Influencer on TikTok: Why TikTok Is Awareness, Not Conversion
Kendall Dickieson, Head of Social and Influencer at Graza, breaks down exactly how she thinks about booking creators as an influencer on TikTok and why it is almost never her primary channel. She treats TikTok strictly as a brand awareness tool, not a conversion driver, and books simple placements: one short video, 30 to 45 seconds, plus spark ads access. Rather than scripting creators heavily, she collaborates on tone and direction, deciding between humor and education based on who the creator already is.
She argues TikTok works best for brands with nationwide retail distribution, because a viewer who sees their favorite creator using a product can walk into Target or Whole Foods the same day and buy it. She also points to a strategy where creators use the product across three videos over six weeks without ever explicitly mentioning the brand.
Watch to see how Kendall decides when TikTok earns real budget and when she lets the platform's organic momentum do the work instead.
