TikTok is a mobile application that allows its users to record a short video clip (usually of itself). A music is played in the background and the creator must act like this music and thus sing in playback. Filters are also applicable to make the video more appealing. It is possible to record up to 15 seconds of video. This is close to the concept of the platform « Vine » whose videos lasted only 7 seconds!

A dazzling success

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

More than 500 million people use TikTok every month! The app largely blew up the meter only a few months after its release.

It is also important to note that a typical TikTok user uses the app on average 52 minutes a day. TikTok therefore takes an important place in the daily lives of users.

The interaction with TikTok

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

A target audience

TikTok is widely used by people aged 16 to 24 years. This age group represents 41% of the total number of users. Unfortunately, the social network has not released much more compared to its users.

That’s why we recommend using TikTok for influence marketing if your audience is young.

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

Viral content

The users of TikTok are essentially based on the culture of the « meme », ie a phenomenon that is used and taken up on a very large scale on the Internet. The content that can be viewed follows very specific modes and codes. When some of these modes are only ephemeral and last only a few days, others may remain relevant for several months.

That’s why TikTok is a great way to make a brand known. If it manages to create a real concept, then it is likely that this content becomes viral and is shared and taken over hundreds or even thousands of times.

The impact of TikTok is not the same on children or adolescents as on older people. The application is more for children, but the average age of users continues to increase. For the youngest, TikTok (or any other application of the same kind) replaces television, too « old game » for them. This is why it is necessary to adapt to these changes and to know how to use them.