Why Businesses Should Be Active on TikTok?

From lip-syncing app to a full short-form video content hub, TikTok has grown immensely since its birth in the social media industry. TikTok is basically a video sharing social network where users share short clips of themselves lip-syncing or dancing to trending music. With its mass popularity increasing day by day, marketers have been paying close attention to the hype of this social media platform.

Currently, TikTok has more than 680 million monthly active users internationally. After its merger with Musical.ly in 2018, TikTok’s active user base has increased by almost 800%. On average around 1 million videos are viewed daily on this platform and 90% of the users access the app multiple times a day. With such sizeable user activity, marketers have realised that the marketing potential on this platform is high. Being the newest and fastest growing social media platform, TikTok offers several benefits for businesses who want to get their brand out there in the online community. Let’s take a look.

1. Target Audience

Wide Target Audience on TikTok

The user base of TikTok is probably the highest as compared to other social media platforms, with more than 680 million monthly active users and 2 billion app downloads worldwide. Before opening the TikTok app, users are already perpetrating an immersive experience. It’s probably no surprise to many that TikTok is heavily dominated by 18- to 34-year-olds but the number of adults gathering to the platform cannot be overlooked. You can find doctors, cops, teachers, parents, and even grandparents on the platform.

Looking at the year-on-year growth of the platform, it is a clear sign of the app’s skyrocketing popularity. Also, millions of businesses are now adding TikTok to their marketing strategy as most of their target audience is already present on the platform which in turn makes their marketing task a lot easier.

2. Influencer Marketing

Influencer Marketing is an extremely popular marketing technique in today’s generation and more importantly, it is equally popular on TikTok as well because Influencers have a large following and highly engaged audiences. Influencers quickly build up trust and their followers are always excited to see what content or brand they promote online.

The key to success on TikTok is working with influencers whose followers match your target market. Popular influencers can definitely increase a business’s sales and brand awareness. Moreover, the platform allows for links in users’ bios to their YouTube channels or your Instagram accounts, so it’s easy for influencers who already have a following on these platforms to direct people who find them on TikTok back there. Further, the TikTok search also allows you to find the best people to work with so your business can find someone in its niche and budget.

3. Organic and Paid Posts

Other than entertainment, TikTok also provides businesses with an opportunity for paid and organic posts. Most of the new businesses on TikTok prefer an organic content strategy for gaining more views and attention. One such organic strategy includes creating user-generated content. Today, millennials value authenticity over anything else. TikTok drives content organically as a part of its design and encourages user-generated content through its challenge concept whenever possible.

Moving on, TikTok also provides multiple paid advertising opportunities for businesses, which helps get a huge engagement rate and reach wider audiences. This strategy includes:

  • In-feed video ads: these ads are short-form videos that appear in users’ news feed on the For You page.
  • Branded hashtag challenge: a brand asks users to record themselves performing something, like a dance, or using a product and then post it with a specific hashtag.
  • Brand Takeover Ads: these are full-screen, 3 to 5 seconds video ads that show up as soon as someone opens the app.
  • TopView Ads: similar to brand takeover ads but can last up to 60 seconds and are on a delayed play, i.e., it does not play on app startup.
  • Branded Effects: custom stickers, AR filters, and lenses that users can add to their own video.

4. Easy to Capture Attention

TikTok Users Making Content and Videos

The most valuable feature of TikTok is the presentation of content. The content/video is displayed in the full-screen format which means there is no distraction and interruptions while watching the video. With TikTok, you have the full attention of the user for at least a split second. All you have to do is figure out how to keep them engaged and busy watching.

As per the statistics, on average, users are spending 52 minutes per day on TikTok. That means that even if each video is 1 minute long, a person can watch 52 videos daily on TikTok. Also, the app has a live streaming feature as well to directly connect with your viewers in real-time and increase your brand engagement.