SOCIAL MEDIA

Study of TikTok influencers emphasises the ‘authenticity’ challenge

By our African Marketing Confederation News Team | 2024

Canadian academics find that brand-sponsored campaigns are more effective when using smaller creators. But there are exceptions.

When it comes to brand-sponsored campaigns on TikTok, followers better engage with, and trust, the authenticity of smaller creators, a new study by Canadian academics has found.

Image by Mohamed Hassan from Pixabay

 

This confirms other recent studies and comments by social media experts, asserting that the power of macro- and mega-influencers is waning because consumers believe their content lacks authenticity. 

 

The new research from the University of Ottawa’s Telfer School of Management, published in the peer-reviewed journal Psychology & Marketing, aims to help brands and businesses develop more successful strategies on TikTok by delving into how users interact with sponsored user-generated content. 

 

Researchers found that the most successful engagement around brand-sponsored content mirrors TikTok’s own image as an unfiltered, raw and authentic platform. 

 

Consumers questioned the authenticity of bigger influencers with a reach of over half a million followers (categorised by the researchers as ‘super influencers’) and showed less engagement with their sponsored posts relative to the non-sponsored content of those same influencers. 

 

Smaller creators experienced no drop in engagement 

 

In contrast, smaller content creators (categorised by the researchers as having around 15,000 followers) did not experience a drop in engagement when promoting similar sponsored content. According to the research team, their smaller size “makes them able to foster a stronger sense of trust”. 

 

Interestingly, however, the study finds that there are some exceptions to this – perhaps emphasising how difficult it can be for marketers to find the optimum TikTok influencer strategy. 

 

The researchers explain: “When [popular influencers] promote smaller, lesser-known brands, engagement remains strong. However, endorsing large, well-known brands often results in lower consumer engagement due to perceived lack of authenticity.” 

 

Says Argiro Kliamenakis, an Assistant Professor of Marketing at the University of Ottawa: “This likely stems from the perception that more popular creators prioritise commercial interests and monetary gains over genuine connections with their audience, and the sheer size of their audience may dilute the personal connection. 

 

“This issue is exacerbated when large influencers promote large brands, as these brands are often perceived as inauthentic and profit-driven, leading to lower engagement with this type of content.  

 

“Therefore, larger brands may find greater value in sponsoring multiple smaller creators and employing other promotional strategies with larger influencers to encourage organic content.” 

 

You can find out more about the study, titled ‘Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user‐generated content’, here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.