Welcome to the party ladies and gentleman, it’s TikTok time.
No sooner had you just figured out that using Facebook in your marketing strategy was a great idea, Instagram came along. You may have gone one-step further and have had Snapchat within your social strategy. But, just as you’re getting to grips with those now you’ve got a whole new kettle of fish to deal with. Enter TikTok.
What The Hell Is TikTok?
Well, put simply, TikTok is a video- social platform that is being used to create content that is usually between fifteen seconds and one minute in length. Those videos usually include lip-syncing, dancing, comedy sketches, showcasing talent and sometimes just downright weird things.
TikTok is heavily weighted towards music and it plays a large role in usage of the app (there are rumours they are aiming to become a music streaming service).
The minimum age for a user to sign up is 13, and in previous years it seems to have spread like wildfire among the younger 13-18 year old demographics. If you’ve got children, it’s unlikely you wouldn’t have seen your children making crazy videos to share on the platform.
What is interesting however, is the invasion of millennials onto the platform in most recent months. It seems they aren’t ready to ‘not be cool’ just yet. With coronavirus putting many people out of work and into furlough, millions of 18-30 year olds have joined the app and started creating content. It’s not a young-one’s game anymore.
This new platform is easily the fastest growing app of the 2010’s and we’ve pulled together some statistics for you, despite the fact that figures are outdates almost as soon as they’re released due to the huge growth of the platform.
- TikTok has 800 million active users worldwide.
- The TikTok app has been downloaded over 1.5 billion times on the App Store and Google Play.
- TikTok ranked as the top most downloaded app in Apple’s iOS App Store for Q1 2019, with more than 33 million downloads.
- 41 percent of TikTok users are aged between 16 and 24.
- TikTok has been downloaded 467 million times in India – nearly one-third of its total downloads.
- When it comes to the daily time spent on TikTok, users spend an average of 52 minutes per day on the app.
- TikTok is available in 155 countries, and in 75 languages.
- 90 percent of all TikTok users access the app on a daily basis.
- In less than 18 months, the number of US adult TikTok users grew 5.5 times.
- There was an average number of more than 1 million videos viewed every day in a year.
Reason #1 TikTok Advertising Has Arrived
We recently managed to get early access to TikTok’s advertising platform and the first thing we noted is its similarity to Facebook/Instagram ad manager, it looks set to be huge. The self-serve ad platform is almost intuitive and you can see it has taken learnings from its predecessors.
TikTok offers several options for advertisers to reach their target demographic.
- In-Feed Video: Ads appear in the native news feed of TikTok on the For You page.
- Brand Takeover: Ad appears when TikTok users open the app and completely take over the screen for a few seconds before turning into an In-Feed Video ad.
- Hashtag Challenge: Ad appears on the Discovery page. It encourages users to participate in user content creation challenges. These can include a shoppable component for retailers.
- Branded AR Content: Ad appears as branded lenses, stickers, and other 2D/3D/AR content for TikTok users to use in their videos.
- Custom Influencer Package: Ad appears as part of sponsored content created by a TikTok user with influence in your market.
Ads on TikTok are still new. This means that TikTok can afford to charge a premium rate for them, knowing that advertisers aren’t going to abandon TikTok to compete with their competitors for prime Facebook/Instagram advertising space.
You will need a TikTok ad account manager for most of these options. The exception is the first: In-Feed Video ads. Advertisers with access to the self-service dashboard can create In-Feed Video ad campaigns.
Reason #2 It’s Still Early Enough To Grow Organically
If you have a forward thinking social media marketing team, they’re likely to have already approached you with the idea of setting up your own channel. Many businesses are apprehensive or simply unwilling to give TikTok attention, and as a result, it’s very much unsaturated with brands right now.
Remember when Facebook first launched, and you were happy to like all your favourite brands, etc, before it became a platform full of noise? This is pretty similar. Users are happy to engage with businesses and brands because all that matters is if you create fun, engaging and exciting content.
They’re likely to follow you and engage with you much more as it isn’t being used to market to them just yet. Of course people aren’t coming to TikTok to learn about your brand or products, they’re there for entertainment. But this doesn’t mean you can’t create content that entertains and aligns with your business values and what you stand for.
You need to share interesting videos and they may go on to find out more about what your brand offers, but it’s not guaranteed. Brands should be using this time to get creative and understand how the app works and create content, you may even find ways to include your products/services as more of a soft-sell.
TikTok also helps create great content for use on your already established social channels. It’s no secret that on Instagram, Facebook, YouTube and Twitter, many people are posting sharing and liking videos that originated on TikTok. It’s an excuse to get creative again with your marketing (and maybe even have some fun).
Reason #3 It Isn’t Going Anywhere
TikTok is on track to be one of the biggest Social Media sites in 2020. Though it is new to the Social world, it could possibly dominate as the top Social Site in 2020.
Millennials value authenticity and the opinions of their peers or influencers. They are fully aware of marketing tactics and will not fall for these traditional ploys. They look to user-generated content for suggestions of what to purchase and what services to use.
TikTok is the biggest source of user-generated content and it is the shiny new object, which draws even more attention to the platform.
Currently only 4% of Social Marketers in the US are using TikTok, now is the time to dominate the site!
Don’t find yourself left-behind like so many others were in the rise of Instagram, ignoring the platform isn’t going to make it go away.
You may think your targeted consumer isn’t on TikTok yet (they may well be consuming content and not creating it) it’s important to note that as the popularity of this site grows, your consumers will eventually migrate over.
Will you be there?