THE STUDY OF INFLUENCER’S IDENTITY ON APPLICATION TIKTOK

Abstract

            This qualitative research aimed to 1) examine the identity of successful influencers on TikTok, and 2) develop guidelines for constructing influencer identity on the TikTok platform. The study was conducted in two phases. Phase One involved the exploration of the identities of successful TikTok influencers through semi-structured in-depth interviews. The interview questions were reviewed and approved by an academic advisor prior to data collection. Key informants were selected based on specific criteria, including follower count and the relevance of their content to music and performance. A total of five influencers participated in the study, categorized as follows: one mid-tier influencer, two macro influencers, and two mega influencers. Upon completion of data collection and content analysis in Phase One, the study proceeded to Phase Two, which focused on the development of practical guidelines for building influencer identity on TikTok. This phase employed a focus group methodology, involving high-level executives from Lazaro Records, a music label responsible for developing artists' skills and strategic planning. The key informants included the CEO, an investor, and the Head Executive Producer. The findings revealed four key insights: 1) TikTok played a critical role in enabling artists to promote their music contents; 2) constructing and maintaining an artist's identity and image required an understanding of individual behavior and strengths, which could be strategically leveraged; 3) the creation of original contents by the artist was considered more effective than repurposing content created by others; and 4) relationship-building strategies for artists differed from those of general influencers, emphasizing music-focused media production over frequent casual content posting. This research underscored the significance of TikTok as a platform for developing and promoting the identities of both influencers and music artists. It also provided actionable insights for music labels and artists striving for success in the contemporary digital landscape.