While it’s been gaining ground for a while, youth-driven social media platform TikTok has exploded lately.
In February 2020, over 1.6 million Australians were using Tik Tok every month, with 65% of those users female.
If you want to reach Gen Z, this is the place to be. Stats show that 41% of users are aged between 16 – 24.
As a destination for short-form mobile videos that showcase creativity and life moments, TikTok has also enjoyed explosive growth over the last few months thanks to the lockdown around the world.
Where did TikTok come from?
For those of you who are late TikTok adopters, let’s break it down! TikTok is a social media app which is used for creating and sharing short videos. It was initially launched in China in 2016 under the name Douyin.
In 2017 it launched internationally as TikTok. Douyin and TikTok use the same software but maintain separate networks to comply with Chinese censorship restrictions. TikTok merged with US app Musical.ly in 2018, leading to a massive surge in users.
According to Hootsuite, as of May 2020, TikTok has 800 monthly global users. While it still trails social behemoths Instagram and Facebook, that puts TikTok in front of LinkedIn, Pinterest and Reddit.
Why is TikTok so popular?
TikTok is all about short-form video, with a focus on dance, lip-sync, comedy and talent videos. It’s engaging, interactive and fun, with a jamming soundtrack.
Basically, it’s tailormade for teens and has developed a subculture all its own, hosting viral content and trends.
Thanks to Lockdown, Engagement Has Jumped
Not only has the app been downloaded more during lockdown, engagement is strong. People across all demographics are spending more via the platform. According to Music Business Worldwide, sales in the US between 16 – 22 March jumped by 34%.
The YoY increase has also been stunning. In February 2020 there was a 784.2% YoY increase in spend, which placed it in the top 3 of revenue earning, non-game apps, behind Tinder and YouTube.
So how do brands reach a younger demographic via TikTok? Here are our 5 hot TikTok tips for advertisers…
TikTok Tip #1: Dive In & Explore
Unlike Facebook or Instagram, you don’t need to build a profile on TikTok to be able to advertise. To create an ad, all that’s needed is an account, media budget and concept. Ads are displayed ‘in feed’ with a Call-to-Action button, and you can also experiment with Augmented Reality (AR) filters.
Brush up on your demographics. Like other social platforms, ads can be targeted by gender, age, interests, location and devices.
TikTok Tip #2: Know Thy Goals
There are several different ad types available on TikTok. It’s crucial to make sure you’re using the right one for your brand and advertising goals.
Do you want to drive traffic, app installation, conversion, reach or brand awareness?
TikTok Tip #3: Eye-Catching Ads Are Key
More than any other social platform, TikTokers expect short, catchy ads. The form is dynamic. The first seconds of the video will determine the success of the ad and you don’t have a lot of time to tell your story. The optimal length of a vertical video is 10-15 seconds.
TikTok Tip #4: Pump Up the Dance
People love to throw some shapes on TikTok – and the soundtrack is incredibly important. Don’t try and squeeze in logos or lengthy lists of product benefits. This is all about fun. A great approach would be to combine the face of a famous TikTok-er with a brand. Don’t know who they are? Start here.
TikTok Tip #5: It’s a #COVID-Free Space
If you’re creating advertising content now, keep in mind that no COVID-19 related words or hashtags are allowed, e.g. #quarantine or #virus. Like other platforms, TikTok chose to ban these to prevent the spread of misinformation about the pandemic.
Tiktok is the platform we’re watching now. Wondering how your brand will join the party? Let’s talk!
headmark is a data-driven digital marketing agency based in Sydney. We understand how to use the latest platforms to drive real growth.