In 5 years, since September 2016. till today, TikTok has reached incredible numbers which makes it one of the fastest-growing social media networks ever, with more than a billion active users on a monthly level. TikTok app reached 3 billion downloads in only 4 years and one-third of the overall internet population. Just for comparison’s sake, Facebook and Instagram needed almost 10 years for similar results. Also, TikTok is the app users spend 10 minutes per session on average.
These stats look more impressive if we know over 60% of users have less than 30 years, which leads to the conclusion this network is most popular among the young population. Based on the studies, each 2nd Generation Z member in Serbia has a TikTok account.
What makes TikTok so popular?
First of all, content, but also the overall user experience, starting with the algorithm.
It seems the algorithm of this network knows us better than other social media networks. It learns faster our preferences based on our behavior and offers us the most relevant content accordingly. At the same time, this algorithm has a huge organic reach. You can easily reach a million views on this network. The users are aware of that fact so they fight for their own 5 minutes of popularity.
Unlike the competition, TikTok has great tools for creating and video editing. The app offers to crop the images, add text, filters, green screen. These functionalities enable TikTok users to create unique and dynamic content. Users can easily transform from observers to creators.
Various trends and challenges have viral potential, people respond to them in the hope to become more visible. Also, TikTok created a huge number of influencers in a very short time, so the young population recognizes TikTok as a platform where they can almost effortlessly breakthrough, and this fact increases their motivation to create and share the content.
How do brands fit in TikTok?
Unlike users, brands are not so courageous to show themselves. The number of them willing to start communication on this network is increasingly growing, at least when it comes to our market. Though TikTok attracts the attention of marketers for years, its full potential is insufficiently used. only the rare ones managed to build a communication strategy in accordance with the brand identity on the one hand and TikTok identity on the other hand. Majority of a promotional content stroll around from one trend to another without a clear strategic idea. it seems that cooperation with relevant influencers is the safest and most productive way.
What makes TikTok so difficult for brands?
Because it’s so alluring to its users.
TikTok trends change on a weekly, even daily level, so it is important to be agile and react in time. On the other hand, brands are planning their communication on a long-term basis, they make plans on a monthly basis, which means it is impossible to stay irrelevant in this dynamic surrounding.
TikTok offers a huge organic reach, but it also requires constant activity, similar to what Facebook previously did. This network prefers posting on a daily level, even more times per day. In other words, this means we need at least 30 video posts on a monthly basis. It’s a serious production undertaking.
This network is dynamic. Most trends are based on people busy working on something. Photoshop or similar cannot help in this case. It is difficult to put a product in focus. Community managers are great with words and emojis, but not as good in front of cameras.
Facebook used us to get how much we invest. With Facebook and Instagram, we are safe. A striking visual, fun copy and €20 can guarantee success. TikTok has not enabled yet a paid promotion for our market. When it happens, brands will finally get TikTok stats they can boast with. But we are afraid these would be stats only.
What can we expect in the future?
TikTok is certainly not a temporary trend, it’s a growing network. The growth will continue for sure, the demographic structure of the users will diversify, and this way cover more target groups. In other words, more brands will feel a need to join. We can expect high budgets, detailed strategies, strong creative efforts, and a fun period for digital marketing. The clock is already ticking. TikTok.
