It’s the app that’s taken the internet by storm and drawn worldwide attention. Welcome to our introduction to TikTok, where we will dive into all the details about this popular social media app. Their slogan? Real people. Real videos. That just about summarises the focus of this app, which is a useful tool for connecting with consumers.
Originally known as Musical.ly, this iOs and Android media app is a social media platform that has gone from strength to strength since its launch in September 2016. TikTok is essentially a short-form, video-sharing app that allows users to create and share 15-second videos. The app had over 500 million active users worldwide in 2019 and was the third most downloaded app in 2019, growing with over 188 million new users.
TikTok is especially popular among Generation Z, the demographic group proceeding millennials. 41% of TikTok users are aged between 16 and 24, which means that users represent consumers at the start of their purchasing decision lifespan. Don’t underestimate the wider appeal, however, as TikTok’s user base is growing among adults at a fast rate – in the US, the number of US adult users grew 5.5 times larger over 18 months in 2018 and 2019. TikTok members spend an average of 52 minutes per day on the app.
Social media marketing is the process of reaching prospects and customers, and acquiring traffic and visibility through social media sites such as Facebook, Twitter, LinkedIn and many others. By utilizing the social aspect of the web, social media marketing is able to connect and interact on a much more personalized and dynamic level than through traditional marketing.
TikTok for Business
So, should your company be creating a TikTok account and creating videos? Yes and no.
TikTok is a valuable marketing tool that can be used to study consumer habits and preferences, offering insights into trends and habits that can be used to fine-tune B2C marketing strategies. TikTok shows a high frequency of use by users, with around 90% of TikTok users accessing the app daily. With short, easily consumable video pieces, TikTok enables brands to present quick content that builds up their brand awareness, creates sales and enhances all other marketing activities.
One thing that brands should not be doing, however, is sharing videos on TikTok without considering the audience or benefits of the video. TikTok campaigns need to be well researched and planned to ensure that any activities offer positive returns and don’t tarnish the reputation of the brand.
A substantial benefit of TikTok is that it has a strong focus on localised content and frequently runs contests across different countries and suggests local trending hashtags. This can be very useful for brands looking to target local consumers. TikTok is undoubtedly filling a different gap than Instagram, Facebook or even SnapChat. TikTok is an ideal platform for content creators and if used wisely, can be very valuable within brands’ marketing activities.
Need some assistance in managing your social media accounts? Digital Cloud can help. Contact us today for your digital marketing solutions.