TikTok emerged in China in 2016, in 2017 it began its globalization and in 2018 it merged with a similar application called musical.ly. It was the first independent app to Facebook, to get 3,000 million downloads around the world. In 2021 it exceeded 1,000 million active users per month. Data from Hubspot (inbound marketing platform) indicate that users of TikTok On a global scale, they spend an average of one and a half hours a day on it.
TikTok is the third largest social network behind Facebook and Instagram. It has offices in Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul and Tokyo.
What is TikTok?
It is the social network of short videos, recorded with mobile phones (vertical format). Its first users were teenagers, but over time, it has concentrated a more heterogeneous group of public. And for digital marketing purposes, it is a means of communication that can be interesting for brands because it allows them to connect with audiences of different ages and with their target audience.
The main feature of TikTok about Youtube, is that the person does not have to choose the videos to watch. It is the algorithm itself that suggests what to look at. And as you use the platform more, machine learning will present you with videos more in line with your interests. Another difference with Youtube the thing is TikTok it cannot be transmitted on televisions (smart TV), it can only be used on cell phones and computers.
How to Leverage TitkTok for Business Purposes?
The tool of this social network for digital marketing purposes is called TikTok for Business. The first step is to create a profile, using an email and password. However, currently in Mexico and most of Latin America, except Brazil, TikTok does not allow advertising interspersed with the videos, as we do see it in Youtube and other social networks. In other words, for our country, there are two ways to promote brands in TikTok:
- Through the use of influencers, who already have their own community. In TikTok It is very common to see them talking about restaurants, bars, hotels, products and others.
- Open a profile of the brand itself and constantly upload video content. There you can show the characteristics of a product, facilities, organize contests or whatever the brand requires. Using hashtags is helpful and most importantly the video looks natural.
These are some data from the user profile of TikTok globally, according to Hubspot:
- 49% are women, 51% are men.
- 47% are under 30 years old.
- They are located in 141 countries.
The user of TiktTok Mexican, based on data from Comscore (audience measurement company) has the following characteristics:
- 53% are women.
- 47% are men.
- Most of them are in the age range of 15 to 25 years.
Via TikTok It is possible to achieve marketing objectives such as launching products or services and brand recognition. Among the metrics to watch are: Views, Followers, Profile Views, Views From TikTok towards a website and engagement (like, share, comment).
kg