Are you planning to refresh your social media strategy in 2020? Why not try marketing on TikTok?
What is TikTok?
TikTok is a video-based social media app that describes itself as “the destination for short-form mobile videos”. Users make and share vertical videos of up to 15 seconds. Users can engage with each other through “response” videos or through “duets” (i.e. in which you duplicate a video and add yourself alongside). The app boasts a large library of sound effects and music which users can use to soundtrack lip-synching videos, challenges and jokes. Users can also discover new video content by scrolling up and down, like a feed.
6 TikTok Statistics to Know in 2020
- TikTok has now been downloaded over a billion times.
- Between 2017-2018, TikTok experienced a year-over-year increase of 395%.
- In September 2018, TikTok surpassed Facebook, Instagram, YouTube, and Snapchat in monthly installs.
- In China, TikTok has more than 300+ million monthly active users.
- In the US, TikTok has 26 million monthly active users.
- TikTok’s parent company, ByteDance, has been valued at over $75 billion and is now the world’s most valuable startup.
Who Uses TikTok?
TikTok is currently available in 154 markets and in 75 languages. The audience is primarily made up of teenagers and young adults – with 41% of the user base aged between 16 -24. It is also female-dominated; around 2/3’s of users and content creators are female.
Should Your Brand Be Marketing on TikTok in 2020?
TikTok video marketing campaigns are ideal for brands that primarily target Gen Z. It is particularly suited to trend-setting brands who want to be on the cutting edge of social media. TikTok also offers a cost-effective option for influencer marketing as its relative newness to the market means that influencer partnerships tend to be far less expensive.
Can You Advertise on TikTok?
“TikTok isn’t starting from the same base as other new players in the social landscape, it already has an ad infrastructure and plan. That is based on the Chinese market, which is, of course, very different, but the app’s starting from an advanced position, which could see it capitalize on its revenue opportunities faster.”
– Andrew Hutchinson, Social Media Today
Major brands can also arrange “takeover” ads which cost between $50,000 – $100,000, or a 6-day branded hashtag challenge for $150,000. Adweek reports that TikTok is currently developing a self-serve biddable ad platform that could become available in summer 2019.
TikTok started testing native video ads in 2019 with the food-delivery company, Grub Hub. In 2019, TikTok launched their first shoppable in-feed video ads as part of a campaign with the fashion brand, Hollister.
Examples of Successful Marketing Campaigns on TikTok
GUESS
@ourfire Don’t you wish getting ready was this easy? 😂❤️🔥 #inmydenim #sponsored guess
♬ #inmydenim I’m a Mess – Bebe Rexha
In 2018, Guess launched a branded hashtag challenge, #InMyDenim, on TikTok. This was the first ever fashion takeover and involved influencer accounts. Edward Park, SVP of Retail & Digital at GUESS, commented on the campaign:
“Discovery and innovation are part of GUESS’ DNA. We are excited to be the first major global brand to partner with TikTok in a truly organic and innovative way. These digital natives’ tastes and desires govern the future of social media and culture. A cluttered brand space demands unique, engaging content and integrated participation. Our partnership with TikTok is an exciting evolution within our digital marketing strategy.”
JIMMY FALLON
@fallontonightJimmy takes the #TumbleweedChallenge! Show us your best tumbleweed!♬ #TumbleweedChallenge – The Tonight Show with Jimmy Fallon
In November 2018, the talk show host promoted the app with a “Tumbleweed Challenge”. As of February 2019, videos tagged with the #tumbleweedchallenge amassed over 26 million views. The show’s Director of Digital, Julie Harrison-Harney, commented on the campaign:
“We’re looking for things that really engage people, and TikTok is a place where you can let your creativity shine. It has that short-form, mobile energy.”
