ARE YOU USING THE LATEST SOCIAL MEDIA APP?

 

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y now you may have heard of TikTok, especially if you have a pre-teen or teenager in your household. No, it’s not the sound of the clock ticking down to {insert topical reference}. TikTok is an app originally called Musical.ly, launched by Chinese company ByteDance in 2016.

Put simply, TikTok enables users to create short, music-focused videos and edit them with filters and AR features. As with any new ‘craze’, it raises many questions and sometimes a sense of unease. We’ve answered a few of those questions below…

 

Surely this won’t catch on?

500 million monthly users say otherwise! We all thought Facebook would be here today, gone tomorrow but 15 years later and 2.45 billion monthly active users as of the third quarter of 2019, it is the biggest social network worldwide.

Not to mention that we’ve all been harping on about the importance of video marketing for a while now (including Zuckerberg!) Here are just a few stats to remind you why video is so important…

  • Mobile video consumption rises by 100% every year (Insivia)
  • By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017 (Cisco)
  • 92% of users watching video on mobile will share it with others (Wordstream)
  • Social media posts with video have 48% more views (HubSpot)

Isn’t this just a platform for ‘the youth’?

Well, at the moment over 40% of the app’s users are between the ages of 10 and 19, making it a prime target for any brands seeking the attention of Gen Z. Although Gen Z are the early adopters, this doesn’t mean it won’t catch on with other generations. We’ve seen this happen amongst Facebook, Pinterest, Snapchat and Instagram!

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Should my business be on TikTok?

Contrary to popular belief, your business doesn’t have to be on every social media platform that exists! Choose a maximum of three social platforms that you’ve ascertained your target audience uses and suits your business. Once you’ve signed up and set-up, be active and consistent! Mike Prasad, CEO of Tinysponer, says, “For a business to be successful on TikTok, they need to first be active on TikTok. [Give] users a reason to follow you.”

TikTok has been dubbed the platform for ‘realness’ (we’re getting down with the lingo!) There’s none of this, ‘Instagram vs reality’ content. There is only room for authenticity – and that’s not a bad starting point for a great marketing strategy!

What opportunities does TikTok offer businesses?

Other than the app being a free digital hub; a community of people excited to be there. Ultimately, as with all things new to the market, TikTok isn’t’ as saturated as Facebook, Twitter and Instagram. Therefore, it’s cheaper to advertise on and easier to become an influencer. 

TikTok will eventually support four types of advertisements.

  1. Infeed native content – such as the skippable advertisements on Instagram stories and Snapchat.
  2. Brand takeovers –  this allows you to take over the app for a day and allow you to create images, GIFs, and videos.
  3. Hashtag challenges – where you create a hashtag and an end goal or prize for participants. A great example of this is Dreamwork Pictures promoting its new show on Netflix.
  4. Branded lenses – simple but often effective, you create branded lense/filters for users to use and share. Businesses can currently do this on Snapchat and Instagram.

What content would we/should we even be posting?

This is not a site where ‘head-on’ sales messages are going to work. As mentioned above, this is a platform where authentic content that demonstrates character and personality will thrive!

This is not a space for polished, carefully curated content. “The beauty of TikTok is that it’s an accessible creative space,” said Prasad. “That means it thrives on a touch of quirkiness and avoids heavily commercial-style productions.”


So there we are, TikTok could be the newest social media platform for your business. The biggest bit of advice we want to give is; don’t assume it’s not for you because you perceive it as exclusively for Gen Z. Social Media is always evolving and adapting, being an early adopter could serve you well. 

Why don’t you download the app today and have a little look around? We’d love to know your thoughts!

If you’re unsure if you should be using TikTok or you’re interested in signing up, but feel you may need some guidance in implementing the platform into your marketing strategy, then get in touch! We’d love to help you.

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