TikTok is fun, brief, and spontaneous with a short format of sixty seconds. T provides vivid gratification, content localization, PR and marketing pros, and also opportunities to be creative. The precise video application has invited nearly five hundred million active users. TikTok is one of the fast-growing platforms in the social market, surpassing Facebook and Instagram with more than one billion downloads across seventy countries.
It is observed that around fifty percent of the users in TikTok are GenZ who will occupy the significant world population by 2030. Brands like OLX, Center Fruit, Crocs, Flipkart are harnessing the world of TikTok by hosting Hashtag challenges to engage users, build awareness to buy TikTok likes, and encourage user-generated content that gathers billions of views on the platform. Brands from OTT, Entertainment, FMCG, category view the opportunity to target Teens and Millennials as there is a gradual shift in decision-making power.
Like Dubsmash, Vine, and Snapchat, TikTok conveys its user base’s language in a precise, cross-cultural and straightforward manner. But users wonder if TikTok will have longevity or fadeout like other apps. TikTok certainly has huge potential as it offers digestible and short-form content. The content on TikTok is generally personalized and audio-visual that focuses on generating ephemeral communication that cherishes individual expression. Though explicit content makes the people connected, it is all about paying attention to little things that matter to the audience.
Videos are rapidly evolving in online platforms, and research mentions that it is never slowing down with time. According to the Business app, TikTok users invest an average time of fifty minutes daily, and also, people use the app to create or watch videos directly on their phones. Because of mobile-centric features in TikTok, content is more engaging and easily accessible. Ericsson predicted that nearly ninety percent of the mobile traffic is expected to occur from smartphones in 2022.
Companies bet high on videos, but it is essential to adopt new trends and be at the forefront of the curve. But to accomplish that, brands need to be periodical because the audience is constantly changing. Brands can take advantage of new trends and engage with their audience to make their profile more visible. As TikTok thrives into Influencer marketing, advertisers wonder if they can make money through the app. Despite the doubtfulness over the app’s longevity, TikTok is persistently working on its ad offering and capacity.
While the monetization model of TikTok is in progress, it is mandatory to balance the needs of the user and engage them in the platform. Vine rapidly shuttered due to its inability to offer monetization for creators in the platform. Therefore the marketers need to consider how they wish to provide value and monetize it. They need to use social sites’ opportunities to encourage their audience to stay in the platform as brands cultivate their relationship with the audience and work on transforming valuable content into ROI.
Around ninety percent of the consumers feel authenticity is crucial when choosing their favorite brand. TikTok maintains an important authenticity that is unrivaled compared to its competitors. Videos on the platform are mostly unfiltered and raw, turning towards realistic and conscious value generation. For instance, with GenZ users thriving for genuine connections, brands like NFL and Washington post are figuring out ways to reach younger audiences. Many users have resonated with TikTok because of its fun memes, challenges, and behind-the-scenes videos. Merely having a social media account is not sufficient these days. Therefore, brands must craft their voice on the platform. Many platforms come and disappear quickly in the modern digital landscape. But with the increasing usage of mobile devices, consistent growth of social media sites is expected.
Every user in TikTok is conserved as a creator or consumer. The content published on the app range from cooking videos to dance videos or Influencers performing on the screen to create story formats. TikTok has developed an ecosystem that merges Influencers and users to contribute to one another. Before making a campaign, a brand needs to understand the purpose of creating a campaign on the platform. When seeing TikTok from a marketing perspective, it provides,
- Reach to Tweens, Teens, and Millennials
- A seamless combination of Entertainment and Information
- Most negligible saturation among the advertising world
- Niche audience.