TikTok is a mobile application that allows its users to record a short video clip (usually of themselves). Music is played in the background and the creator has to act like the music, i.e. sing in playback. Filters are also applicable to make the video more attractive. It is possible to record up to 15 seconds of video. This is similar to the concept of the "Vine" platform, where videos were only 7 seconds long!

A dazzling success

TikTok has been downloaded 660 million times in 2018, making it the most popular app on the App Store and the fourth most popular on Google Play. In October 2018, it was the most downloaded app in both the Apple and Google stores, surpassing YouTube, Facebook and Instagram worldwide.

Over 500 million people use TikTok every month! The application has largely exploded the counter only a few months after its release.

It is also important to note that an average TikTok user uses the application for 52 minutes a day. TikTok is therefore becoming an important part of users' daily lives.

Interaction with TikTok

TikTok is an application that is mainly used for fun and to make others laugh. These short videos allow you to interact with your subscribers and earn more and more. It is possible to comment on the videos but also to make "collabs" with other creators thanks to new features.

A target audience

TikTok is widely used by people aged 16-24. This age group represents 41% of the total number of users. Unfortunately, the social network did not publish much more about its users.

This is why we recommend using TikTok for influencer marketing if your audience is young.

There is no doubt that older people will soon start to use this service, but your marketing resources will probably be better used elsewhere if you target this audience.

Viral content

TikTok users are essentially based on the "meme" culture, i.e. a phenomenon that is used and taken up on a very large scale on the Internet. The content that can be viewed therefore follows very specific fashions and codes. While some of these fads are only ephemeral and last only a few days, others can remain relevant for several months.

That's why TikTok is a great way to get a brand out there. If a brand can create a real concept, then there is a good chance that this content will go viral and be shared and reposted hundreds or thousands of times.

The impact of TikTok is not the same on children or teenagers as on older people. The application is aimed more at children, but the average age of users is still rising. For younger people, TikTok (or any other application of the same kind) replaces television, which is too "old-fashioned" for them. This is why it is necessary to adapt to these changes and to know how to use them.