A lot has occurred the minute TikTok crashed the international media party scene last 2018, and among those occurrences is the surfacing of pieces of evidence that shows why TikTok benefits brands.
One example is when the Washington Post employed a TikTok app expert, and Buzzfeed hired teens to cover the election through this platform. The Verge said that Justin Bieber desperately wants his hit single “Yummy” to go viral on TikTok. Several stars, including Snoop Dogg and Reese Witherspoon, have already created their accounts. On top of these, ads, in addition to a shoppable component, found their way onto the platform.
Teens are gaga for TikTok, and so are brand names–given the widely-opened advertising floodgates. Among the many distinguished businesses that have been enticed by the app’s whirlwind success are Chipotle, Nike, Fenty Beauty, Pepsi, and Universal Studios.
So, is it about time for your business to venture on TikTok marketing? If so, start learning more about the app’s statistics, demographics, and advertisement data and information, and by doing so, you could evaluate how TikTok benefits brands.
What is TikTok?
TikTok is known to be the “location of short-form mobile videos.” The time limit of its videos ranges from five to six seconds, making it a bite-sized variation of YouTube. Furthermore, developers have access to a selection of filters and effects, in addition to an enormous music library. The app became a hit-maker because its various tracks have a high meme potential. And like any other social-networking site, TikTok has a high range of influencers and meme-makers who get paid based on views, likes, remakes, shares, and virtual coins.
However, the primary cause of TikTok’s instant success is its algorithm, which makes use of artificial intelligence to curate customized recommendations for viewers. The minute a user opens the app, the video feed plays, thus drawing the viewers’ interest. Users can also follow their favorite creators; however, it is not a requirement for the feed to be instantly filled with curated clips.
TikTok focalizes its experience on content discovery, making its videos blow up so quickly.
What can you do on TikTok?
View and create videos. Videos are basically the entire TikTok experience summed up in one word. It can either be uploaded or produced in-app and edited using several tools such as stop and start taping, timer, transitions, time effects, split screens, live streaming, and green screens. To maximize your TikTok experience, you can use visual filters, gifs, emojis, and so much more.
Attach music. The app edges out all other social and video platforms with its substantial music library and its collaboration with Apple Music. Creators can attach saved songs, remixed songs, and audios taken from other video clips. One way that TikTok benefits brands is when users make use of the brands’ jingles and attach them to their videos.
Communicate. TikTok users can communicate with each other by posting and responding to comments, giving heart reactions and gifs, sharing videos to another social media platform, or directly sending a message to other users.
Discover. TikTok’s ‘Discover’ feed is all about the hashtags. This is where users type in a certain hashtag to view the videos related to that tag. Users can likewise look for keywords, other TikTokers, videos, and sound effects in this feed. Here, users can add other accounts by either looking for their username or scanning their distinct TikCode.
Check out profiles. A TikTok profile shows a roster of the user’s followers and following, as well as the total number of likes received by the user.
Purchase virtual coins. Virtual gifts can be offered by utilizing virtual coins. When users purchase a virtual coin, they can convert it into diamonds or emojis, and diamonds can be exchanged for cash! The selling price for coins starts at $1.39 for 100 coins and increases up to $139.00 for 10,000.
How do individuals typically use TikTok?
There is no definite rule in using TikTok. Well, there might be a couple of lip-syncing, dubbing, dancing, funny sketches, and a whole lot of cats, but there is no rule book. However, there are different formats that TikTokers follow.
TikTok Trends. Otherwise known as ‘TikTok Challenges,’ these involve a popular song or sound effect turned into memes or other dance challenges. Some trending challenges, such as #ButHaveYouSeen and #HowToAdult, act as prompts for users to recreate or mimic dance moves and styles. Other users use an ad’s jingle or dance steps, thus proving that TikTok benefits brands.
TikTok Duets. Duets are a popular collaborative function of Tiktok that is not present in other social media platforms. It enables users to sample another person’s videos and include themselves in it. These duets vary from authentic collaborations to remixes, satires, and many more. Artists such as Lizzo, Camila Cabello, and Tove Lo have used the format to promote songs and bridge gaps between them and their fans.
Cringe Videos. These videos are to make the audience cringe and flinch with the users’ painfully awkward performances. They are often amusing but always awkward. These are the sort of videos that you can’t look away from, no matter how embarrassing they could get, and for that reason, they frequently end up in some YouTube video compilations.
React Videos. YouTube vloggers may have pioneered in reaction videos, but TikTok video creators seem to have refined it. For a user to react on a video, they can find the ‘React’ button under the ‘Share’ option of someone’s video. Users can record their reactions while watching a video and position their own video on the initial video’s desired area. It might be useful for TikTok users to know that they can disable the ‘Duet’ and ‘React’ features.
Cross-platform Sharing. If you have seen TikTok memes on Facebook, that is simply because TikTok memes do not remain on the app itself. In almost all cases, users share their videos on their other social media accounts such as Twitter, Pinterest, Snapchat, Instagram, and Facebook. This is a built-in feature in the app. According to data, there are over 32 million posts with the hashtag #TikTok on Instagram. This format is also proof that TikTok benefits brands because its videos can be shared across different platforms, thus reaching more consumers and users.
TikTok Demographics and Statistics
TikTok’s data are difficult to track; however, I managed to find some useful ones.
General TikTok Statistics
- Tiktok is known to be the world’s 6th largest social media platform.
- TikTok has been downloaded over 2 billion times to date (what a tremendous statistical update to prove that Tiktok benefits brands!).
- In 2019, TikTok had been installed for more than 738 million times, placing it on the second tier of most downloaded apps of the year.
