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In the world of serious marketing, it can be easy to distrust new social media platforms when you’re not even sure they’ll still be there in three to four months’ time. That’s a lot of time and effort to invest in something that might not last, and there are plenty of other options out there for brands that have stood the test of time, right?
Well, that’s half right. The truth is, yes, there are tons of great options out there from platforms that have proven themselves over many years. But it would be a mistake to discount emerging platforms like TikTok. As one of the quickest growing social media applications in the world with over 1.5 billion downloads on the App Store and Google Play, this is not only where the action is but where the opportunities are.
Ladies and gentlemen of the business community, it’s time to TikTok.
Introducing TikTok
Once described by Hootsuite as “real short videos,” TikTok is a prime example of little bits of content hitting the public ear just right. It is a free social media app that allows users to create, watch, rate and share videos from around the world. The big calling card with these videos is usually the use of a soundtrack featuring trending music.
The app started as musical.ly but changed to TikTok in August 2018 when it was acquired by ByteDance. Currently featuring a staggering more than 500 million monthly active users, it’s safe to say TikTok is more than just popular — it’s a social media juggernaut with users watching and creating their own content, synchronizing, parodying and dancing their way into the app every day in a similar manner to Vine but to a much greater extent.
So, it’s an exciting new app with tons of people using it every day. But is it a good marketing outlet? Spoiler: it absolutely is.
It’s In The Zeitgeist
It can be easy to write off anything new and “in the limelight” because that kind of thing can seem so ephemeral, but the truth is there’s a lot to say for being popular. As part of a global movement, you can see videos uploaded from all corners of the world — from as Western and “English” as the United States and Britain to non-Westernized areas such as Africa, Russia and India.
With that kind of reach, it’s more than just “the next big trend.” It’s part of a global playing field, putting your messages exactly where they need to be.
Massive Audiences
Alright, it’s time for some facts regarding TikTok’s burgeoning audiences so you can better understand how to promote your business, service, brand or self:
• There are slightly more males (55.6%) than females (44.4%) using the app.
• About 60% of TikTok’s monthly active U.S. users are between 16 and 24 years old.
• Since 2018, Americans have spent $23.1 million on TikTok in-app purchases.
• TikTok is currently being used by only 4% of U.S. social media marketers.
• Users, on average, are likely to spend around 52 minutes per day (subscription required) on TikTok.
• There are more followers following the top 50 TikTok creators than the populations of the U.S., U.K., Canada, Mexico and Australia combined. (Note: This research does not include repeat followers.)
The long and short of these statistics is: TikTok has some serious reach in the digital world.
Anti-Marketing
Ask any successful TikTok marketer and they’ll tell you: TikTok users are not people sitting around waiting to digest run-of-the-mill adverts. Those are things for their parents’ cable subscriptions, daytime radio and the movies.
TikTok is where they come to escape from marketing, meaning your marketing has to become “anti-marketing” to reach out effectively. Counterjokes, sarcasm, big spectacles and trend-riding gives your followers a feeling like you’re with the current trends, and that’s important because it’s why the average person uses TikTok.
And, while we’re speaking about trends …
Trendjacking
One of the big draws to using social networks to spread your message, make your name and reach your audience is how fast they allow marketers to engage with consumers. But more people means more responsibility — having to be fashionable, on point and relevant, always. It’s essential if you want to be viewed as a relevant brand and not some lame, trying-too-hard, out-of-touch brand trying to boost engagement but just saying nothing.
The good side to all of this is that, given the nature of TikTok, there is less expectation put on the back of creators. Videos should be made to look amateur, spur-of-the-moment and as fun as possible. Users not only forgive less polished content — they expect it if it wants to have any chance of trending.
TikTok: A New Frontier In Social Media Marketing
Social media marketing is built on one simple idea: If people in your niche use a social platform, develop your presence on that platform and start speaking to them. And, regardless of what you think of all the dancing, lip-synching, trends and silliness, TikTok is the biggest, most exciting social media platform out there right now.
So, what are you waiting for? Set up your profile, find your audience and start making content! Don’t be afraid to have a little fun with it. Pay attention to hashtags and trending topics, and stay consistent. Even the best marketers in the world will tell you the secret to success is posting, every day, without fail, so your followers are always getting something from you.
Ready to embrace the future? Good, then I’ll see you on TikTok!
