What is TikTok in 3 words? Very short videos.
However you want to describe it, the social media app TikTok is on the rise and is tipped by many marketers as the marketing trend of 2020.
Is it a good idea to add TikTok to your online marketing strategy? That depends on a number of factors. To make a good decision, it is important to first understand what the app is, what you can do with it and who the users are. You can then determine whether TikTok is a good social media channel to add to your marketing arsenal.
What is TikTok?
TikTok is an iOS and Android social media video app that allows users to create and share short, funny, sarcastic and sing-along videos. You can create vertical, looping videos of between 15 and 60 seconds, there are many filters and effects available and there is an extensive music database so that you can ad hip and fun music to your video.
- The app was launched in 2017 by the Chinese developer ByteDance.
- Het heeft $75 miljard beurswaarde en is daarmee hoger gewaardeerd dan Uber.
- 275% download groei in 2018 en in totaal meer dan 1 miljard downloads.
- The app costs € 0.00 for the user, but there are in-app ads.
What is the content of the app?
TikTok bets heavily on Artifial Intelligence (AI). There is a "Discover" page with content linked to trending hashtags and a "For You" Feed with personalized content based on your use of the app. For example, there is no function to search for others through your contacts.
What kind of videos are posted:
- Challenges Challenges - around a #Hashtag with a popular song, users are challenged to create and share a video.
- Duets - a feature in the app is that you can add yourself to someone else's video and sing a duet together.
- Cringe - videos that give the viewer a painful-awkward-yet-sensitive moment.
- Comment - you can post a comment on the video or create an overlay and let it play along with the original.
Current target audience TikTok
- Most users of the app are the so-called Gen Z (everyone born after 1997).
- Most users (500 million active) are Chinese, 40% of the users are in the rest of the world.
- The app is available in 154 countries, the largest markets are China, then US, Japan and India.
- The male to female ratio is 4: 6.
Is it a good idea to go on TikTok?
- If your current target group is on the app, then the answer to the question of whether you should go to TikTok with your brand is definitely yes.
- Als het onderdeel van je marketing strategie is om altijd als eerste ergens van op de hoogte te zijn.
- If you are able to create the content that belongs on the platform, namely short, humorous videos.
- If it fits your brand to be funny and trendy.
- If you have the time and money for it. A new platform always has risks and if you have little time and budget, you can create better content for the platforms where you run fewer risks.
At the moment, TikTok is mainly used for entertainment and for the users it is nothing but fun. But to grow, the app will have to target a larger audience and offer ways for e-commerce.
So there is a good chance that TikTok will continue to develop in 2020, not only in terms of features, but also in terms of content and target audience.
n addition to placing video content on your own account, what else could you do as a brand on TikTok in the current setup?
- Branded #Hashtag challenges lanceren
- Influencer Marketing
- Place Branded Stickers
Advertising on TikTok
Larger companies such as Nike and Disney quickly started advertising on TikTok and achieved great results. But because TikTok has set the minimum advertising budget at € 500.00, advertising for a small company is not always suitable on TikTok.
Maar als je er het budget voor hebt en jouw doelgroep is er, dan is het relatief eenvoudig om een advertentiecampagne te starten.
You have different advertising options:
- Brand Takeover - this advertisement is immediately visible when you open the app.
- In-Feed Ad – advertentie die of onderaan een TikTok video geplaatst wordt, of middenin de feed.
- Sponsored Hashtag Challenge – om gebruikers te stimuleren video’s te delen met jouw hashtag.
It is a small effort to create a free account for your brand on TikTok, so that you have at least registered your brand name. Always handy in case you want to post on TikTok if it is more popular. Never too late to get started!
Wil je TikTok opnemen in jouw online marketing strategy?
Then contact me now!