Why are teens loving TikTok so much and how did it grow into a platform with over 2 billion downloads? How can you leverage the platform and develop a TikTok marketing strategy?
Unless you have been living under a rock, we are pretty sure you have already heard of TikTok. But you’re also probably wondering what the hype is all about.
What is TikTok?
TikTok is a social media app used for creating and sharing short music videos. Most videos are 3 to 15 seconds long, but the platform gives you the option to record videos up to 60 seconds. So far so good.
Although it seems that the app suddenly exploded from nowhere to become one of the most talked about apps in the world, the opposite is true. It all started as a video-sharing app in China named Douying, and TikTok in the rest of the world.
However, in 2018 the strategic decision was made to buy out the app Music.ly, which allowed to migrate all its non-Chinese users to a new combined platform: TikTok.
At this point, TikTok is downloaded by more than 1.5 billion people globally with 800 million monthly active users.
That is why marketers should keep their eyes wide open in order to notice the potential of this already widespread platform.
Who uses TikTok?
So, who are those 1.5 billion creatives, making and sharing their own videos? Not only children, that is for sure.
TikTok is prompting users to prove they are of age to use the app, setting the minimum age at 13.60% of all users is between the age of 16 and 24, making the app a magnificent way to reach Generation Z.
The gender-split seems to stay rather neutral with 56% male users and 44% female users. 90% of them use the app on a daily basis.
How do I develop a TikTok Marketing Strategy to market my brand?
Since we have your attention now, you are probably wondering how you can market your brand on TikTok. Well, there are 3 ways:
- Paid advertising, as we know it from other social media channels, is still in an early stage. However, given its massive growth, it’s just a matter of time before it becomes completely established.
- You could choose to focus on your influencer marketing strategy, getting people to see your brand personality and values via well-chosen influencers – with a broad reach on TikTok.
- Create your own brand channel on TikTok and create and share relevant videos.
Obviously, how you decide to market your brand depends on your overall marketing strategy, target audience and of course your brand itself.
However, it couldn’t hurt in a new environment such as TikTok to test or even combine different marketing possibilities.
At 4P square we think it is more than fair to say that TikTok is doing a lot more than just replacing other social media apps.
Mainly aimed at the creative Gen-Z, it has a significant advantage over the competition. Especially the ease with which even children can become inventive video creators is unique in the market.
So keep your eyes wide open for the potential of this one and stay ahead of your competitors.