Cash App used influencer marketing and a song to go viral on TikTok - Business Insider

Square hired dozens of TikTok creators to create content for its #CashAppThatMoney campaign, including the Hype House's Chase Hudson, Addison Rae, Tony Lopez, and Ondreaz Lopez, and Sway LA's Josh Richards, Kio Cyr, and Griffin Johnson. These seven creators alone have a combined 59.6 million followers on TikTok.

Square's higher rate for sponsored content could be tied to the fact that it hired some of TikTok's most popular creators who command top prices for promoted videos. Fintech companies have also seen a high return-on-investment from influencer marketing campaigns on TikTok, potentially making it worth it to pay a bit more to reach a larger audience on the app.that TikTok ads have been 300% more efficient than Instagram ones in driving downloads of its automated debt management app.

CASE STUDY: TikTok ads have been 300% more efficient than Instagram ones in getting new users for fintech startup Tally

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