Everything Marketers Need to Know about TikTok

What is TikTok

TikTok is one of the fastest growing social media platforms of our time. In 2019 alone, the popular app’s downloads grew by 738+ million installs, taking total downloads to 1.6 billion.  As of 2020, the app became the world’s second-most or fourth-most downloaded non-gaming app.

The video sharing app, known in China as Douyin, was launched in September 2016 and pushed globally in 2017. The social media platform is used for creating short-form (15-60 second) videos, from a variety of genres like dance, comedy, and education. Since launching the, app has gained popularity with a younger audience, with 80% of all users ranging between the ages of 16-34.

Despite controversy around its data privacy, censorship and inappropriate content, the user base for the app continues to grow. Needless to say the platform presents a huge opportunity for marketers, particularly if they have a young user base.

Marketing on TikTiok

Whether implementing an organic or paid  strategy on TikTok, if new to the platform, there is lots to learn. This has meant that the channel has been overlooked by marketers in the past. However for early adopters, having the first mover advantage has maximised reach and engagement while minimising costs due to less competition. Nonetheless, the app continues to have the highest engagement rate per post in comparison to other platforms such as Instagram. This simply makes it a no-brainer if your audience are Gen Z or younger Millennials.

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How to get started:

Opening a company profile on TikTok will enable you to reach, engage and generate content for your audience on the platform. As the prime content on the platform is user generated content, this generally comes at no cost. The focus being on short and relevant content that deliver value to your audience, rather than huge, pricey productions.

Here’s just a few ways to leverage this social media platform:

  • Influencer marketing
  • Hashtag challenges
  • Tiktok advertising

Final words…

The global adoption for TikTok has been incredible. Although the longevity of its success is unknown, it’s popularity doesn’t seem to be slowing down any time soon. If your target audience falls within the Gen Z and Millennial segments, the opportunities the platform presents are paramount. The platform is an incredible tool for reaching and engaging with your audience in a personal and creative way. Whether its educational content, social media challenges, trending hashtags or memes, the key is to get creative and show your brand in a new light.

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