TikTok | Social Media Platform Deep Dive | # 1

Social Media is an ever-changing landscape, defining intergenerational marketing strategies and creating new ways to interact with each other. While giants like Facebook, Instagram, Linkedin, and Youtube see consistent long-term success, new platforms crop up regularly. One such young contender is the enormously popular and influential TikTok.

TikTok is a social media app that allows users to post short videos of themselves, presented in a flowing, and easily digestible format allowing visitors to navigate these short videos with ease. TikTok boasts around 524 million active users worldwide. TikTok has users with followers, likes, comments, and users can spend hours browsing millions of user-generated short videos. It is a much larger platform that appeals to the creativity of its audience. Users can create and upload a video—up to 15 seconds long (although you can string together four separate videos to create 60-second pieces)—incorporating music with filters and editing effects or showing the user lip-synching to a song.

TikTok was one of the most popular apps of 2020, with a total of over 2 billion downloads worldwide.  Videos created on TikTok earn 20 billion average views on a monthly basis.

 

@emmachamberlain

soon #LVpartner #LVFW21 @louisvuitton

♬ Weird Fishes/ Arpeggi – Radiohead

@emmachamberlain marketing for Louis Vuitton. This 6-second clip has been interacted with over 1.3 million times.

 

Influencer Marketing with TikTok

 

The convenient mobile-native nature of TikTok, coupled with its creative lean, and digestible bite-sized content are elements that have propelled the platform’s colossal success in recent times. While its predecessor, Musical.ly, was solely music-based, TikTok taps into a broader spectrum of creativity, encompassing a range of niche communities including comedy, dance, fashion, and even food.

There are now more mobile devices on the planet than there are humans, and at over 20% of the world’s population, TikTok users are by no means a small audience. This makes it an ideal platform for influencer marketing.

As the Gen Z population matures, being an early adopter of influencer marketing on TikTok will help you expand your reach, allowing you to connect with a larger audience in a way that is relevant, meaningful, and value-driven.

TikTok is an avenue worth exploring if you’re looking to appeal to a broader audience in your niche or sector. The best way to learn about TikTok marketing is to explore campaigns run in conjunction with the platform itself. This article by mediakix put together a list of 10 viral marketing campaigns on TikTok, to give you an idea of the potential your brand is dealing with; https://mediakix.com/blog/tiktok-marketing-campaigns-case-studies/.

With a considerable market share and a still-growing user base, TikTok is a serious contender on the social media landscape. By taking the time to understand the platform on a deeper level and watching or joining it now, forging relationships with influencers in your niche, your brand could stand to gain considerably.

 

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