TikTok is a social network that started as “Music.ly”, a lip-syncing video app that was rebranded as TikTok. After rebranding, TikTok became widely popular in the U.S. and Australia. TikTok enables users to make videos, edit them, add music, and post the videos to the platform.
The videos are typically short skits, lip-syncing, dare/challenge, and cooking Instructables. The videos are long screened as opposed to widescreen like on Instagram. Users can follow other accounts and have followers.
Trending videos or viral content videos are videos created by many people mimicking the action and music of another video; these are the most popular videos on TikTok.
TikTok is different from other social media platforms like Facebook or Instagram. These US-based platforms are self-directed based on the user’s friends or followers than by algorithms that make suggestions based on engagement commonalities. Whereas, TikTok directs the feed first based on algorithmic observation and inference derived from the videos watched by the user.
From the moment a user initially interacts with the platform, the platform begins taking notes about what the user watches. User feeds are generated based on these predictions. Instead of opening the feed and seeing videos by people that a user follows there, feed is called “for you” and it always has endless videos to watch based on observing the user’s habits. This creates the opportunity for a user to view videos well beyond the scope of who they follow.
Why TikTok for Marketing?
Forty-one percent of TikTok’s present user base is a young demographic ranging in age from 16-24 years old. The next largest user group ranges in age from 24-30 years old. TikTok has more than 500 million users which is larger than Twitter or Pinterest’s user network. This is an ideal marketing opportunity for brands that market to young people.
As of August 25, 2020, there isn’t an option for ads on TikTok. However, there are two options for marketing on TikTok. One option is the brand or business could create its own original content. The alternative option is influencer marketing.
Influencers are abounding on TikTok and some huge ones have as many as a million followers. Influencers are a big deal on TikTok and many of them make things like cooking or how-to videos. Creating original content requires time and a great deal of creativity. It’s easier to pay an influencer to use your product in a video or demonstrate it in some way.
There are some exciting opportunities to be had by tapping into this relatively new to the US social media platform. It can be intimidating adapting to a new platform and after reading our explanation of TikTok you might still be shaking your head.
However, if your brand’s demographic is young people TikTok is the new frontier. Jexan can help you navigate TikTok by aligning your brand with appropriate TikTok influencers and guiding your team through the process of creating original video content for TikTok. This is a great opportunity to harness both marketing options and place your product or service in front of a huge platform of highly responsive users.