Should Your Business TikTok
Quick answer: TikTok can suit businesses that want to reach younger audiences with short, creative video. The platform features spontaneous vertical videos and is known for strong virality and engagement. Its user base has been dominated by Gen Z, with many millennials also using it, so brands should consider whether their audience is there before investing.
If you have a teen within your household, you’ve probably heard of Tik Tok. Approximately 50% of Tik Tok’s global audience is under the age of 34 (with 26% of its users aged between 16 and 24 years old). Originally known as Musical.ly, it was acquired by Bytedance in 2017 and later merged with its new app, Tik Tok in 2018. Tik Tok stepped into the void left by Vine after its untimely departure in 2019, with the kind of virality and engagement that is unlike any other apps. The rest, as they say, is history. To date, Tik Tok has more than 800 million monthly active users globally.
How It Works
Users get to create spontaneous, short vertical videos that typically run 9-15 seconds before looping to re-start. They can also connect clips together to create videos for up to 60 seconds long.
About Tik Tok and Who Uses It?
- Tik Tok is available in 155 countries, in 75 languages.
- Its user base is dominated by Gen-Z (predominantly in the US). Many millennials have also adopted it around the world. Currently, its fan base in India is growing from strength to strength.
- Has a 4.7-star review rating in the Apple App Store with over 2.1 million reviews.
- Bytedance, Tik Tok’s parent company is valued at USD75 billion, making it the world’s most valuable start-up.
What differentiates Tik Tok?
- While most social media platforms use artificial intelligence as a tool, Tik Tok is AI (in a nutshell). On Tik Tok, the content is pushed to users on a page called ‘For You’ without them having to lift a finger. This helps with driving instant engagement even before the users have been given anything to work with. .
- When it comes to user experience, Tik Tok stands out – it highlights group challenges, hashtags or popular songs to its users, making it easy for them to start creating and posting content. .
- Community is at the heart of the platform – Tik Tok is providing the kinship users desire while avoiding the potential toxicity on other platforms. .
- It is an anti-marketing, digital marketing platform (sort of). Gen-Z doesn’t like advertising – 51% of them use ad-blockers while browsing7. The traditional marketing strategies won’t work well, brands must be less invasive. Brands build their own channels on the platform, with content adapted to suit their target audiences.
- Tik Tok drives authentic content as part of its design. 90% of millennials say that authenticity is important to them when it comes to choosing the brands to support8.
- Tik Tok is currently the hottest thing since sliced bread. Being on-trend is essential if you want to be a relevant brand and drive engagement. Users are more willing to forgive raw, less polished content if it’s right on-trend.
- Influencer marketing will still be a major part of marketing in 2020 but consumers do not want to be sold by celebrities they feel disconnected. They prefer smaller, niche experts that have built communities and content they enjoy. Tik Tok is perfect for nano-influencers (up to 1000 followers).
Why You Should Incorporate Tik Tok in Your Business
Tik Tok is relatively new hence it is not as saturated, and it is still largely uncharted territory when it comes to marketing. It has only begun to explore paid advertising and offers an open space for influencers to contest for top positions. While the platform may be more attractive for direct-to-consumer business models, B2B companies should still consider this as a viable option (hint: Washington Post). Tik Tok is a hub of creative, fun and sometimes crazy ideas that can help companies to soften the brand tone, increase online presence and engage with the next generation of consumers.
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References:
https://www.marketingcharts.com/digital/social-media-108342
https://adage.com/article/tech/leaked-pitch-deck-reveals-how-tiktok-trying-woo-brands/2205906
https://www.oberlo.com/blog/tiktok-statistics
https://digiday.com/marketing/pitch-deck-how-tiktok-is-courting-u-s-ad-agencies/
https://blog.hubspot.com/marketing/tiktok-stats
https://www.cbinsights.com/research-unicorn-companies
https://www.business2community.com/social-media/5-reasons-why-tiktok-marketing-should-be-ticked-by-your-brand-in-2020-02260457
https://www.socialmediaexaminer.com/4-ways-to-use-tiktok-business/
https://www.businessinsider.com/tiktok-marketing-trends-predictions-2020?IR=T
https://blog.hootsuite.com/what-is-tiktok/
https://www.genzinsights.com/gen-z-wants-non-of-your-marketing-strategy.-they-want-to-be-part-of-it
https://www.businessnewsdaily.com/12020-tiktok-business-features.html
https://www.ubermetrics-technologies.com/blog/what-communicators-need-to-know-about-tiktok
https://www.socialmediatoday.com/news/a-beginners-guide-to-using-tiktok-to-market-your-small-business-infographi/568651/
https://www.ubermetrics-technologies.com/blog/what-communicators-need-to-know-about-tiktok
Key takeaways
- TikTok is built around short, looping vertical videos.
- It is known for virality and high engagement.
- Its audience skews towards Gen Z and millennials.
- Check whether your audience is there before investing.
Frequently asked questions
How does TikTok work?
Users create short vertical videos that loop, and can connect clips together into longer videos. Content is discovered through a highly engaging feed, which gives videos the potential to spread quickly.
Who uses TikTok?
According to the article, TikTok is available in 155 countries and 75 languages, with a user base dominated by Gen Z and a growing number of millennials around the world.
Is TikTok suitable for B2B companies?
TikTok is mainly a consumer platform, so it tends to suit brands targeting younger audiences. B2B companies may find LinkedIn more effective, though TikTok can support employer branding or awareness.
What kind of content works on TikTok?
Spontaneous, creative and entertaining short videos tend to perform best. Content that feels authentic and taps into trends usually engages more than polished advertising.
Want help applying this in your market? Talk to 90 Degrees Asia about B2B marketing across APAC.
