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With over 2 billion downloads and counting, TikTok is the new sensation in the social media world. And, contrary to popular belief, it's not just for Gen Z - in fact, more and more brands are using it to reach their target audiences, no matter how niche. So, let's dive into the world of TikTok marketing and see how your brand can benefit from it.
First things first, let's talk stats. TikTok is a video-sharing app that allows users to create short-form videos with filters, effects, and music. It was launched in 2016 by the Chinese tech company ByteDance and has since taken the world by storm. It has been installed on devices over 3.5 billion times worldwide and in Q2 of 2022, the app surpassed 1 billion monthly active users.
Think TikTok is only for teenagers dancing to the latest trends? Think again. The age range of TikTok users is becoming more diverse, with many people over the age of 30 using the app.
Source of above quote: https://www.statista.com/stati...
In fact, TikTok has become the new Google for many people, as it provides quick and entertaining content that can be consumed in just a few seconds. A recent survey found that 52% of TikTok users use the app to discover new products, making it a powerful tool for brands.
TikTok is all about personalised content - the app's algorithm tailors the "For You" page to each user's preferences based on their interactions with the app. It really is the For You page. This means that your brand's content will only be shown to people who are likely to be interested in it. With over 1 billion users, you're bound to find your audience on TikTok, no matter how niche it is. Brands can use TikTok to showcase their products, share behind-the-scenes footage, and create viral challenges that engage their followers.
Innocent Drinks is a UK-based drinks company that has been using TikTok since 2020 to promote its products and engage with a younger audience. They have successfully created several viral challenges, including the #MashWithInnocent challenge, which asked users to create a unique mashed potato recipe using Innocent's smoothies. The challenge received over 40 million views, with thousands of users participating and creating their own videos. They have also created other challenges, such as the #BigGrow challenge, where they encouraged users to grow their own vegetables and share their progress on TikTok. Innocent's TikTok account has over 210,000 followers and has helped the brand connect with a younger demographic.
A.K.A Everyone’s least favourite airline but most favourite TikTok account. The Irish airline has seen their TikTok account soar. They launched their TikTok account in 2020 with a viral dance challenge to the song "Jalebi Baby," encouraging users to share their own travel plans and post-vaccine excitement. The challenge received over 6.5 million views and helped Ryanair connect with a younger audience. Ryanair has also used TikTok to promote its "Jab & Go" campaign, encouraging people to get vaccinated and travel again. The airline's TikTok account has over 40,000 followers and has helped them reach a new audience through creative and engaging content.
The Washington Post is a US-based newspaper that has been using TikTok since 2019 to provide a fresh take on news stories and connect with a younger audience. Their reporters create short, engaging videos that explain complex topics in a fun way. They have covered a range of topics, including politics, science, and culture. The newspaper's TikTok account has over 1 million followers and has helped them reach a new audience that may not have engaged with their content through traditional channels. The Washington Post's success on TikTok has also led to other news organisations, such as The New York Times and NBC News, to create their own TikTok accounts to reach a younger audience.
So there you have it – proof TikTok is not just for teenagers. It has a diverse user base that is becoming more and more inclusive. Brands can use TikTok to showcase their products, create viral challenges, and connect with their audience in a personalised way.
The app's algorithm tailors the content to each user's preferences, meaning that your brand's content will only be shown to those who are likely to be interested in it.
With more and more brands jumping on the TikTok bandwagon, it's time to ask yourself - is your brand ready to TikTok? If yes, contact our social team today.
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