Everything you need to know about TikTok

by | Apr 15, 2019

TikTok is the latest social media craze that has been hitting the young millennials and early generation Z. It is massive and you may have recently seen a raft of celebrities such as Arnold Schwarzenegger and Jennifer Lopez setting up TikTok accounts to reach younger people.

German twins, Lisa and Lena, have the most TikTok followers – 32.7million. No, I’d never heard of them either.

The app was originally released in China in 2016 but really came to prominence when the owners – Bytedance – bought the popular video app, “Musical.ly”, and merged them into one platform in August 2018.

By July 2018, TikTok had over 500million users globally and is the most downloaded app of 2019.

TikTok

But what actually is TikTok?

The social media app enables users to create 15-second videos accompanied by music clips or random sound effects. It’s an incredibly simple platform in terms of content, but it has expanded to crazy levels since the downfall of Vine in 2017.

Ah, do you remember Vine…? Bought by Twitter for $30million and gone within three years under the video onslaught from Facebook, Instagram and Snapchat.

Users are able to create a TikTok profile page which includes all the videos they’ve created. They are also given the ability to like, share or comment on other users’ videos, and even follow their favourite creators. Like with most social media, you can lock down your account to a certain extent.

Users are encouraged to undertake ‘challenges’ that are trending on the app; these could be anything, from dancing to a particular song or lip syncing to a classic movie soundtrack – it’s about fun and not taking life too seriously. Many adults will think it’s all very silly but they said that about emojis, remember….

You could think of TikTok as a combination of Facebook and Snapchat – the social elements emulating from Facebook and the image effects that come with Snapchat. When you see children and teenagers in different parts of the country filming themselves doing the same dance… you appreciate the viral potential of the platform.

Again, it is mainly full of memes, lip syncing and dance at the moment, but with more and more users joining every day, who knows what will be the next big trend on the platform?

Will it make a difference to my business?

At the moment 66% of users are under 30 years old and spend an average of 52 minutes a day on the app. Yup, almost an hour a day – compelling stuff.

So, if you’re looking to promote a new student bar with plenty of drinks offers, TikTok could be a great platform. However, if your business is targeting older adults, there isn’t much point adding TikTok to your marketing strategy. Although the demographic may get older over the coming years, it’s way too early doors for that at the moment.

If your target audience is 30+, we’d advise prioritising Facebook and Instagram (Business to Consumer) and Facebook Ads and LinkedIn (Business to Business). But that’s a whole other blog (and definitely one that will annoy Twitter fans, for sure).

As for any paid-for opportunities on TikTok, it is currently experimenting with ads, so we will be closely watching this space! We fully anticipate this being a huge revenue driver for Bytedance and have clients ourselves who could benefit.

If you want to learn more about what social media platforms and marketing techniques would best suit your business’s goals, give the team a call on 01743 491356 or fill out the enquiry form at the bottom.

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