The Rise Of TikTok
If you hadn’t been paying attention to TikTok before, it’s probably caught your attention during the COVID-19 pandemic. People are at home more often, and tuned into media and using apps much more, which means parents are now getting on the TikTok bandwagon as well as kids. Previously the sole realm of tweenagers, TikTok has now emerged as a force to be reckoned with.
What is TikTok?
TikTok could be referred to as an online karaoke app, but it’s so much more. It’s known for its act-out memes backed by music and other sound clips, which get endlessly reproduced and remixed among users. Users create 15 second videos, often of them dancing, and add music. Duets are popular, as are group dances with one or more people doing the same moves. Sounds weird, right?
But spend a day in the (oddly addictive) TikTok feed, and you’ll find a whole world of video that doesn’t exist anywhere else on the web. Videos that are weird, sure — but also fun to watch.
TikTok’s large user base is due not only to growth in Western markets, but because of its traction in emerging markets like China and India.
Consequently, they ranked No. 4 worldwide across iOS and Android combined for the most-downloaded apps of 2018. On iOS, TikTok was the No. 1 most-downloaded app of the year, mainly thanks to China.
Advertising on TikTok
Some of this growth comes from ad spend, according to a report from Apptopia, which examined the app’s widened use of ad networks. When you launch TikTok, you may see a full-page splash screen ad of some kind, though the company has not officially launched ad products.
Of course the app also has it’s dark side. Users sharing racist and pornographic material and dark web material appearing on the platform are just some of the issues they face. However, TikTok does allow for more parental control than many other social media platforms.
For brand accounts, TikTok has recently enacted strict limits on the music and soundtracks that brands can access when producing content. The app advised that “verified businesses and organisations” will no longer be able to use mainstream music and popular songs. These songs are are frequently used for dance challenges and viral trends on the platform. TikTok said the change was implemented to help brands “further embrace the creativity and authenticity” of the platform.
For information about how to advertise on TikTok, check out this guide produced by Social Media Examiner.
TikTok is the new Internet, and it’s here to stay, so let’s embrace it!
Yours in digital,