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Every few years a new app comes along and refines how we use social media. In 2018, TikTok became available worldwide and has dominated the social media scene since. What is it? Why is it so popular? How can brands use it? We’ll break down some of the basics in this blog.
What is TikTok?
TikTok is a short-form, video-sharing app that allows users to create and share 60-second videos. In 2018, TikTok was the most downloaded photo and video app from the Apple store. Fast-forward to today, the app currently has 1 billion monthly active users. It had a huge surge in popularity in the US when COVID-19 hit.
TikTok has made making videos easy. Anyone can pick up their phone and become a TikTok star overnight. The videos vary from challenges, dances, lip-syncing, fashion, pets, to a simple day-in-the-life. There’s really no “one-size-fits-all” topic when it comes to TikTok — it seems as though creativity and authenticity really shine on this app. The advantage is that it’s quick, simple, and can be created right on the phone. A video can be filmed, edited, and posted within a matter of minutes, which means it’s easy to create new content and keep people watching.
The app’s format is laid out so that it has a non-stop loop of videos automatically playing one after another. This can be highly addictive for users and serves their short attention spans. It’s not unusual for a user to get lost in the trace of TikTok videos for hours on end.
Why is it So Popular?
TikTok is used by many celebrities and influencers, which has helped launch the app into its stardom. While many celebrities and influencers started using the app just for fun, they have now transitioned into paid partnerships. One example of this is Jimmy Fallon. He started challenging TikTok users to do funny challenges and then shared them on his show, The Tonight Show with Jimmy Fallon. Here’s a hilarious example of his #TumbleweedChallenge, which got over 9 million views. The app is so popular that it has even formed its own TikTok influencers, like Addison Rae and Charli D’Amelio. They have gained their status by appealing to their younger audiences and staying up-to-day on current trends. Teens and young adults are heavily influenced by these self-made celebrities and buy the products that they promote online.
Localized content is another key strategy in the TikTok algorithm. While the app is used worldwide, the content is specifically curated for the user’s location and interests. Localization ensures that the content is appropriate for both the culture and language of the targeted country. The celebrities that you see on your feed are often localized to your region. While Jimmy Fallon is popular in the US, there are many other celebrities who are dominating TikTok in Japan, India, or wherever you are in the world. As the celebrities create more buzz, more people will get on the app and join in on the fun.
How Can A Brand Use TikTok
If you want to grow your business on TikTok, the best way is to dive into the video creation realm. It’s free and once you get the hang of it, it won’t take long to start posting content, so don’t be shy! Take part in the challenges and contests, which will get your name out there and help generate user-generated content. Just like many other social media channels, hashtags are a vital part of staying relevant. Campaigns have great success when tagging a unique hashtag on your videos.
Another way to leverage your TikTok game is by partnering with local brands, celebrities, and influencers. This is the same concept as collaborating on other social media channels, but this would be in a 60-second video form.
The Future of TikTok
If TikTok keeps growing as it has been, it has the ability to become the new Instagram or YouTube. In order to reach that level of success, it must keep innovating and finding ways to recruit and retain users. Are you a fan of TikTok? Do you hope to see it stand the test of time? Let us know in the comments!