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The Questions You Need to Ask Before You Join TikTok

Note: This post is based on a webinar hosted by Jay Baer with our friends from Visit California and ICUC Social. You can watch it on-demand, too.

Perhaps you’ve been waiting for TikTok to fade out and run its course as the next “it” app. You expected it to go the way of Vine, Meerkat, and its predecessor, Musical.ly.

Being cautious of “the next big thing” is understandable for social media marketers who likely are already tapped with content strategies for Facebook Lives, tweet threads, Stories, and Snaps–but you may want to join TikTok now since isn’t going anywhere anytime soon.

Here’s why:

 

TikTok is Now the Most Downloaded App

Since its launch in 2018, TikTok has consistently ranked one of the most downloaded apps worldwide. In 2020, TikTok finally surpassed Facebook as the most downloaded app worldwide and in the United States.

While it has a reputation for being a “Gen Z” space, now 53% of TikTok users in America are 30 years or older, which is similar to how Twitter’s users align.

It’s not just the popularity of the app that is noteworthy. TikTok users spend more time on the platform each month than Facebook users do on Facebook. For TikTok’s users, the app is a primary source of both information and entertainment. It’s just as sticky, if not more sticky than Facebook is today. That’s quite remarkable.

 

Why Users Are Choosing to Join TikTok

TikTok bridges the gap between a social network and a television network. Serving up very short video clips in an endless stream, TikTok became a more social version of video streaming replacing other sources of entertainment including TV time.

Users are actively engaging with videos they see on feeds and the For You Page (FYP), a whopping 92% of users say they take action after watching videos on TikTok.

Impressively, a quarter of users buy or research products immediately after seeing TikTok videos–and that immediacy is something new for marketers who are used to the challenge of assigning attribution for social content.

TikTok users find ads on the platform are more attention-grabbing than other social networks and are more likely to engage or follow up as a result.

 

What Makes TikTok Different?

We can refer to TikTok as a social media kaleidoscope.

While it looks, feels, and acts as a social network, the user experience is meaningfully different from other social channels. The differences are what set TikTok apart, but those differences also pose challenges to social media content creators and brand marketers who must grasp an entirely different way to create and produce video content.

Brand accounts are permitted on TikTok but they work differently than an individual user. The content that is made and published for TikTok was entirely different when it originated than creating for other social networks (until Instagram copied it with Reels).

Engaging with fans happens, but differently. Measuring and tracking success on TikTok also looks different, too.

One of the biggest differences marketers must be aware of is reach. TikTok is based on an algorithm, but the TikTok algorithm itself is programmed differently than creators are traditionally used to.

Content is democratized in a way that Facebook, Twitter, and other channels have never created an opportunity for. On TikTok, this primarily happens on the FYP.

For creators, there is a real possibility for hyper-acceleration thanks to the algorithm and how it allows for viral impressions. Many TikTok users have a similar story of going from a few to thousands of followers literally overnight or with one video.

There are many niche communities that brands and creators can tap into to begin growing their presence.

 

How to Get Started on TikTok

Before you decide to join TikTok, your team should answer these 8 questions:

1.  Should your brand even be on TikTok?

Increasingly the answer is “yes” if you are looking for audiences that are A) more globally driven, B) not just Gen-Z, and C) resources for content creation and testing are available.

2.  How will you measure TikTok’s success?

TikTok views are auto-played and align to a more standard video impression. Other key metrics on the TikTok dashboard include retention, engagement, and followers. Pro tip: the desktop dashboard is far richer than on the mobile app.

3.  How much time and effort can you devote to TikTok management?

Consider what time you must spend to create, publish and engage in vertical video. Consistency is key to TikTok success, and that can be a heavy lift for marketers.

This chart shows four levels of content that Visit California has planned to include on their channel, ranked across a time commitment spectrum.

4.  What should your content strategy be on TikTok?

Boil it down to this — very cool video visualizations paired with strong audio choices. Because TikTok is such a unique channel, it absolutely requires dedicated content.

Repurposing Reels or other videos isn’t going to play for TikTok audiences. A robust content plan must include branded hashtags, branded effects, leveraging creators, experimentation, and testing.

5.  How often should you post on TikTok?

For creators, posting one to three times a day on TikTok isn’t just normal, it is expected. That lift is probably out of range for most brands getting started. It’s okay to ramp up from a few times a week to daily, but be sure to test how consistent posting affects success metrics.

