TikTok is one of the fastest-growing social media platforms in the world.
However, for many people, it might seem like just another form of social media or could even be completely incomprehensible to those unfamiliar with it. So, exactly what is TikTok, and why is it worth paying attention to?
Essentially, TikTok allows users to create and post short videos that can include music, filters, and an array of other features. While it might be viewed as a natural replacement for Vine, it’s not quite that simple for many people.
TikTok provides a platform for users to express themselves in a very creative, unique way. In contrast to many other social media platforms that present themselves as a lifestyle brand, TikTok’s main focus is entertainment.
Similar to Vine, what makes TikTok so attractive to users is the notion that anyone can become a content provider through the app. While the main focus might have started out as an app for young people to entertain themselves, we are starting to see more and more brands utilize TikTok marketing to reach a big audience.
To display just how quickly TikTok has grown, Instagram needed six years to reach the same amount of monthly active users that TikTok managed to achieve in just three. This is why it is becoming an increasingly valuable tool for brands and marketers alike.
TikTok Statistics for 2022
To assess the scale with which this app is seemingly taking over the world, it would be useful to take in some TikTok statistics that display the mind-boggling growth it has seen in no time at all. These TikTok user stats include:
- Since its launch in September 2016, TikTok has exploded in popularity. It now has one billion active users worldwide, putting it ahead of LinkedIn, Twitter, Pinterest, and Snapchat.
- One of the most prolific TikTok statistics is that it’s the most downloaded app on Apple’s App Store, with 33 million downloads in one quarter alone. This beats out rivals like YouTube, Instagram, WhatsApp, and Facebook Messenger.
- This growth also shows no sign of stopping soon as TikTok passed the one billion mark for app installations on the App Store and Google Play worldwide in 2020.
- TikTok is known for being popular with younger generations; this is backed up by 41% of TikTok users being listed as aged between 16 and 24.
- When it comes to the daily time spent on TikTok, users spend an average of 52 minutes per day on the app as people are either creating and sharing short videos of themselves or watching existing content.
- 90% of all TikTok users access the app on a daily basis. Not only that, they are extremely active on the app as 68% of TikTok users watch someone else’s video while 55% upload their own.
- Within just one year of its development, TikTok reached an average of over 1 million videos viewed every day in a year. It is this growth that makes TikTok marketing so intriguing to many businesses.
Tips For Brands Starting Out With TikTok Marketing
When it comes to creating a TikTok marketing strategy, it can be difficult to know where to start. Essentially, for a successful TikTok business strategy, your team needs to strategize and create content for the social site.
Similar to how the likes of Snapchat, Instagram, and Facebook can be a useful form of marketing for your business, so too can TikTok – but only if your content is specific and genuine.
As is the case for any social media marketing strategy, you have to be upfront and honest. Younger audiences are incredibly good at spotting fake, opportunistic, or disingenuous content. Once they do, you are likely to have lost their trust for good.
Above all, though, it is still social media, so brands on TikTok need to remember to first keep it fun and entertaining.
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How Brands Are Leveraging TikTok
So now, it might be useful to know which brands are on TikTok and are utilizing it effectively. Here are some that you can take inspiration from:
- Levi’s: The clothing and denim jeans giant Levi’s recently ran an influencer campaign on TikTok with impressive results. Partnering with TikTok as a way to showcase their new “Shop Now” button that allows consumers to make purchases through links on the app, Levi’s illustrated a textbook way to incorporate TikTok marketing into your overall strategy while also working with influencers.
- Gymshark: Gymshark has been successful with its current approach to TikTok marketing. So far, they have amassed over 1.2 million fans and have been posting consistent, quality videos for a while now. With a good combination of workout videos, memes, challenges, and inspirational content. Gymshark has truly tapped into the TikTok mindset without stepping away from its overall identity.
- ELF Cosmetics: Elf Cosmetics has pretty much set the blueprint for successful TikTok marketing. They commissioned a song specifically for a TikTok campaign, as other brands might do for Facebook or Instagram. ELF worked with several influencers to initially help kickstart the viral campaign, and the results display the effectiveness of tailoring content specifically for a platform. Currently, the view count sits at around 3.8 billion, and we can only expect more brands to take similar approaches in the future.
- Chipotle: Chipotle has always presented itself as an incredibly savvy brand when it comes to social media, and its implementation of TikTok only validates this. They have fully embraced the app with all its quirks and have become consistent with their posting, a factor most other companies overlook. Take their Halloween campaign as a great example of what can be achieved through specific, relevant content, as their #boorito campaign garnered over 4 billion views on TikTok.
It can be easy to dismiss any form of new social media app as just a passing fad, but TikTok needs to become an integrated part of your overall approach to social media marketing, as well as your overall approach to marketing itself.
Good marketers know that the world is constantly changing, great marketers are able to seamlessly evolve and adopt new trends that can help benefit their brand or business for the better. The TikTok statistics mentioned in this article are only set to continue to inflate and grow in the future and if you are not willing to change with the times, you risk alienating your audience and falling behind to your competitors.
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About the Author
David Pittaway is a creative content writer for an NYC-based digital agency, Aumcore helps brands and companies improve and optimize their user experience design to improve conversions across all platforms as well as aid with crafting their marketing strategies and approach to branding.