Of course, there are well-known creators on TikTok, but these examples have typically grown in correlation with the platform's popularity. This means that brands who usually work with a certain type of influencer on Instagram might choose to go down a different route on TikTok, and instead look for creators which align to the platform's more creative and self-expressive style.
One example is Gymshark and its '66 Day | Change Your Life' challenge, which involved partnerships with six different influencers. One of the six was Twin Melody -- an account that has 6.3 million fans based on TikTok analytics but just 966,000 followers on Instagram. By partnering with Twin Melody, Gymshark was able to capitalise on the creator's popularity on TikTok (which stems from users' interest in dance and acrobatics), which ultimately contributed to the campaign's success. Mediakix reports that it generated a reach of 19.8 million users.