campaigns. For this particular campaign, Samsung has garnered a reach of more than two million by associating with TikTok influencers. The estimated media value for associating with these influencers is around Rs 5-10 lakh.

Sheeko Brandscore graph of Samsung on Instagram: