According to IAB data, engagement in blogger videos on TikTok is consistently 2–3 times higher than in branded content. And this is logical: TikTok is a platform where you can still grow organically, or only through content production costs. And these costs can be very, very different, depending on promotion goals and so on — but in any case, on other social networks brands spend money on promotion, on content, and even on extra payments to employees so that they appear in those “necessary” reels (probably)))…
In this reality, bloggers are a great solution. They are full-fledged media tools.
You can choose influencers as a separate communication channel or build a full content strategy based on ambassadorship — in any case, it will work on TikTok, because:
— 59% of Gen Z trust bloggers because they share similar views;
— 45% are more likely to buy a product if it is advertised by an influencer;
— 42% consider bloggers’ recommendations more reliable than advice from celebrities.
How to integrate a blogger into your SMM strategy — we break it down using effective cases from TikTok Studio by OMG agency.
People win people’s loyalty by telling and showing stories
And if content does not sound like it comes from a real person, it has no chance at all. At the stage of first contact, it is especially important that content “speaks” the same language as the audience: a product launch, entering a new segment, brand introduction — when this is voiced by someone «one of their own», familiar (and even better — a star), the account takes off immediately. And this, by the way, is critically important in order not to receive a negative «label».
The MAUDAU brand account took off with an expert Tone of Voice: just like a mom — knows what to recommend, what to buy, and where to find it at the best price…
And who is the most famous “mom” of TikTok if not Maks Tkachov:
A brilliant combination of associations, life stories, and brand voice with an incredible result: in the first month of the page’s existence, we got 1.5 million views and 2,500 followers.
In the same way, the Inzhur REIT account was launched from scratch in 2024 with a familiar format of street interviews featuring the master of surveys Maks Svoi.
We did everything: played ball, solved riddles, guessed objects blindfolded, and pranked passers-by. All of this to achieve a combination of three key elements: virality, interaction, and product information.
Showing and telling stories works not only for launches, but also for individual advertising campaigns.
Got2b collaborated with influencers, supported it with a social angle, and raised a topic that concerns everyone: to be yourself or «your mom’s friend’s son», to be beautiful «like on a magazine cover» or a unique personality?
The sincerity of the bloggers in the videos is captivating, because they speak not «according to a concept script», but about what they truly feel themselves.
Why do we need actors if we have influencers
Bloggers on TikTok are not «executors» of a brief — they are scriptwriters, actors, and directors all in one.
If marketers and SMM specialists are people of numbers, then influencers are those very «humanities people». Every blogger sees even a detailed brief in their own way, and that is what inspires working with them. Because sometimes even agency experts are impressed by the final result. And while we calculate ER, the audience «gets hooked» on the format.
This is how the creative blogger group «Varenychky» shot an entire series… to advertise «Secrets of the Chef» sauces:
The aesthetics of vampire romance, irony, and intriguing presentation — all of this is delivered without direct advertising, but with a clear brand presence in the storyline. The sauce became an element of temptation, the climax of the scene, not a technical prop. And it definitely stuck in users’ minds with the result: 310,909 views, 23.9K likes, and 194 comments.
Brand host — a must recommended in TikTok promotion in 2025
A brand host on TikTok is a simple and effective tool for regular content without constantly searching for actors or involving employees. They maintain recognition, convey the brand tone, and adapt messages to the platform format. And when it’s time to refresh the strategy, it’s enough to change the blogger for the content to start playing differently.
For the Culinara app brand, Olha Martynovska became a full-fledged ambassador and content host, where recipe shoots are repurposed into full-fledged reels and stories for social networks:
Anastasiia Voskoboinyk became the host for the dating app Kismia account and creates sincere videos about dating, emotions, and relationships.
And of course, all of this is done in a familiar and beloved format for the audience — street interviews… because who doesn’t want to become a star who gets interviewed for at least 5 minutes.
What’s the result? An average of 4 million views per month — even though at the beginning we did land in the “sandbox” with this account, a timely change of strategy solved everything.
By the way, at TikTok Studio you can order a page rebranding or a management consultation, or separate подбор of relevant bloggers.
And if you are ready to become a trendsetter in your niche — fill out the brief and our specialists will develop a full-fledged presence strategy on the platform and ensure cooperation with top and most effective influencers in Ukraine.
