TikTok isn’t just for silly dance moves and viral #challenges. It’s become the world’s fastest growing and most engaged social platform. Last month, a whopping nine million Australians spent, on average, 23 hours on TikTok per month. And with 167 million videos watched in one internet minute, is it any wonder it’s become the marketer’s favourite tool?
In 2022, brands who aren’t marketing on TikTok are leaving money on the table. Here’s an overview of TikTok’s user base and marketing potential.
Who’s using TikTok?
As of January 2022, TikTok has 1 billion active monthly users. While there are slightly more females using the app (59% compared to 39% males, and 2% identifying as other), the gap has been closing.
It has a reputation for being favoured by younger generations, but you’ll find it’s quickly becoming a cross-generational favourite.
- 28% aged under 18
- 35% aged 19-29
- 18% aged 30-39
- 19% aged 39+
*Source: Business of Apps
TikTok's Superpower... #Reach
Unlike other social media platforms, TikTok accounts with zero followers can still acquire millions of views on their videos - thanks to the viral nature of its very generous algorithm. But in addition to its expansive reach, is its potential for generating sales.
As the top app for consumer spend, TikTok’s eCom highlights are:
- 47% of users bought something they saw on TikTok.
- 66% of users were inspired to shop even when they weren’t planning to.
- 28% of users say TikTok inspired more impulse purchases than any other app.
Consumer spending on TikTok has even led to the creation of its own hashtag: #tiktokmademebuyit
With 10 billion+ views and mega brands like L’Oréal partnering with TikTok to create #tiktokmademebuyit sales campaigns, you don't need us to tell you that potential here is enormous!
3 ways your brand can make the most of TikTok
TikTok users can discover videos through the use of hashtags and its seemingly all-knowing, personalised algorithm. The videos and profiles that perform especially well are known for their engagement factor and authenticity (a broad growing trend across social media).
Here are a few ways you can make the most of marketing on TikTok:
Collaborate with creators / influencers
One study shows that influencers on TikTok have an engagement rate of 17.96%, while the same figures for Instagram and YouTube stand at 3.86% and 1.63% respectively.
Influencers put your brand in front of their engaged audiences. People who follow influencers trust their opinions and recommendations, saving you the effort of reaching out, engaging and building brand trust for yourself. It’s a bit like street cred by association.
Begin or join hashtag trends
One of the reasons TikTok videos go viral so easily is because of all the ever-evolving trends and challenges. Businesses can design their own hashtag challenge to encourage user generated content, which can then promote your brand organically and virally!
Like all social media platforms, hashtags help you reach an audience organically. So, you could also choose to tap into trending hashtags and throw your brand into the mix to be seen by others playing along.
Start a branded channel (but keep it real)
Staged videos and corporate propaganda don’t fly. Which is really a good thing, because spontaneous user-generated content is far cheaper to make and highly effective. Think content like product demos (e.g. innovative cleaning products or skin care), life hacks (#learnontiktok), and behind-the-scenes footage of product development or processes people aren’t used to seeing.
And if it’s unique or interesting, it could be picked up as a trend, advancing your reach and appeal.
Want to see how your brand can leverage organic and paid advertising on TikTok? Get in touch.