TikTok, the rapidly growing new mobile platform of the Chinese company Bytedance, is having enormous success among the youngs of Generation Z (people born from 1995 onwards), who prefer it rather than Facebook or Instagram. But not only the youngests: adults as well, with VIPs and politicians in the first place, begin to be fascinated by TikTok. Let's see together what Tik Tok is and what it can offer to digital marketing.
TikTok was born with the declared intent to entertain and distract: the application allows the creation of short music videos, up to 15 seconds, and short looped videos, which can last up to one minute. TikTok also provides its young users with background music and special effects that also allow to change the playback speed to create lip-sync performances. The results are original and creative videos.
However, TikTok is not a real social network: indeed, it is not the more suitable instrument for creating a community, as it is for Facebook or Linkedin, where you normally interact with people from your network or friends. On the contrary, TikTok is more similar to Twitter, where the publication of a content can suddenly go viral.
An obvious example is the "For you" section, which presents the most popular videos shared on the app, similar at first sight to the Instagram feed: videos appearing in this section are chosen by the TikTok algorithm, which selects only the videos with the highest number of views. For this to happen, you don't need a large number of followers or to be a celebrity: it all depends on the content and quality of the video.
TikTok in marketing
As stated by Bytedance in June 2019, the mobile platform has 1.5 billion active users per month, the majority of which are clearly composed of the young people of Generation Z. In November 2019, according to data released by Sensemarkers through DataMediaHub, TikTok recorded a growth rate of 115%, higher than all social media and all other messaging platforms.
Faced with such data, one wonders if it could be useful to involve TikTok in one's marketing strategies.
There are conflicting opinions on this. If on the one hand there is no real utility of the medium, if not for pure brand awareness, on the other it is also true that TikTok represents a unique opportunity for those brands that aim to reach the youngs.
Furthermore, the mobile platform has recently developed the Pro Accounts, equipped with an Analytics tool: basically, it is an analysis tool that reveals insights on the audience and the performance of the contents, an indispensable tool to take full advantage of TikTok. The Pro Accounts are currently only active in the United States, but will soon be available to all TikTok users who wish to use them.
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