We forecast Tik Tok will be Instagram’s biggest rival for 2020. Instagram’s slowing growth rate is expected after exponential growth, and as the younger market hungrily looks for a channel that their parents are not a part of.
This blog aims to give you the low-down on TikTok marketing and it’s not the pop classic Tik Tok by Kesha released in 2009 (that was 11 years ago – shock!). The low-down is also not going to stop millions of teens doing strange actions in supermarkets, buses and other public areas. We’re looking to guide you on what it can do for your business.
Tik Tok is a social media video app where users produce and share short creative videos (15-60 seconds). It is extremely popular amongst teenagers as a creative outlet. It’s a feed of (mostly) hilarious looping videos and whacky music montages made by users all over the world. It has trending dance moves and has given birth to a whole new set of influencers, with contributors such as Charlie D’amelio and her 33 million followers.
- The app was the #3 most downloaded app in 2019
- Tiktok has over 800 million active users world wide, it has about the same usage as Instagram Stories, and for comparison – Instagram has 1 billion active users.
- Almost 70 percent of TikTok users are between 16 to 24 years old, which means that only 30 percent are 25+ years old.
- The average TikTok user spends more than 50 minutes per day on the app.
Although people may not take Tik Tok seriously, its popularly provides access for brands to spread awareness and uniquely market to a niche demographic. Huge companies like Chipotle and Guess are already taking advantage of the platform.
So how can your brand take advantage of Tik Tok advertising? Firstly – assess if it is for you. Are you marketing to Teens? Does your brand’s personality suit this kind of social media? Can you be a part of it without a teenage cringe?
Yes? Read on to use any of Tik Tok’s four different types of advertising:
- Infeed content – Ads that are either placed at the bottom of the organic Tik Tok video or in the video queue.
- Hashtags – Audiences spread the brand message organically by a hashtag challenge or a sponsored hashtag can be used.
- Brand takeovers – Usually quite costly, the ad will appear instantly when a user opens Tik Tok.
- Branded lenses – 2D and 3D lenses for faces and photos, as seen on Instagram and Snapchat.
Here’s some examples of brands on TikTok:
Jury’s out on Washington Post: https://www.tiktok.com/@washingtonpost
Fantastic hashtag by Guess: https://www.tiktok.com/tag/inmydenim
Loving the Geelong Cats, especially this TikTok: https://firstname.lastname@example.org/video/6769120668853275909
Even if Tik Tok isn’t the right platform for your business, it certainly is a watch and learn in terms of influencers, smart marketing and doing away with the notion that there is no room for new players in the social media space.