Can you name the top five influencers in the nation today? Chances are your audience can. And if you want to solidify your marketing efforts to the estimated 80 million monthly active U.S. users of TikTok, you will too.
TikTok is one of the fastest-growing social apps to hit the planet. And it’s grown way beyond Gen Z dance challenges and tutorials. The social giant has become a go-to source for everything from travel inspiration and hotel recommendations to event halls to celebrate your wedding day.
The social giant is available in over 150 countries, has over 1 billion active global users and has been downloaded over 210 million times in the United States alone. It’s no wonder this media sensation is a marketer’s dream for anyone between the ages of 13 and 60.
In fact, it could even be more important for brands to have an active presence on TikTok than any other form of social media today. That’s because the app known initially for viral dances and lip-synching videos holds the remarkable potential to skyrocket sales and generate awareness for your business, product or destination literally every minute of every single day.
The Stats Speak
Consider this: Of the estimated 80 million U.S. monthly active users of the platform, 60% are female, and 40% are male. 26% are between the ages of 25-44, and 80% are between 16-34 years of age.
According to data supplied by TikTok, 60% of their users fall into the Gen Z category between the ages of 16-24. Regarded as today’s undisputed trendsetters, Gen Z is expected to account for 74 million people in the U.S. next year, which would make it the largest generation of all.
TikTok also reports that 1 in 2 Gen Z TikTok users are likely to buy something while using the app, 81% of users rely on the platform to discover new products and brands, and TikTok video ads provide up to six times more screen space than banners. While the app is based on younger generations bringing attention to their social media accounts, companies and destinations are now grasping the concept that TikTok marketing can bring attention to them too.
Keeping it Simple
TikTok’s algorithm contains a combination of factors, but the goal is simple: introduce a user to content they are interested in based on content they have previously engaged in. From this perspective, the app does most of the targeting for you. If your content aligns with that of a user’s previously watched videos, voilà – you have an audience very likely to be interested. Now, show them all the reasons why they should vacation at your villa, try your restaurant or buy your hair conditioner.
Part of the allure of TikTok to marketers is its simplicity. Short, bite-sized video clips, in many cases aided by influencers, do the heavy lifting and grab your audience’s attention through humor, interesting storytelling and reviews from gorgeous locales. The truth is anyone can create on TikTok in just a few taps, and a single video can reach (and influence) millions. And now, the time allotted to promote your brand is longer than ever.
A Timely Endeavor
Users of the app were once limited to sixty-second videos. In July 2021, the video length was increased to three minutes, then increased again in 2022. With this latest increase, users now have the option to upload videos up to ten minutes in length. Whether you’re a small business owner, CMO of a large company or part of an agency, these added extra minutes can be an absolute powerhouse when it comes to driving focus to your brand.
While large brands with big-time budgets have the luxury of partnering with a proven influencer, smaller brands can see the positives of TikTok marketing as well. A popular option for those with a limited budget includes seeking out micro-influencers. With a following of 50K to 150K followers on TikTok, micro-influencers boast a dedicated following and high engagement that is effective yet more affordable than contracting with major influencers, which are classified as having more than 750K TikTok followers.
Social media has changed the ad landscape of today immensely. TikTok has proven to be a platform where trends are created and cultivated every minute. Anyone who has opened TikTok with the intent to watch a video or two only to emerge twenty videos later will tell you that it is undoubtedly one of today’s most engaging social media apps. And it doesn’t look like this will change any time soon. TikTok marketing is expected to remain an integral component of social media strategies for years (and years) to come. Just ask your favorite influencer.
A dynamic leader in travel and tourism marketing, Dana Communications has successfully steered numerous world-class lifestyle and travel brands through insightful, results-driven marketing solutions that include comprehensive social media plans. For more exciting ways to connect with your audience and surpass your goals, contact Lynn Kaniper at lkaniper@danacommunications.com.
