Micro Influencers Enhancing Brand Visibility and Audience Engagement on TikTok Digital Platform

This research examines the role of micro-influencers in digital marketing on TikTok, highlighting their high engagement, credibility, and niche appeal compared to a more significant influxencers. It underscores the shift in marketing paradigms towards authenticity and audience engagement in building brand awareness. The objective of this study is to understand the key factors such as audience engagement, credibility, and niche targeting of micro-influencers on TikTok. The study employs a qualitative approach through in-depth interviews with active TikTok micro-influencers and online surveys to gauge user perspectives on both micro and macro-influencers. Microinfluencers were selected to ensure representativeness and diversity of experience within the TikTok ecosystem. The analysis identifies significant appeal in micro-influencers regarding audience engagement and credibility. Key factors include their ability to form deeper connections with their audience and their perceived authenticity. By Nategrating views from micro-influencers and TikTok users, the study provides a comprehensive understanding of their role and influence in TikTok marketing. The findings offer valuable insights for marketers and brands, applicable broadly in the digital marketing realm. This research highlights the importance of micro-influencers in the TikTok marketing ecosystem, demonstarting their increasing relevance in the evolving marketing landscape. The study suggests that brands can leverage micro-influencers to achieve more authentic engagement and targeted reach, ultimately enhancing brand visibility and consumer trust. These insights can inform future digital marketing strategies, emphasizing the role of micro-influencers in effective brand communication.