- Based on Sensing Unit Tower’s data, the 4th quarter of 2019 was TikTok’s best quarter with a whopping 219 million installations.
- A third-party data taken from Apptopia shows that TikTok’s in-app purchase profits skyrocketed to $50 million in Q4 2019, while Sensor Tower estimates nearer to $87 million.
With these astonishing statistics, imagine the effect and depth on how TikTok benefits brands.
TikTok Usage Statistics
- Based on a leaked deck from TikTok itself, it has 800 million active users every month, 500 million from China alone.
- According to data, a typical TikTok user opens the app eight times a day (imagine a user seeing your ad eight times a day, it’s equivalent to the number of times a person drinks water. TikTok benefits brands because a typical user could splurge on an ad eight times or more in a day).
- 60% of TikTok’s users are from the Gen Z, and as we all know, Gen Z’ers sure knows how to set the trend.
- TikTok has been made available to 154 countries across the world and translated into 75 different languages.
According to ByteDance’s Annual Report in China:
- 14.89 million knowledge-based and educational videos were shared on the app in 2015.
- 24.18 million videos using the ‘infant’ filter garnered 210 million like reactions.
- 3.265 million videos received 1.02 billion like reactions using the ‘aging’ filter.
- According to Sensor Tower, India led the market with 323 million app installations in 2019, representing 44% of the international installs, regardless of its swift restriction in 2015.
- As seen on data, there were 120 million regular monthly users in India as of June 2019.
- Based on TikTok’s leaked deck, 500 thousand of TikTok’s global regular active users are Chinese.
- Users from China spent more than triple the amount that U.S. users spent in 2019.
- In China, TikTok is much more popular among users from the older generations compared to users from other countries. 60% of the users are within the 25-44 age bracket, according to a study made by WorldWide Web Index.
United States of America
- There are 30 million active users every month in the United States.
- The U.S. accounted for 6% of the international downloads because of the 46 million app set-ups in 2015.
- 34% of the daily active users in the U.S. record videos every single day.
- TikTok’s most massive age bracket for users in the U.S. is 18-24 years old, which accounts for 42% of the total population of users, and that age bracket is followed by the 13-17 years old bracket which accounts for 27% only.
- 60% of the projected users in the U.S. are female, making it a larger population of users than males.
- Britain falls under the third tier in the TikTok app investors’ hierarchy, accounting for 2% with $4.2 million.
TikTok Advertising Figure
- TikTok’s average cost amounts to $10 per one thousand impressions.
With the mountainous number of users, it would be quite easy for brands to monetize. See? I wasn’t wrong when I said TikTok benefits brands.
How to Utilize TikTok for Business
In 2015, TikTok presented a self-serve ad platform for businesses; however, there are several ways to utilize TikTok for marketing.
Branded hashtag challenge
Setting fun and top-quality hashtag challenges seem to be the most popular bait that brands love to bite to connect with users on TikTok. Some well-known and distinguished companies and artists such as the NFL, Sunsilk, Universal Pictures, and TurboTax participated in the “run” challenge.
The use of this advertising method motivates users to create videos around a specific challenge using a catchy song or a set of funky dance moves. According to TikTok, the virality factor of these challenges may be the reason why they favor many users. Thirty-five percent of the users have participated in at least one challenge, and 16% of all videos in the app are connected to hashtag challenges.
As mentioned, branded hashtags appear in the ‘Trending’ section of the ‘Discover’ tab or feed. When users click on that section, they are brought to a page that shows a list of different challenges and a brief description of each particular challenge. Brands can pay extra to protect the upper banner position if they want to be seen by many users and consumers; however, this status can cost them a lot of money.
Brand takeover advertisement
A brand takeover advertisement can be one option for business savvies. This advertisement turns up when somebody opens the TikTok app. It can either be a three-five-second full-screen video, GIF, or image, or links to an external or internal landing page. Although TikTok just permits one marketer for this format each day, it promises five million daily impressions.
In-feed video ads
In-feed video ads are videos that run 5-15 seconds long and are mostly promoted in TikTok videos. These videos appear in the ‘For You’ feed and allow users to navigate an internal or external page. Users can share, like, comment, and click on these video ads as they can with any other typical video. These ads are offered through the bidding model.
Top-view video ads
TikTok’s top-view video ads integrate takeover and in-feed video ads. These video ads begin with a takeover, and shift to an in-feed video, lasting 15 seconds.
Interested brand names can partner with TikTok to develop 2D and 3D lenses for users to try on and to embark on a whole new level of TikTok experience. With this method, businesses may land in the ‘Trending’ area of the ‘Discover’ tab for ten days.
According to TikTok’s data, 64% of its users have tried face filters and lenses, and they enjoyed doing it.
Remember all those catchy and funky jingles from old-school advertising days? Didn’t they stick with us for a long time? Songs are a major part of TikTok; it wouldn’t be TikTok without songs or sound effects. So, producing top quality and catchy song can genuinely assist in campaign momentum.
TikTok influencer partnerships
Knowing that an influencer’s influence goes a long way, many brands have coordinated with several influencers who have a more massive fan base to promote hashtag challenges or merely promote items. TikTok even provides lists of potential creators to brands, making the work much easier and the load much lighter.
The future of TikTok
What is to be expected in 2020? TikTok is supposedly beta-screening shoppable ads with the help of significant influencers in the United States. Since November, these developers have been able to embed links to item pages in their videos for easy navigation. Utilizing TikTok for business might be the best decision one could make. With TikTok, it is either all or nothing, and I believe it has always been ‘all.’ The future is blinding on Tiktok, so invest now to build a solid foundation of consumers for your brand this year and the years to come.