Today TikTok is the fastest growing social platform. #1 social media app downloaded from the App Store and Google Play. Created in China by Zhang Yiming, founder of ByteDance, Tik Tok was merged with the former Musical.ly platform into a “new” app that would forever disrupt the way our young generation expresses themselves.
Trending since 2018, the app is hugely relevant both in the west and in China. Douyin is the Chinese name for TikTok. It operates as a separate app exclusively on Chinese territory and has several differences to its western counterpart to comply with China's strict regulations. Currently available in 155 countries and 75 languages, the app features 15-second vertical videos full of music and sound effects paired with hilarious choreographies.
Let’s talk numbers. According to Oberlo, TikTok has more than 800 million active users worldwide, and it's only expected to spike. It is definitely a new entertainment source that brings the users creativity and imagination to life through fun and engaging content. Up next, three relevant factors marketers need to consider to thrive and take part of the hype of the world's fastest-growing social app.
Tik Tok is the first true Gen Z platform, 41% of TikTok users are aged between 16 and 24. If marketers were wondering what was Gen Z up to, now they definitely know. Millennials, Zoomers and older folks are finding TikTok to be their creative outlet. Everybody wants to be part of the fun. Yeah, and just so you know, it’s also pet friendly!
With many still indoors, boredom is not something Gen Z is willing to deal with, and neither are we. Seriously, we are telling you, it seems like there’s a new challenge every day, it’s hard to keep up. Parents and grandparents are also taking part in funny dances. The first time we saw them, we couldn't stop laughing.
TikTok has made it so easy for you to share your home-made video productions. Their edition tools are on point and have heavily focused on improving their users’ experience. So now anybody can direct, star and produce their own microfilm and publicly share it.
TikTok also became the new hitmaker. Lil Nas X Old Town Road mix made a sprint into stardom thanks to the app. You must admit that you probably didn't know who anybody of these people were. Charlie D'amelio, Loren Gray, Baby Ariel, and Riyaz Aly, are all Tiktokers, who also jumped into stardom through going viral through their TikTok posts. Former vine stars also chose to join in to renew their following.
The rules are not clear yet. Content creators are still playing around to see what works and what doesn’t, and so are marketers. So far, plenty have benefited from just enhancing their goofy personality, and people are definitely into it.
Thanks to the use of augmented reality, TikTok is outpacing its social media competitors such as Facebook and Instagram. The platform learns, and its algorithm identifies which kind of content you like consuming. It takes into account factors such as if you finished watching a video or if you took several consecutive skips, etc.
New business models are emerging. Developers can now sell their effects and filters. Until recently, there was no self-serve portal for ads and flexible daily budgets. Brands can now have their profiles and sponsored challenges. The organic reach of content and campaigns is truly unbelievable!
There are different ways of sponsoring ads and content. For example, splash page ads are usually 3 seconds long. They are considered to be the most impactful and aggressive. This one gets the most attention because of its interruption when you first open your app. Invideo feed ads, our personal favorites, are the most used and most organic. They will usually appear between every 5 or 6 swipes ups.
Currently, TikTok works with two types of costs for ads. The first one is cost per impression, which is the most used KPI, and there’s also the cost per time. CPG brands are also testing partnering with influencers to increase their products and services exposure to their potential customers. Similar to other social platforms, TikTok has its similarities with sites such as Facebook or YouTube. You can define your desired ad groups with specific ad placements. And also, target audiences within a budget, while working within your schedule.
Because of its momentum, brands must invest in running ads through the platform to gain insights on the target. Now’s the time to start getting familiar with In-Feed Videos, Brand Takeover, Hashtag Challenges, Branded AR Content, and Custom Influencer Packages.
A Social Revolution
These days a lot is going on out there. With so much pain, controversy, and a health crisis on our backs, it sometimes feels like the end is near. People need a creative way to vent out their frustrations and just be happy for a while. As a society, we are finding new ways to stay together. With a distance economy at sight, we still want to connect and have meaningful interactions.
Companies are jumping in to make a difference. Some, like P&G and other renowned brands have created challenges to raise awareness over causes and to invite their followers to participate and donate.
At the time, businesses have a lot on their plate, but they shouldn’t ignore the organic reach that this platform has. Brands that require app downloads or operate on e-comm should always walk hand in hand with social outlets. Marketers are still getting their head around the modus operandi of this social media new contender, but they shouldn’t be hesitating to join the ad spree.
We know what it takes to stay relevant…
Brands are jumping on the trends and are ready to be part of the power cultures. To them, it's just amazing, they are getting instant feedback. It’s important to note that authenticity reigns supreme on the platform. Brands like Pepsi, Puma, Clean and Clear, Flipkart, Myntra, and Olx are already running ads on TikTok. The engagement is incredibly mind-blowing, 90% of all Tiktokers access the app daily.
To keep up with the content outflow, brands need a responsive content factory that is ready to create engaging and appealing material for our content-hungry generation. 121 has already built a creative playground for many power brands. As an experienced Content Power-House, we know what it takes to stay on top of our customers' minds. Many Fortune 500 companies already chose to work with us. We know our way around all the specs and always deliver fantastic content at the speed of light
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Last Edited on May 25, 2018