6.  What should your community engagement approach be on TikTok?

No matter how often you are posting, daily engagement is key for staying current with trends and taking advantage of what’s hot–including hashtag challenges, branded effects, and viral music sounds. It’s best to have someone logging in every day to stay current with what’s happening.

7.  Should you use paid TikTok ads?

The first video that pops when the app opens is always a sponsored video called the top view. Sponsored ads also appear through the newsfeed.

Branded hashtags and branded effects are other ways brands can increase reach and engagement. Our recommendation is to get good and consistent at organic before boosting videos or layering in branded content.

8.  How often should you revisit your TikTok strategy?

Stay close to the strategy as a brand channel launches and content ramps up. Know that the channel is also evolving as quickly as the communities and creators themselves.

Sticking to a quarterly review is a good cadence to look at content pillars, micro-influencers, hashtags, and content choices.

Ready to Join TikTok?

No matter when you join TikTok and implement your branded TikTok strategy, give room to experiment and try new things. While this social network isn’t brand new anymore, it certainly is new and different to most social media marketers and creators. While that can be nerve-wracking, it’s also quite exciting.

The post The Questions You Need to Ask Before You Join TikTok appeared first on Content Marketing Consulting and Social Media Strategy.

Source: convinceandconvert.com

TikTok Statistics for 2020: Charts and Data

TikTok, the social media platform known for its brief, often dance-related videos, has taken the world by storm. People — younger demographics in particular — love the memorable clips that often feature familiar tunes and spontaneous dances. 

The sheer popularity of the platform proves that a less-is-more approach resonates with the platform’s users.

Companies that find the most success on TikTok frequently get straight to the point while taking lighthearted approaches.

TikTok also has branded channels for verified businesses.

The platform could function for you similarly to how YouTube does by giving viewers a single hub for watching all the content your company wants to promote.

Plus, even if you’re not familiar with TikTok videos yet, the app’s built-in creation tools make it easy to hit the ground running. You can alter a video’s speed and use filters to maximize the impact, for example.

Expanding your marketing plans to include TikTok is not a foolproof approach, however.

A recent study from Check Point Research revealed several security concerns associated with the platform — including that hackers could manipulate content someone posts to the platform and show a user’s details.

Some organizations and nations view TikTok as a threat, too.

The U.S. Army forbade its personnel from putting the app on their work devices after deeming it a “cyberthreat,” while countries, including India and Indonesia, banned the app.

Even if national leaders only block it temporarily, such a decision could understandably thwart the plans of a marketing company that intended to gain ground in a particular destination.

As a marketer, you may be in a position that many of your fellow marketers likely face. They wonder: Is TikTok a worthwhile platform for our business to explore?

 

12 TikTok Statistics for Marketing

These 12 TikTok statistics for marketing will give you some food for thought, making it easier to gauge whether or not to depend on it as a mechanism for meeting your goals.

42% of 13-16-Year-Olds Use TikTok

A September 2019 poll from Morning Consult revealed that 42% of 13-16-year-olds are TikTok users — approximately the same amount of people in that age group who use Facebook or Twitter.

If you’re trying to gain momentum with young teens, that statistic strongly suggests you should include TikTok in your social media marketing mix.

Image source: eMarketer 

42% of 13-16-year-olds use TikTokCLICK TO TWEET

 

74% of Marketers Do Not Plan to Invest in TikTok This Year

According to the 2020 Social Media Marketing Industry Report from Social Media Examiner, nearly three-quarters of marketers do not intend to use TikTok at all this year, but there are 16% who will ramp up their usage.

Also, 7% of marketers are planning to rely on TikTok the same amount as last year. Thus, the best approach may be to start small and scale up if the results warrant doing that.

Image Source: Social Media Examiner

74% of marketers do not plan to invest in TikTok this yearCLICK TO TWEET

 

TikTok Was the Second Most Downloaded App of 2019

Market penetration is likely one of the factors influencing your decision about a possible TikTok investment.

The good news is that data from SensorTower showed TikTok as the second most downloaded app of the year in 2019, suggesting plenty of people are interested in using the app.

Image Source: SensorTower

TikTok was the second most downloaded app of 2019CLICK TO TWEET

 

Users Spent More Than 68 Billion Hours on TikTok in 2019

The State of Mobile 2020 report from App Annie reported a 210% uptick — equal to more than 68 billion hours spent — on TikTok in 2019.

