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TikTok, the king of content

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A huge phenomenon in the sub-culture, TikTok is challenging the most-used apps all over the world and reinventing content creation. Its online advertising platform will be available in Belgium in December 2021.

TikTok, formerly known as Musical.ly, first emerged in 2016. A mobile app designed for the creation of short videos, it enjoyed a certain amount of success among a very young audience in the first few years of its existence. Right from the get-go, TikTok marked itself out from the competition by positioning itself as an entertainment platform rather than one dedicated to lifestyle.

In March 2020, Covid-19 came along, and so too did lockdowns. TikTok is challenging the most widely used apps in the world, reinventing content creation and becoming a monument to the subculture. It has been the no. 1 most-downloaded app over the last few years, with over 2 billion downloads on the Apple Store and Google Play in 2020. The number of people logging in is skyrocketing. The people who used to say they would never sign up for it can no longer do without it. It is so easy to use that anyone can become a content creator in a matter of minutes. It’s happened: TikTok has found its way into every household. 

The king of content has arrived.

Good vibes, humour, self-care, coming-out, news stories, food, travel, dog lovers, creativity, make-up, politics…all these topics are covered in short one-minute videos (the ability to make 3-minute videos was recently added!). Youngsters and older people alike are getting in on the action: every generation feels like it’s catered for, and above all, everyone can enjoy it.  Often funny, sometimes eye-opening, it’s addictive above all else.

Its strength? Real life.

Farewell to the aestheticism that you get on Instagram, so long to the idyllic snaps on Pinterest: on TikTok, users show themselves as they really are, with no filter, no make-up, no lying.  What does that mean? Users can instantly identify with what they see on their screens. And while we’ve grown accustomed in recent years to watching videos with subtitles and no sound, TikTok puts the sound front and centre again, because what makes a great TikTok clip?  Matching the video with the sound perfectly.

In 2021, how can TikTok be useful in your digital marketing? 

Let’s take a look together at the app’s dizzying stats:

  • 800 million active users around the world.
  • 41% of TikTok users are aged between 16 and 24.
  • Users spend an average of 52 minutes per day on the app.
  • 90% of TikTok’s users log in to the app every day.
  • In less than 18 months, the number of adult users has increased by a factor of 5.5.
  • In 2018, an average of 1 billion videos were viewed every day.

Obviously, we aren’t suggesting that every business belongs on TikTok.  Like the other social media platforms, you need to analyse your goals so that you can join the network with optimum results, if doing so is justified.

“TikTok isn’t serious”: on the contrary, a presence on TikTok can highlight your approachable side and bring you closer to your target audience.

“TikTok isn’t for B2B”: TikTok can certainly be suitable for B2B communication. Not many businesses have dared to take the leap as of yet – make a name for yourself and steal a march on your competitors!

“TikTok’s just about having fun”: While the app has the aim of providing entertainment, it also the advantage of a captive audience. Your audience will be far more active and attentive when it’s watching TikTok content, rather than looking at a newsfeed on Facebook or Instagram, where all the posts always look similar.

Our best tips for getting started on TikTok:

  • TikTok doesn’t like content that’s been reposted from other apps. Content for TikTok should be uniquely for this app. You can’t go posting Instagram or Facebook videos on TikTok.
  • TikTok ❤️ B2B. Thanks to the search engine which operates using the hashtag #, your video can quickly be found by users making specific searches on the app.
  • Above all, TikTok wants people to use its platform. Do you want your video to be promoted? Create your video in the app from the first step to the last, and its indexing will be better. Forget about photoshopped collages: TikTok wants stuff that’s real, spontaneous, imperfect, on its own app.
  • Let’s end with TikTok’s slogan: Don’t make ads. Make TikToks.

The advertising platform is here: TikTok for Business

And if you still need a little bit of convincing? The biggest professional network in the world, Linkedin, is launching on TikTok with an organic campaign featuring the hashtag #colleagues. Linkedin is investing in this new communication space for a new and modern look at workplace culture.

Are you tempted to go on a TikTok adventure? Do you have an e-shop or brand to promote? Let’s have a chat over a pizza…or a coffee.

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