Should my business be on TikTok? We’re always tempted as marketing enthusiasts to jump on the new trend or platform or wherever users / clients are these days, but knowing what platform is for you and if your target audience is on that platform is crucial in todays market.
TikTok has one billion active users worldwide. That makes TikTok 7th in terms of social network sites, ahead of LinkedIn, Twitter, Pinterest, and Snapchat.
Putting this into perspective: it took Instagram six years from its launch to gain the same number of monthly active users that TikTok managed to achieve in under three years. And for Facebook to hit the same monthly active users mark, it took the best part of four years.
Marketers are drawn to TikTok as it reflects a key social media trend for creative skills and collaboration amongst young audiences. Its fast-paced nature keeps users engaged for relatively long periods, with users spending an average of 52 minutes per day on the app.
TikTok offers a brilliant opportunity for marketers to reach younger audiences around the globe, in a highly creative and playful environment. Many social media memes begin on TikTok, and brands can boost their credibility by being at the forefront of these cutting-edge trends. TikTok does not require huge budgets for video content creation either, as spontaneous content produced in ordinary surroundings has just as much as a chance of cutting through. Many TikTok videos have been filmed in bedrooms, car parks or gardens.
TikTok provides marketers with a level playing field when it comes to reach and engagement. Unlike social media platforms such as Instagram or YouTube, TikTok accounts with zero followers can get millions of views on a new video thanks to the viral nature of the algorithm. As long as the content appeals to the audience, the engagement will follow.