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Every few years, a new app redefines the way we use social media. In 2022, TikTok the video-sharing social media platform is the current most popular app in the world. The kids love it. Adults don’t understand it. But there’s no denying its popularity.
Like it or not, there is a great migration that happens with social media as new platforms capture the zeitgeist of culture. They offer newer and more unique ways to interact. The mass adoption of new social media platforms flows through continuous cycles. From Myspace in 2005, moving to Facebook in 2008, and then to Instagram (with a brief interlude by Snapchat) in about 2014. The move to a new social platform is always reluctant, but eventually, the popularity of the platform
coerces us all to join. In 2022, the mobile app TikTok was the current ruler.
What is TikTok?
A mix of music, lip sync videos, comedy, and micro-blog content, TikTok is not an easy platform to understand at first glance. It has even led to the growth of the competitor platform Triller, which aims to take some of the attention away from the app. TikTok is still undiscovered territory for anyone over the age of 25. Extremely popular with Gen Z , TikTok is a glimpse into what it means to be growing up in today’s hyper-connected world.
The vast majority of users on Facebook today at aged 40 plus , while Instagram is more popular with users aged
20-40. In this article, we will look at the history of TikTok, who owns TikTok, and how users and advertisers are benefitting from the platform.
In 2014, a social media app named Musical.ly (pronounced Musical-ly) became incredibly popular with the 13-18 year old demographic. The main purpose of Musical.ly was user-generated videos that combined popular songs with videos from the users (often called Musers). The most popular use of the app was to
create videos where they were lip-syncing and dancing. By mid-2017, the Musical.ly app had over 200 Million users.
In 2016, Chinese app developer ByteDance created an app named Douyin, a rival to Musical.ly. Launched initially only in China, the app was renamed and rebranded to TikTok for better international appeal. Within a year, the TikTok app had more than 100 million users, and the popularity of lip sync videos
continued to rise.
In late 2017, Musical.ly was acquired by ByteDance for a fee of $800 Million. In 2018, Bytedance consolidated the user accounts of Musical.ly and TikTok, merging the two apps into one under the name TikTok.
With this unified brand and user base, the app began to increase in popularity very quickly. TikTok became the most downloaded app on the Apple App store in early 2018, surpassing Instagram, WhatsApp, and YouTube. As of July
2019, TikTok has over 500million total installs on the Google Play Store.
Who Uses TikTok?
TikTok is named Douyin in China, and currently has a userbase of over 250 Million users. In the rest of the world, the app is called TikTok and is available in 154 countries worldwide.
Currently, 40% of TikTok users are located outside China. India has a particularly large user base and accounts for approximately 25% of app downloads to date. As of March 2019, the userbase of TikTok in the US was approximately
14 Million.
The 2019 Internet Trends Report revealed that China internet users spent more than 600 million hours per day watching short videos. As of 2022, TikTok usage continues to grow and the TikTok app is a dominant force in the social media
world.
Short Form Video Entertainment
When you open TikTok, a whirlwind of amateur and professional videos greet you. Most of the videos are music, comedy, or some sort of TikTok challenge related content. Many users use the video-sharing platform to express themselves and share their life in some unique way.
For anyone over the age of 20, this content has no relevance. But to those in the age demographic, it can garner millions of views and followers.
Perhaps the hardest part of understanding TikTok is the shortness of the content.
TikTok primarily shows video content that is 15 seconds in length. While there is an option to share
videos up to one minute long, there is no longer-form video, and no image or text sharing options. These restrictions make the app harder to comprehend the first few times you use it.
Catering To Variety
As of 2022, TikTok has been downloaded over 3 billion times. As the platform is growing, it is evolving and capturing the interest of both brands and celebrities.
In late 2020, dancer Charli
D’Amelio became the first person to earn 100 million followers on TikTok, and currently has over 141 million followers.
Other influencers such as entrepreneur Gary Vaynerchuck have also adopted the platform and have been sharing repurposed content that is more relevant to the demographic.
The biggest draw of TikTok is the ability to post about anything. Humor, hobbies, fitness, travel, music, photography, dance; every category is open and gaining huge attention. Each area is offering exposure for those that can adapt their content to the short-form video model.
While entertainment seems to be the main draw at the moment, there is an increase in both educational, aspirational, and business-oriented content.
What’s The Point of TikTok?
When a new app emerges on the market and starts to grow in popularity, it can be hard to understand why it’s needed.
Instagram, for several years, seemed like a simple photo filter app but slowly emerged into a social platform and branding tool. Snapchat stories initially seemed ridiculous, but as they grew in popularity, Instagram essentially stole the idea, and Instagram Stories now dominate the social network. Twitter,
with its confusing hashtag system, eventually became a new way to track news and current events.
When it comes to TikTok, there is a vast market of people looking for micro-entertainment and distraction for a few minutes during the day. If a video is interesting or appealing, it is reshared quickly by the algorithm on the ‘For You’ page and gains millions of views.
How Does TikTok Work?
Anybody with a
TikTok account can create video content that includes music, special filters, and even visual effects. The aim is to create videos that grab users interest within the first few seconds to stop them scrolling and pay attention.
The more a user
spends time on a specific TikTok creator video, the more likely it is to become viral.
The TikTok For
You Page is the most popular section of TikTok and is the place where users discover new content that is served up by the TikTok Algorithm. Whenever a TikTok user opens the app, the first page they see is the For You Page.
Similar to apps
such as Twitter and Instagram, much of TikTok’s platform is guided by what’s trending, and hashtags that allow users to find content.
How To Use TikTok for
Marketing
While the average TikTik creator is part of Gen Z, TikTok is now beginning to attract a wider user base. According to recent studies, nearly 38% of TikTok’s users within the US are above 30.
If you own a
business, TikTok marketing could potentially be a great channel for your brand. Even in 2020, there is relatively little business competition on the social platform among small to medium-sized companies.
You might think
of TikTok for business as similar to using Instagram Stories. They are not meant to push for
sales, but rather show the personality of your business.
A great first
TikTok video for business owners is to introduce yourself and your business. Remember that the more personal your business feels, the more people will relate to it. Tiktok Marketing is not about trying to sell, but about building brand trust.
Simply sharing
fun facts about your team and a little about your business helps people become familiar with you. Another excellent tactic is to share your brand missions, what’s most important to your small business. This helps your potential customers understand what drives your business.
Another way to
market your business on TikTok is to partner with an influencer. The rise of the TikTok influencer shows that people on the platform value the content they are creating. Every regular TikTik user will have a favorite content creator.
You can look at
the current hashtag challenge that is popular and see if there is a TikTok influencer that you can partner with. These are often known as a branded hashtag challenge, where a business will sponsor a hashtag and challenge users to create content around the theme.
According to
data from TikTok, over 50% of creators have participated in at least one hashtag challenge. The average engagement on a branded hashtag challenge for a TikTok influencer is 8.5%. Considering a user base of over 80 million people in the US, that is a considerable TikTok marketing opportunity.
