TikTok, one of the most downloaded apps in the world has grown so tremendously over the last year that it has become impossible for marketers to ignore. With multiple advertising options, user-generated content and brand channels, TikTok is a great way to reach a young audience in a pond where not many marketers have fished just yet. Downloaded over a billion times in 2018, its algorithm makes binge-watching irresistible and offers more possibilities for creators than competitors such as Snapchat, Vine or Dubsmash.
TikTok (also known as Douyin in China) bought Musical.ly and migrated its non-Chinese users to a new combined platform. Similar to Musical.ly, users can upload videos that are up to 15-seconds long or share 60-second story-type videos. It is, however, no longer solely a music app where teens and tweens record themselves lip-syncing to songs, but has become a platform for comedians, pranksters, dancers, and craft fans, not to mention a place for product reviews.
The main target audience is 13 to 24-year-olds with a female bias. A large number of users come from India, China and the US, and also the European market is growing, with 4 million users in Germany and France. A recent study revealed that users spend an average of 52 minutes on the app per day, primarily on Android devices (80%). With more than 500 million monthly active users, it has become so popular, that Facebook has been working on a rival platform called Lasso.
How can brands use TikTok?
1. Creating a channel: Upload relevant videos on a personal channel
2. Influencer marketing: e.g. product reviews, placements, etc.
3. Advertising on TikTok:
– In-feed native videos (auto-playing ads that show up within user-generated content)
– Brand takeovers (ads that appear when the user first opens the app)
– Snapchat-style 2D lens filters
– Hashtag challenges (e.g. Jimmy Fallon’s “#tumbleweedchallenge that generated over 8,000 submissions in less than a week)
There is always a buzz around new social media apps that are said to become the “next big thing”, but TikTok has already proved a lot of critics wrong with skyrocketing download numbers and great opportunities for advertisers. With a focus on fan awareness and engagement, the app will help you reach a younger demographic and widen your audience reach. Find out more about advertising on TikTok here.