Launched in 2016, TikTok has grown rapidly in popularity and now has over 600 million monthly active users. The platform, available on desktop and as an app on iOS and Android, allows users to share 15 to 60-second video clips with text, audio and filters.
TikTok stands for diversity, inclusion, and authenticity and is currently the seventh most used Social Media app globally, behind Facebook, YouTube and Instagram – as you’d expect. However, it’s fair to say TikTok is somewhat the ‘Marmite’ of Social Media apps. Love it or hate it – either way, it’s certainly addictive.
To put into context how easy it is to fall into a TikTok hole, statistics show the average time spent on the app per day is 41 minutes. That’s approximately 30% of the total time average users spend on Social Media per day (2h 22 minutes). With very little text to read, and videos as short as 15 seconds, there’s no easier way to consume content.
Looking at the sometimes silly trends and challenges, you’d be forgiven for assuming the average age of a TikTok user is younger than the majority of other Social Media platforms.
However, the largest portion of users (26%) are aged 18-24, which means there are ample opportunities for businesses to target this audience when relevant.
The platform is half made up of unique content, where users share whatever takes their fancy or what they think their audience will enjoy. The other half of TikTok is very trend heavy, where users recreate dances or videos to popular audio snippets, for example.
TikTok isn’t the type of Social Media platform where you connect with your nearest and dearest, and perhaps that’s why the content shared appears more genuine and personal. Seeing (and hearing) the creator in a video, or Live, adds extra value to the post than just an image with a caption.
The TikTok algorithm is engagement-led, so users will typically see posts popular across the app from those ‘TikTok Famous’ accounts and based on posts they have previously engaged with. From (real-life) celebrities to preteens, there’s a place for everyone on TikTok.
Intrigued? We’ve categorised TikTok into our favourite binge-worthy post types to give you an idea of what’s in store.
It’s the dance posts for us…
If you’re ready to see the same dance moves attempted by a whole range of people, TikTok is the place for you. TikTok wouldn’t be the same without its quirky dance crazes, and the experts make it look so easy you may well be tempted to join the hype.
Lip-Syncing TikTok videos are also popular amongst creators, often used as the backdrop to a ‘Story Time’ with text overlays. If you want to see what videos other creators have shared using the same snippet of audio, click on the song name at the bottom of the screen to see a whole variety of uploads.
Thanks to the app’s visual elements, being 100% video-based, users can use tone and expressions to add context to their content. Context will allow creators to add a touch of comedy to their posts, and you’ll often see parody videos shared.
Although, if this tempts you, then be ready for some comments from those who haven’t yet caught on. Businesses will need to be extra careful how they play this one to protect their brand reputation at all costs.
Forget LinkedIn or Clubhouse, experts are turning to TikTok to share educational content in a fun, short and sweet manner. From Doctors to Financial Consultants, who says you can’t learn a little during your evening scroll?
This post style adds so much value to a user’s feed they will likely follow for more. However, it works because it’s a person sharing their expert insight, so if you’re tempted to give this a go as a business, you should consider finding your ‘face of TikTok’ for personality and consistency.
Of course, all Social Media platforms come with trending challenges, such as the Ice Bucket Challenge or the Harlem Shake, but elsewhere we often see one trend go viral for potentially up to a week at a time.
TikTok, however, is incredibly fast-paced, so if you want to be on board with the latest challenge and show your audience your business is #ontrend, then you better move fast.
A word to the wise, if you’re off to download TikTok now, then make sure you’ve cleared your schedule – we’ll see you in a day or two.
Don’t mind us, we’re off to get lost in the crazy world of TikTok…
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