Tiktok is one of the most popular social networks in the world nowadays, built on the short videos platform from 15 to 60 seconds. This format is potential for various content, among those are user generated content videos – like singing, dancing of lip-syncing in front of camera.
About Tiktok
Tiktok is developed by bytedance, one of the top internet companies in China. In 2017, bytedance acquired musically, a us social network with 1B. The same amount of Instagram valuabtion when FB bought it. At that time, 2 M&A are usually in comparision by experts, some expect tiktok to reach similar success as instagram. And after 3 years, the numbers showed that tiktok dream came true:
In 2019, Tiktok is the most download app on App store. In the world, tiktok is the year 6th most download app.
In 12/2019, Tiktok has 63M downloads.
According to Deloitte, in 2020, Tiktok has 780M users, be the most popular chinese app in the western countries.
Users spend 52 minutes daily on average on this app. Tiktok has high engagement rate, indicating there is still huge potential for this app to grow in the next few years.
How Tiktok works
Tiktok is a favorite app due to its user experience and smart functions:
Users share their recorded videos, with background sound or music and them as main character performing.
Tiktok has many interesting filter can be applied directly on the videos by using duet or reaction feature on the app. Users can answer comment with videos.
Tiktok has direct message feature and a discovery tab to find out current popular videos, similar to Instagram.
Tiktok gamifies the followers, views to encourage users to use it as an achievement and put effort to increase these numbers.
Is tiktok good for branding?
With the continuously growing audience, promoting on Tiktok is a new trend. However, tiktok has some issues not compatible with some brands. If you want to know it is suitable for your brand or not, then answer these questions:
- Target audience of the campaign
- Tiktok is the platform with the youngest users: 65% of Tiktok users in US are in age group of 16 – 24. If your brand is targeting gen z then tiktok is a great choice, other wise. You should focus on other platforms instead.
- Is your niche suitable with Tiktok?
- You can always find creative ways to integrate your brand smartly to a Tiktok video, but it is more effective if your content fits with a niche. Music, games, jokes, and technology are some popular topics on tiktok.
- What is your marketing target?
- Tiktok is a good place for viral videos. But users are extremely if you insert your brand to sell rather than entertain them. So remember to do marketing on Tiktok, brand awareness is a good option to consider when using tiktok as a marketing channel.
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Base of projection of tiktok in the future, this is a good time for brands to consider conducting marketing activities on Tiktok. Tiktok supports businesses with Tiktok for business designed for brands to publish their own content and connect with their audience. These are some suggestions for a brand to be successful on Tiktok:
- Create unique content: Use the same type content applied on other platforms on Tiktok is not a good choice because it needs special type of content.
- Interact with your audience: take advantage of tiktok platform to engage with your audience, they will be happy and more loyal to your channel. This is also a type of content to satisfy your audience. Tiktok suggests using hashtag challenge to create a trend connected to your brand. This method is popular for users that inspire them to create new content, and it keeps spreading.
- Regular posting: Tiktok channels should post 3 – 5 times a week. Currently, it is best to post from 8pm to 11pm in weekdays.
