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Exploring a TikTok influencer strategy

Ipsos data shows that young shoppers’ purchase decisions are shaped by influencers, with Gen Z and Millennials as likely to buy from influencers as from brands on social media (source: Ipsos What the Future). When we assessed 10 TikTok creator ads, we found that, on average, marketers’ belief in the power of influencers is justified — these ads achieved 19% greater predicted sales effect than our benchmark.

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