Thus, whether your focus is advertising on TikTok, content creation, or both, a positive trend is that people are eager to use TikTok and stay engaged with it for substantial periods.

 

People in More Than 150 Countries Can Download TikTok

According to Hootsuite, residents of more than 150 nations can use TikTok, and advertising on the platform could reach people who speak more than 75 languages.

Although some countries are initially resistant to the app, it bodes well for potential investment plans that TikTok is getting an increasingly commanding global reach.

This is especially useful for companies with international expansion aspirations.

 

TikTok Portrait Ads Offer up to Seven Times More Engagement

Internal research by Incipia found that portrait-oriented TikTok ads got seven times the engagement compared to landscape and square advertisements, demonstrating a compelling reason to carefully choose ad specifics.

Another thing to keep in mind as you explore whether to advertise on the platform is that other options — including rich messaging sent by e-commerce brands — are gaining momentum and may tie into your TikTok plans.

 

TikTok Got an Average Engagement Increase of More Than 27% Due to COVID-19

A company called Obviously, which specializes in social media influencer campaigns, measured an average increase of more than 27% between February and March 2020, attributed to more people trying to find entertainment and stay connected during the COVID-19 pandemic.

If the coronavirus stifled your marketing efforts, this statistic may be enough to make you see that TikTok investment could still pay off — no matter how long the crisis affects the world.

 

TikTok Has an Estimated 800 Million Monthly Active Users

Representatives from Wallaroo Media estimate that TikTok now has approximately 800 million people who actively use the application each month.

That’s crucial, because marketing campaigns can only succeed if TikTok sparks initial curiosity within your target audience, plus encourages them to use the app regularly.

This statistic confirms that TikTok has so far urged millions of users to take that action.

 

TikTok’s Adult Users Have Doubled Year Over Year

TikTok marketing statistics mentioned earlier in this roundup highlighted the popularity of the application among teens.

If you want to target grownups, however, research indicates that usage among adults doubled in overall year-over-year growth. You have a good chance of reaching a broader age group than you may have expected.

Image Source: MarketingCharts

315 Million First-Time Downloads in the First Quarter of 2020

Perhaps some people on your marketing team still feel uncertain about investing in TikTok because they think it’s a fad that will plunge in popularity before it gives you the desired return on investment (ROI).

You could point out that Statista measured the worldwide number of first-time downloads of the app from Q1 2017 through Q1 2020.

It found that the figure climbed significantly in the first quarter of 2020 — topping out at 315 million.

Image Source: Statista

Travel Videos Alone Earned More Than 1.7 Billion Views on TikTok

TikTok representatives learned that travel-related videos on the platform received more than 1.7 billion views, and more than 400,000 videos featured the #travel hashtag.

In response, the brand launched a campaign to encourage more users to share their favorite globetrotting moments.

Numerous tourism boards joined the initiative, and you may want to follow suit by offering TikTok travel content to keep people inspired and help them see new places from home.

 

The First Paid Ad to Hold the No. 1 Trending Hashtag on TikTok Received More Than 1 Billion Views

An aspect of advertising on TikTok that may appeal to you relates to the abundant opportunities to get people interested in what you sell by aligning your product with a challenge.

The cosmetics brand e.l.f. did that by creating the first TikTok paid ad featuring original music.

The results made the spot the first one of its kind to earn TikTok’s No. 1 trending hashtag, plus more than 1 billion people watched it while becoming interested in the #eyeslipsface challenge to win makeup.

 

TikTok Statistics to Guide Your Decision

This data about TikTok may make you feel differently about using the platform for marketing than you did before.

Perhaps the statistics covered here emphasized what you already suspected and made you determine there’s no time to waste in utilizing it.

Besides diving into the data covered here and thinking about how it applies to your overall work and future campaigns, don’t forget to take a more personalized approach in the decision-making process.

Do historical metrics indicate your audience responds well to short videos? Can you envision specific ways that your company could harness the power of TikTok to its advantage?

Pondering the possibilities will get you well-equipped to come to informed conclusions.

 

The post – TikTok Statistics for 2020: Charts and Data appeared first on Content Marketing Consulting and Social Media Strategy.

Source: convinceandconvert.com