We have finally reached our last "Marketing with ________" chapter, and I could not be more excited! It was starting to feel very repetitive writing each blog post about the chapters because they were all very similar in nature and had the same sections.
Chapter 11 is about marketing with TikTok. TikTok is still a relatively new platform, gaining most of its traction in 2020 when everyone was at home during the heavy quarantine portion of COVID-19. On TikTok, users can create a variety of short videos that last 15 seconds to one minute. In January 2021, TikTok reported 689 million monthly users worldwide, which ranks them seventh among all social media platforms. Believe it or not, this ranking is above that of Snapchat, Pinterest, and Twitter.
By the numbers, 69 percent of TikTok users in the United States are between 13 and 24 years old, users spend an average of 52 minutes on the app every day, more than one billion videos are viewed every day in the past year, and the app has been downloaded over two billion times.
Marketing on TikTok is still in its infancy, however, it seems to be growing every day. As of now, there are over 1,000 major brands on TikTok trying to grow their businesses. On average, businesses are receiving 200,000 views per post and a nine percent engagement rate, which is well above what is received on other platforms. The text states that most marketers believe that you will only increase your exposure to teens on the app, but in reality, the large growth of the app is attracting audiences of all ages.
Unlike other social media platforms, the algorithm TikTok uses does not give preference to accounts with the most followers, likes, or views, giving any video a fighting chance to go viral. Instead, TikTok shows users videos on their "For You Feed" based on their interactions with other videos, information in the video such as the sound attached or hashtags used, and the device and account settings so that the videos shown are in the right language.
When creating content for TikTok, you want to be sure that the first few moments of your video are engaging, you have a dynamic caption, use branded and trending hashtags, and take advantage of the vast music and sound library. You also will want to engage with other users on the app, by being quick to notice viral videos and commenting on them. And finally, you should be sure to create different types of content. You don't want to continuously promote your product, TikTok is a great place to show the personality of your brand or business, so make sure to participate in trends and challenges and post some funny memes every once in a while, too!
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