Tiktok has blown up over the last few years and has been owed to the success of many brands, helping them gain leverage in an increasingly digital world. But how did this happen exactly? Read on to find out more.
Tiktok is a video sharing and live streaming app, which was founded in 2012 by the Chinese multinational tech company Bytedance. Tiktok is a free app that is available on Android and iOS devices. It has been reported that 1 billion users actively use it every month, making it one of the most popular social media apps in the world.
Its popularity has grown so much that it has attracted brands like Disney, Coca-Cola and McDonald’s who are leveraging the platform to engage with customers in a new and refreshing way. The app has become one of the most popular social platforms for brands to reach young audiences who are looking for entertaining content and want to be part of something bigger than themselves.
How did Tiktok become the modern colossus that it is today? In this article we will break down the roots of the app’s success and why its popularity persists to this day.
This social media phenomenon has taken the internet by storm and has seen incredible success since its international launch in 2017. It started with an annual userbase of 65 million and has now exploded to a massive 1 billion userbase in 2021. Since then, Tiktok has snowballed into the most popular app in 2020 and has generated an estimated $4.6 billion (£3.7 bn) in 2021 — this has shown a 142% increase year on year.
In China, Tiktok is accessed by over 600 million users daily. However, its popularity isn’t exclusive to just China. In 2021, there were a reported 105 million monthly active users in North America, 98 million in Europe and 64 million in Latin America (LATAM). The world’s infectious obsession with this app became such a concern that it has been banned in both Pakistan and India.
Tiktok had 1.2 billion monthly active users in the last quarter of 2021 and is expected to reach 1.5 billion by the end of 2022.
It’s no secret that Tiktok’s popularity exploded because of the pandemic. With the whole world restricted to their rooms, it became a quintessential form of connection for many. At a time when everyone was particularly vulnerable to loneliness and isolation, Tiktok came down as a saving grace for every niche imaginable — from fitness to food, to books, to video games. Reinforcing a sense of unison, the app helped many maintain their normal routine and interests in the face of a crippling lockdown.
Brands have taken notice and are using TikTok to create fun content for their audiences, but they’re also using it as a way to build brand awareness and sell products.
The app’s simplicity is the key to its fame, Tiktok itself is straightforward to use. Users can easily create short videos with pre-set filters and effects or use the platform to lip-sync music or dance along to popular songs. These videos are then viewed by other users who can ‘like’ them or comment on them. This makes it easy for anyone to participate in the fun, which means brands can easily reach their target audience by creating content that resonates with them.
However, what makes TikTok so special is the fact that it’s a social network that’s completely visual. People use it to share their lives with the world; they create short videos of themselves doing all sorts of things — everything from singing, dancing and playing music to doing makeup or cooking food. Some people even use it as a way to connect with others in their local area. It is a social media platform that is perceived as authentic and genuine to many, allowing them to express their true selves online as well as keep up-to-date with the latest trends.
TikTok has become the ultimate marketing tool for brands because of its massive audience base and its ability to drive engagement. On the other hand, it has its catches and is intuitive to your brand’s goals and directions.
While we’ve addressed the appeal of Tiktok and how it can benefit your business, there may be other social media platforms that would be better at unlocking the maximum potential of your brand and elevating it to the next level.
To find out more, make sure to attend The Breakfast Club’s talk on ‘Tiktok Vs. Instagram, What’s Better for My Brand?’ that will be presented by keynote speaker Dheeram Vadgama, the Managing Director at Gloss. To guarantee your spot, make sure to purchase your tickets online here.