By Ryan Metcalfe 6 Feb 2020 2:59pm
If you haven’t heard of TikTok it’d be safe to say you are probably not a teenager. A sweeping generalisation, perhaps, however according to Global Web Index, 41% of TikTok users are between 16 and 24 years old.
Recently we have had clients asking us what is TikTok and questioning whether they can get on TikTok. So we wanted to share our knowledge and experience of this App that is taking the mobile world by storm.
What is TikTok in three words? Really short videos. Or, as The Verge put it in a few more words, it’s “the closest thing we have to Vine,” the former video-sharing app owned by Twitter. It really is that simple TikTok is just a massive library of short videos. According to TechCrunch, TikTok is “the Instagram for the mobile video age.” No matter how you describe it, the app is taking the digital world by storm, and marketers are taking note.
It feels as though Tik Toks story started when the Vine story ended. Vine was a short-form video hosting service where users shared seven-second-long, looping video clips. Vine launched the careers of the likes of Rudy Mancuso, Liane V and Logan Paul who evolved into a You-tuber who took part in two boxing matches that achieved a combined audience of 40 million people.
Vine also was used by mainstream celebrities such as Game of Thrones star Maisie Williams as well as popstars Arianna Grande and Justin Bieber. Vine was discontinued in 2016 as competitors entered the marketplace.
Musical.ly was a lip-syncing app that became popular and in 2017, TikTok’s parent company, Bytedance, purchased Musical.ly for $800 million. Bytedance had already launched Douyin, the forerunner to TikTok, in China. After acquiring Musical.ly, the two platforms merged and launched TikTok.
Two years later in February 2019, TikTok exceeded one billion installs from the App Store and Google Play. More than half of these installs occurred in 2018.
Suddenly marketers pricked their ears and salivated at the thought of a captivated audience of one billion people. Big brands got on board such as Nike, Fenty Beauty, and Apple Music and with entrepreneur and serious influencer Gary Vaynerchuk proclaiming TikTok to be the current and the next biggest thing TikTok certainly demands its share of the marketplace.
There is a catch however, TikTok has a demographic coined as Gen Z, the majority of which use the app as entertainment. So, the content has to be entertaining but not just entertaining but entertaining to Gen Z. That’s not all, the content has to be short after all as we said TikTok in three words is ‘really short videos.’ The combination of these factors has left marketers questioning what’s the secret to success on TikTok. The answer is simple there is no secret it’s straight-up creation of high-quality content completely targeted at your target audience. This so far has been achieved most successfully through the use of influencers who have built an audience who trust them and enjoy their content and therefore will accept their recommendations and product placements.
TikTok has certainly left everyone guessing what is going to happen next and striving to stay ahead of the curve and this can be a major issue for businesses and brands. Here at MGC Agency, we pride ourselves on staying well involved in all developments in the world of marketing, so our clients don’t have to. Our clients can focus on their business and we as the experts deliver the marketing results that grow their business.