In a surprising turn of events at the People's Choice Awards 2024, celebrities found themselves rubbing elbows with a new breed of influencers: TikTokers. The appearance of these digital content creators left many ‘traditional’ celebrities (such as singer Billie Eilish) scratching their heads, wondering why they were sharing the spotlight on the prestigious red carpet.

The landscape of the term ‘influencer’ and ‘celebrity’ has completely shifted in recent years with the rise of the platform TikTok. Gone are the days when celebrities were the only influencers fans looked up to. A new wave of influencers have emerged, which have captivated their audience's attention with their transparency and relatability. 

As celebrities mingled with TikTok stars at the People's Choice Awards, it became evident that the lines between traditional fame and digital influence were blurring. The presence of TikTokers at such a high-profile event proved the growing impact of social media on popular culture and entertainment.

But why were these TikTok influencers at the People's Choice Awards, and what does their presence signify? The answer is - the growth of the digital age and accessibility. Unlike traditional celebrities who often maintain a certain level of mystery, TikTokers connect with their audience on a more personal level. Through short-form videos that offer glimpses into their everyday lives, TikTok influencers have created genuine relationships with millions of followers worldwide.

TikTok has democratised fame, offering a platform where anyone can upload videos and showcase their talents which has completely reshaped the entertainment industry, challenging the traditional hierarchy of celebrity status.

TikTok's algorithm-driven content has enabled creators to reach high levels of visibility and engagement, targeted at their ideal audience. The ‘for you’ page (clue in the name) only shows you content that is relatable and enjoyable to you, rather than celebrity status, which will ultimately boost favouritism to these ‘ordinary’ online influencers.

In this new era of influence, trust is at the forefront. Audiences are increasingly turning to real influencers - individuals who genuinely connect with them on a human level - rather than traditional celebrities who may seem distant and out of touch. The growth of these upcoming influencers doesn’t seem like it's going to be stopping anytime soon. 

As the lines between traditional fame and digital influence continue to blur, events like the People's Choice Awards are a reflection of our evolving cultural landscape. TikTok influencers are not merely guests at the table; they are the future of marketing, entertainment and influence, one video at a time. As audiences focus their preferences on authenticity over celebrity, the rise of TikTok marks a paradigm shift in the way we define fame and influence in the 21st century.

Remember - focusing your efforts on TikTok may not be applicable to you or your business. To evaluate whether or not it will be worth your efforts to focus on this channel, build out a channel strategy for each of your personas, listing out the active channels and non active channels based on each persona. 

Download our buyer persona toolkit. This toolkit is jam packed with b2b persona templates and b2c guides so you can get started on building the most effective personas for your organisation.

If you want to build an effective marketing strategy that includes how to build a channel strategy for your business in much further detail, join Fabric and gain instant access to 1-1 coaching sessions with a dedicated expert marketing practitioner, monthly masterclasses, a place on our award winning 12-week Master Strategy Programme, and so much more. Download the brochure today.