Unless you’ve been living under a rock (and, if so, more power to you – especially this year!), you know of and may even be using the most popular social media platform: TikTok. While a ban from the United States government may change that in the near future, we still think it’s worth discussing (as we did most recently on the Sip, Create, Repeat podcast) why this phenomenon needs to be a part of your social media marketing plan.
A Third of the U.S. Population
TikTok has 100 million users in the United States – yes, you read that right: 100 million. For the records, that equals one-third of the population of the United States.
To put that into some perspective, Instagram has 107 million and the platform is older and is more established. That alone tells you TikTok’s adoption rate reached Instagram’s level in a much shorter amount of time. With that sort of volume, there’s no chance it’s going anywhere fast.
Gen Z is Here (& Is Ready To Spend Their Money)
There are A LOT of young people using the app. Some may think, “well, what can a 13 to 18 year old do for my business or for my brand?” You’d be surprised. For example: the biggest superstar, Charli D’Amelio (@charlidamelio) is in commercials for Hollister, was at the NBA All Star Game this year and has a deal with Dunkin Donuts – she even has her own drink. That younger age demographic is one of the hardest to engage and catch their attention – when they latch onto something, it’s huge.
But the key thing to remember is the main social media platforms that we think of today – Facebook, Instagram, Twitter and Pinterest – had large foundations of young people to carry them through the ups and downs. Remember: Facebook started with college students – you had to have a .edu email address to register for an Facebook account in the early days. Facebook built a foundation with that demographic and then they opened it up to more once it had its base.
In our (heavily Millennial biased) opinion, Instagram started off very hipster. In the early years, users would add filters to photos which inspired a creative group of younger generations that adopted it and absolutely loved it. That is what set the base for their success and TikTok is growing in a very similar fashion.
It’s a Creator’s Play House
TikTok has provided many tools that have allowed users to easily make creative content while having fun in the process. One is the way the platform integrated music, capitalizing on how a popular, catchy song can trend and create superstars out of those songs’ artists. Then, TikTok combined those music features with the ability to add transitions, filters and overlays – the same ones that users love on Instagram and Snapchat. It’s combined a lot to a lot of success.
More Video Please
Video content is being consumed at a higher rate than ever. What better than the use of a video based platform to capitalize on that?
TikTok allows you to upload photos to create slideshows featuring a mix of photos and videos. But when it first started, it was all video. The TikTok content creators that have succeeded the most are 1) the ones most comfortable on video, and 2) the ones with a real comfort in editing those videos. Whether it’s being goofy or serious, or talking about a specific topic or trend that is big right now, video content is where it’s at. And so what better time to put your eggs into that video content basket than via a platform that has a hundred million users before it’s really even gained a lot of steam?
That is why the Duo team hopes you are using TikTok and loving it – because we don’t think it’s going anywhere any time soon. (Fingers crossed, at least!) Disagree with us? Let us know!
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