It's clear. TikTok has become a global social media platform. It has gripped an entire generation of people that has and will continue to change the social media universe for the next several years.
It's also clear the platform skews heavily toward those 30 and younger, probably even 25 and younger. However, recent data from Pew Research indicates Baby Boomers aren't ones to sleep on with TikTok.
Pew Research (which can be found in a previous blog post here) shows nearly 20 percent of TikTok users are 50 and older. (On a side note, about 15 percent of the same age group are on Snapchat)
Now, don't get too excited just yet. Still a heavy majority of TikTok users are younger than 30 and if that's your target audience, TikTok is likely beneficial for you and/or your business. But, the Baby Boomers are a potential market worth keeping an eye on for future advertising opportunities.
New report details TikTok's takeover
A report produced in collaboration between AdWeek and Student Beans says TikTok, in 2020, was the year TikTok took control over an entire generation.
TikTok has challenged young minds to be creative, daring and humorous unlike anything we've ever seen on social media. On top of that, over the last several months, TikTok has worked on upgrading its platform to allow for e-commerce.
As proof, according to the report, the hashtag #TIkTokMadeMeBuyIt is widely popular and viral. The Student Beans survey of students ages 16-24 found that 55 percent of TikTok users had made a purchase after seeing a brand or product on the platform. Plus, 41 percent said they’d consider buying something directly off the app.
"TikTok is all about raw, unpolished, often humorous video," the report says. "No endlessly edited photos or Facetuning here. Gen Z’s preference for truth, authenticity and humor pervades."
One more thing to consider. The report added, "40 percent of people on TikTok don’t have Facebook accounts and 63 percent are not on Twitter."
How to excel on TikTok
The report says, "TikTok users are obsessed with challenges and one of the best ways to tap into the creator community and mentality is through a hashtag challenge."
A challenge can be anything you want it to be, but also should be within sound judgment regarding community guidelines. If you create a challenge, make sure you have a clearly defined and easy to access call to action.
To read the full AdWeek/Student Beans report, click here.
No comments:
Post a Comment