Projections by mobile data and analytics firm App Annie estimates the short-form video app will surpass the 1 billion monthly active user mark at some point in 2021 and will continue to grow. Not bad for a company that launched in 2016, but wasn't launched globally until 2017. It was the most downloaded app in 2020.
As the platform continues to blossom and, in many ways, set the new standards across several areas of social media, work is being done to understand the app's place in marketing.
But, like with all social media platforms, TikTok is not for everybody.
Consider these things before committing to TikTok:
- Who are you trying to reach?
- Who is your target audience?
- Do you have a sellable business, product or service?
- Can you develop the content TikTok is designed for?
Let's look at each of those above questions.
Research and data suggests the audience on TikTok is heavily skewed toward those born after 1990, i.e. 30 and younger or thereabouts.
So, if your business, product or service is for those 35 and older, TikTok won't be a useful tool for you. You'd be wasting time, money and resources.
TikTok thrives on short-form video (15-60 seconds). It's possible to use stills in the app, but generates far less engagement. Video is the primary focus and intent with TikTok. If you don't plan to use video, don't use TikTok. One nice thing about TikTok is over the last several months its created a "Creator Portal" that offers tutorials on how to shoot, edit and post video.
Use of hashtags are extremely important. Like Instagram, it's the main way people find content on TikTok. The common hashtags are #fyp or #foryourpage (for your page, which is the newsfeed on TikTok). The algorithm for the TikTok newsfeed is based off your browsing and engagement history. So if someone posts a video with a #fyp hashtag and you've watched that person's video or something akin to it, that'll be your newsfeed or your #fyp newsfeed.
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