• reece stewart

What the @%$# is TikTok?

Updated: Apr 17



Yes - there is ANOTHER new social media. But, no, you don’t need to worry. Here is a quick overview of the new platform and whether it is right for your brand (here’s a hint - it’s probably not).


What Is TikTok?


TikTok is a short-form video sharing platform. It launched internationally in 2017 and quickly took the internet by storm. Users create and share their own videos through the app. If the video was recorded through the app, it can only last 15 seconds (but users have the option to upload longer videos that were filmed using other platforms).

Millennials and above might compare this app to the now-departed app Vine.


Our intern, however, has informed us that TikTok is different from Vine. We’re still not convinced...


Who Uses TikTok?


The app has over 1.5 billion users worldwide. In the US, 69% of TikTok users are 13-24-year-olds. Worldwide, users spend an average of 52 minutes a day on the app. The TikTok user base represents significant buying power, so it’s clear why brands are looking for a way to utilize this platform.


What Makes TikTok Unique?


The platform has positioned itself around promoting authenticity - designed to exist on the edge of “viral” culture. One way they do this is through “Challenges.” You’ve probably only heard of negative challenges that have gone viral such as the very dangerous Tide Pod Challenge. However, there are a LOT of challenges on TikTok that don’t endanger life or internal organs. Challenges allow users to submit their own, often funny, moment and be a part of a global movement.


The TikTok motto is “Real People. Real Videos.” The average TikToker spends their time sharing their daily lives, weird interests, and relatable experiences. Any brand that decides to include TikTok in its social media strategy should make sure they prioritize genuine moments.


Is TikTok Right For My Brand?


At this point in time, TikTok does not make sense for a majority of brands. The first thing to consider is if your customer base is even on TikTok. If your typical customer is over 24 - keep moving.


However, for some brands, joining TikTok can be a smart time investment. Companies like the NBA and the San Diego Zoo have both taken the app by storm. What makes them so successful? Their commitment to authentic moments with their fans. At this point in time, the only organizations we would recommend TikTok to are companies that will thrive off of genuine, personal interactions with their audience.


Got more questions about TikTok? Fill out the quick form below and we will reach out to you!


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