TikTok Royalty: Here are the stars you need to know
Most adults have probably never heard of Loren Gray. But plenty of teens know all about the TikTok celebrity with 38.4 million followers. What exactly makes a creator like Gray soar in popularity is somewhat of a mystery, but those who “understand trends and become early adopters are more likely to gain more traction,” says Ariadna Jacob, CEO of Influences. Creators’ strategies may vary, yet “one thing that makes someone on TikTok stand out is their ability to create authentic content that people want to watch over and over,” adds Jacob, who runs an influencer marketing agency. Here’s a short overview of the TikTok stars who are developing huge fan bases.
For now at least, Loren Gray (@lorengray) is the undisputed queen of TikTok, with more than 38.4 million followers. Having first started posting on Musical.ly in 2015, the 17-year-old singer has amassed a huge following on the platform that’s been renamed TikTok. Most of her videos showcase her lip-synching and dancing skills, and her TikTok fame helped her land a 2018 Virgin Records deal.
Magician Zach King (@zachking) is the reigning king of TikTok with 32.8 million followers. Known for his creative videos that feature sleights of hand and visual illusions, he first achieved fame on YouTube and Vine. The 29-year-old father of two has also appeared in Oreo, BMW, Cinnamon Toast Crunch and Chipotle ads on TikTok.
Singer and actress Ariel Martin (@babyariel) has 30.2 million TikTok followers. The 20-year-old has parlayed her TikTok success into spearheading a variety of ventures: She has launched an anti-bullying campaign, called #ArielMovement, and starred in a Disney Channel film, “Zombies 2.”
Riyaz Aly (@riyaz.14) is a 17-year-old social media sensation who lives in Bhutan. Many of his nearly 28 million followers watch him collaborate with other TikTok influencers via #DuetwithRiyaz. Evoking comparisons to Justin Bieber, Aly often films comedic skits that include his lip-syncing and dancing.
Since Charli D’Amelio (@charlidamelio) posted her first TikTok video in May, she has appeared in a Super Bowl ad for Sabra and danced backstage with Jennifer Lopez (her idol). The 15-year-old with nearly 23 million followers is a member of the Hype House collective, along with her sister Dixie who has drawn nearly 9 million followers to her account (@dixiedamelio).
Twenty-seven-year-old Spencer Polanco Knight (@spencerx) calls himself a “mouth music man” and his TikTok videos show off his beatbox skills. While TikTok is the platform where he attracts the most followers (19 million), he also has a sizable audience on YouTube (1.3 million).
Joelle Joanie “Jojo” Siwa first won acclaim by appearing on Nickelodeon and two seasons of Lifetime’s “Dance Moms.” The dancer and singer, now 17, has 17.4 million followers of her TikTok account (@itsjojosiwa). Recognized for her hair bows and colorful outfits, Siwa’s fans refer to themselves as the “Siwanatorz.” She even scored a merchandising deal with JC Penney.
Identical twinfluencers Alan and Alex Stokes fill their TikTok videos with comedy sketches and choreographed dances. The 22-year-olds participated in Chipotle’s TikTok Timeout campaign, which ran during this year’s Super Bowl match. Nearly 15 million followers track their joint account (@stokestwins).
A member of the Los Angeles-based TikTok collective Hype House, Addison Rae Easterling (@addisonre) is known for her choreographed dance moves and lip-synching skills. With 13 million followers, she also appeared in the TikTok Timeout campaign promoted by Chipotle during the Super Bowl. Her mother, Sheri Easterling (@sherinicolee), posts content on TikTok similar to her daughter’s and is a self-professed “cool mom” with nearly 2 million followers on the app.
Both Addison Rae and Charli D’Amelio have appeared in the videos of Flighthouse, whose owners call it a TikTok-first media company. And the company’s TikTok account (@flighthouse) has some 22.4 million followers. Flighthouse’s posts seem more like short TV episodes, with regular formats like “Dance Charades,” “Face Morph” and “Finish the TikTok Lyric.”
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."
Google’s Privacy Sandbox is coming to Android
Google's MAID will be phased out, here's what you need to know.