TikTok, it’s the social media platform that’s taking the world by storm. Gen Z is all over it, and even millennials are joining in on the fun. Can brands be far behind? But what is TikTok, and is it lucrative enough for brands to include in their 2020 marketing plan[1]?
We look at the growing popularity of the channel, what it means for brands, and how companies can maximize their TikTok marketing.
The rise of TikTok
TikTok is a mobile video app much like the now-defunct Vine, created by parent company ByteDance, a startup based in Beijing, China. Launched in 2016, the app currently boasts over 500 million active users[2] and is popular in India, China, and the US.
Users create short, fun looping videos, from 15 seconds to a minute long that’s usually set to music available from the vast TikTok library. The app also offers effects like split screens and filters much like in Snapchat and Instagram. It also provides live streaming.
Alongside the videos that users can create, they can also remix songs and create playlists, in the same vein as Spotify. Like most other social platforms, there is a certain level of interaction between members on the app, such as liking, commenting, hashtagging, and sending hearts.
TikTok recently incorporated paid advertising, which has encouraged brands to join the app and promote themselves.
Why brands should join TikTok
The number of users on TikTok and the app’s potential to grow should be sufficient enough reason for brands with a mobile marketing strategy[3] to join.
But there is reason to seriously consider whether or not it is worth joining the app. For one, the majority of TikTok users are Gen Z, with a few millennials thrown in for good measure.
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