After blowing up last year, Tik Tok has taken the social media scene by storm. With its elaborate algorithm that quickly figures out users’ tastes and preferences based on how they engage with the app. Following on from the success of Vine, Tik Tok has adapted that style with this generation of users, as well as marketers in mind.
The rate of which TikTok has grown in the past few years is nothing short of remarkable, as now being the 7th most popular social media platform in the world, leaping over the likes of Twitter and Snapchat.
To put this in perspective, TikTok has amassed 689 million active users as of March 2021, whilst being downloaded over 2 billion times through Google Play and Apple’s App Store across the world. Speaking of the world, TikTok is global and has been downloaded the most in India with 611 million times as well as being available in 155 countries and 75 different languages.
TikTok can credit a lot of its success down to its innovating community, which set challenges. Often being copied in traditional media, such as late-night talk shows, these challenges spark debate, fun, but critically, engagement.
Believe it or not, TikTok has the highest average engagement rate of any social media platform with a whopping 29% of posts being engaged with. And on average 1 million Tik Tok videos are viewed every day.
To put that in perspective, Instagram’s average engagement rate is only 0.98%.
Most of TikTok’s users mostly browse the “For You” section, which uses an algorithm to showcase content that’s personalised to the user based on their past activity. Whenever a new video is uploaded, the algorithm will display it to a small subset of users. Videos with good user engagement (likes, shares, watch time) will be pushed to more users with similar interests, and if the process repeats itself enough times, the video can go viral and generate masses amount of engagement.
By having a similar interface to that of Instagram, TikTok is quick and easy to grasp.
Recording a video is straightforward being similar to most other video recording platforms. When using music, after selecting it will play from your smartphone’s speakers in real-time as you’re filming so you know what the right beats are to pull of your best dance moves.
If you’ve promoted content on Facebook, LinkedIn, Instagram etc, then TikTok ads should come naturally. Simply create a campaign with an objective, input your targeting and budget, perfect how you want your ad to look and set it live. There are currently five ad types, these being In-Feed Ads, Brand Takeover, TopView, Branded Hashtag Challenge and Branded Effects.
In-Feed Ads are probably what you are thinking, being a simple ad similar again to that of Facebook and Instagram ads. Brand Takeover ads appear as soon as that targeted user opens the app, making a great option for generating mass awareness and directing sales. Top View ads are only slightly different to Brand Takeovers, but instead of bombarding users right as they’ve opened the app, they’ll receive the ad as the first post in their feed after 3 seconds. Exclusive to Tik Tok, Branded Hashtag Challenge ads taking over organic and promoted opportunities by marketers creating a hashtag for their challenge and promoting it to raise awareness for your brand as well as get some user generated content. Lastly, Branded Effects ads allows you to create your own stickers, AR filters and lenses for users to adopt into their own personal content, raising awareness of your brand and for users to interreact with your brand, however these only last 10 days, so planning is essential to get the most out of these ads.
Big brands are starting to jump on to Tik Tok, with the likes of The Washington Post, Converse and Gymshark all pioneering this.
But, when you think of The Washington Post being on Tik Tok, what’s your first thought? Is it bland news content? With a dry news reader reading from a script about current affairs. You’d be wrong.
They’ve adapted to the platform brilliantly through their Tik Tok spokesperson, Dave Jorgenson, presenting the news in the shortest and funniest way possible. Keeping his audience’s attention, making them laugh and delivering the news all in one.
Through its ‘Duet’ feature, allowing users to record themselves alongside existing other Tik Tok videos in a split screen format, Tik Tok makes is easy for you to be creative. Other features available are:
You may be thinking, well, most of the features are available on other social media platforms! Well, you’d be right. However, the useability of all these features combined with young user base makes quite for the creative arsenal for users and in turn brands.
They’re not going away any time soon. Personalities such as Charli D’Amelio, Addison Rae, Zach King have taken the reigns on Tik Tok, amassing 10’s of millions of followers.
(don’t worry Will Smith is on it too)
Whilst, Cristiano Ronaldo has the most followers on Instagram with 299 million since joining in 2015, Charli D’Amelio has generated 117.9 million followers in less than 2 years. On Tik Tok an influencers creativity in presenting your product is key, as an influencer must use video on the platform to present themselves, and your product.
According to Traackr, engagements from 50,000 beauty influencers created an increase of 164% in sponsored posts and a further 481% increase in total engagements over 2020. Influencer content generating high engagement is nothing new on social media, however the startling results being produced is not to be sniffed at and a clear sign that Tik Tok will be around for a long, long time.