A versatile platform in full growth
TikTok, “the social media application of the new dance trends” according to Generation Y, has shown us that nothing could be further from the truth than this description. TikTok has transformed, and continues to transform, into a multi-faceted application where more and more independent content creators are identified as influencers.
TikTok’s platform is poised to represent 20% of social media users’ shares by 2022, which is why it would be important to consider it in your marketing strategy if you haven’t already.
The growth of TikTok
In a world where young netizens prefer short audio and video content to longer formats and text, TikTok has become the paradigm for other social media giants. We have seen platforms such as Instagram attempt to “reclaim” and copy features such as vocal synthesis, “remix” options, and the audio tab.
According to Insider Intelligence, in terms of global user numbers, TikTok has overtaken Snapchat and Twitter to secure the third position as a social network behind Facebook and Instagram. Although we have seen its growth start to slow down (from 60% in 2020 to 40% in 2021), we can still expect a much higher increase in the number of users compared to the competition, which can result in a greater reach in your marketing strategy.
The most surprising thing is that TikTok surpassed Google in terms of internet traffic last year – no more, no less!
The popularity of TikTok shows us that users trust the word of mouth of short videos more than the traditional search engine Google. As for the challenge of fact-checks… TikTok already has some measures in place such as banners on unverified accounts and verification of reported content.
TikTok, a versatile platform
This year, TikTok went from being a simple trending platform in terms of beauty and dance to becoming a platform for educational content, small business advertising, shopping, mental health and disease awareness, talent discovery, job search, and study help, and now you can even use it to buy food.
This diversification is made possible by the app’s niche settings and unique algorithm. According to reports obtained by The New York Times, Generation Z users use an average of 233 TikToks per day. People aged 18 to 23 are not the only ones who spend that much time on the app: reports show that 48% of millennial moms use TikTok and spend an average of one hour a day.
Big brands have taken notice of this diversification of TikTok. Companies are moving from the “testing TikTok” phase to the phase of allocating a separate budget and developing specific campaigns for the app as part of their marketing and social media strategy. Visit their page where you will find lots of great information and practical advice about how to buy tiktok followers.
Ulta Beauty, in the United States, is an example of a major brand that has increased its budget on TikTok: it has directly seen an increase in sales of certain products that have simply been featured on TikTok or have gone viral. Its Senior Director in charge of media and content strategy, Christine White, analyzes: “TikTok is first and foremost about mood.
People use it for many different reasons: they’re looking to connect, they’re looking to laugh, they’re looking for feel-good stories, and they’re inadvertently looking to buy, whether they’re conscious of it or not,” so it should be a big draw for companies to integrate this platform into marketing strategies.