TikTok as an influencer marketing channel for user acquisition

Amanda Allegrini
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Amanda Allegrini: OneFootball GmbH, Germany

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 2, 107-114

Abstract: This paper describes how OneFootball partnered with a number of social media influencers on TikTok to drive the acquisition of OneFootball app users. The paper describes the different organic and paid formats used to drive app installs, and how influencer marketing and paid user acquisition intertwine in this context. By discussing the learnings from recent campaigns, the paper shines fresh light on the best practices for developing win-win partnerships with content creators, in addition to the potential impact of sustained investment in TikTok.

Keywords: TikTok; influencer marketing; app marketing; mobile marketing; user acquisition; social media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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