Is TikTok the future for brands?

By now you should be familiar with TikTok, you know the app we all became obsessed with during the pandemic in lockdown. Keeping us all thoroughly entertained, TikTok has shown us how it is a very useful social media platform. Just in case you have never heard of TikTok, it is a social media platform which was formerly known as Musical.ly, a karaoke app predominantly for teenagers and young people to create videos of themselves miming to their favourite music tracks. The largest group on TikTok are people aged between 16 and 24 who make up 41% of the total user-base. But is TikTok the future for brands?

TikTok is now the place to go for whatever content you’re after. Whether it’s cleaning content, fashion hauls, beauty tutorials, restaurant reviews or even just witty content, TikTok has it all. With how engaging the platform is and constantly throwing different creators at you, this is very useful for those that are always on the hunt for new talent. But what is it about TikTok that makes it so much more engaging?

Video is the future?

Research shows that if you have not fully engaged your audience after the first 30 seconds, you’ve likely lost 33% of your viewers, and after one minute, 45% of viewers have stopped watching. TikTok expanded its max video length in July 2021. Once limited to 60 seconds, videos can now be anywhere between 5 seconds to 3 minutes long. However, videos with a duration of 9 to 15 seconds tend to perform best. In short, the more entertaining and shorter the video, the more likely it will have great engagement with the audience.

With the latest news of TikTok passing YouTube for average watch time in the UK and US, according to app monitoring firm App Annie, the average time per user spent on the apps is higher for TikTok, indicating high levels of engagement. However, YouTube remains at the top for overall time spent on apps not per user as TikTok has fewer users than YouTube. 

As video content on social media acquires more exposure and engagement, TikTok most definitely does this best with the following stats;

  • 52% of users say they find new products from ads on TikTok. 
  • 61% of users feel that advertising on TikTok is unique from top social and video platforms.
  • 88% of TikTokers love discovering new content while using the app.

Campaigns

More recently, brands have seen how effective promoting on TikTok has been. It is most definitely a must-have advertising platform for your business. Video content is a powerful sales tool as it allows brands to showcase their products in a unique way which can’t be conveyed in still-images. Unlike other social media platforms, you don’t want to come across as overly salesy on TikTok as this content does not perform very well. Going back to the point of creating entertaining content, this is the best route for brands to take as using recogniseable, funny and relatable TikTokers whose followers match your target audience. This tends to work well with promoting a brand on their page especially when the collaboration is authentic.

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What are your thoughts, do you think TikTok is the future, do you see it taking over in influencer marketing or do you prefer YouTube to take in content?

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