In the first quarter of this year, TikTok achieved 315 million downloads – the best an app has ever performed. This was largely a consequence of the pandemic, with more people turning to social for entertainment, and finding the time to create their own content. The app currently has 800 million active users worldwide, and is a much younger platform than others in terms of its demographic. However, older generations are gradually discovering and engaging with the platform, and whilst, 41% of current users are between the ages of 16 and 24, TikTok is likely to continue ageing up.
If your brand isn’t on TikTok, it should be. There’s so much opportunity for growth, and organic reach on the platform is staggeringly high if the content is right. The average time spent on the app daily is 52 minutes, so we know that users pay attention to the content they are watching and are engaged.
It’s best to approach the platform with a completely different mindset to Facebook or Instagram. For example, all the content needs to be raw and organic, high quality doesn’t always work. For inspiration take a look at Chipotle, Gymshark and Pretty Little Thing. And, whilst it may seem like a consumer-only app, more and more B2B brands are moving into the space, and finding real success.
Recently we did a webinar all about TikTok. To find out more about the platform and how to start using it go check it out!