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TikTok as an influencer marketing channel for user acquisition

Author

Listed:
  • Allegrini, Amanda

    (OneFootball GmbH, Germany)

Abstract

This paper describes how OneFootball partnered with a number of social media influencers on TikTok to drive the acquisition of OneFootball app users. The paper describes the different organic and paid formats used to drive app installs, and how influencer marketing and paid user acquisition intertwine in this context. By discussing the learnings from recent campaigns, the paper shines fresh light on the best practices for developing win-win partnerships with content creators, in addition to the potential impact of sustained investment in TikTok.

Suggested Citation

  • Allegrini, Amanda, 2023. "TikTok as an influencer marketing channel for user acquisition," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 11(2), pages 107-114, September.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:11:i:2:p:107-114
    as

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    More about this item

    Keywords

    TikTok; influencer marketing; app marketing; mobile marketing; user acquisition; social media;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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