TRENDING FORMATS IN INFLUENCE MARKETING
SERIALITY
Format:
A series of short videos with a storyline and intriguing cliffhangers that keep viewers waiting for the next episode.
Why it works:
High audience retention, active engagement in the comments (“Where’s part 2?”), and platform algorithms that promote serialized content.
Benefits:
Keeps the audience’s attention through episodic storytelling, allows for natural product placement within everyday scenes, and feels organic rather than overtly promotional.
SOUNDVERTISING (Product Tracks)
Format:
Creators or musicians produce original tracks or jingles mentioning the brand or product and publish them on TikTok as sounds. Other influencers pick up the trend, sparking UGC creation.
Why it works:
TikTok actively promotes new sounds, creating strong viral potential.
Benefits:
Naturally embeds the brand within TikTok’s cultural ecosystem, generates a multiplying UGC effect (every user who uses the sound helps promote the brand), and resonates with younger audiences interested in popular music.
ARTIST RELEASES
Format:
Artists release new tracks on TikTok, create a series of videos using their own sound, while fans and influencers generate UGC around it.
Why it works:
TikTok boosts new sounds, and fan communities drive waves of organic content.
Benefits:
High reach due to TikTok’s sound-based algorithm, fan-generated UGC amplifies virality with no additional costs, and it’s ideal for brand integration through product placement in artist or fan videos.
STREET INTERVIEWS
(A classic format that still works)
Format:
Short street interviews on relatable topics like salaries, spending habits, relationships, or lifestyle.
Why it works:
Subjects such as money and personal life spark curiosity and discussion; this kind of content is easy to watch and easy to relate to.
Benefits:
High engagement through comments, strong local relevance for Ukrainian audiences, and potential to develop into a series (Part 1/2/3).