TikTok owned by ByteDance is one of the most popular social media apps today, especially among youngsters. Even after some hiccups in between the social video app is now telling the Economic Times that it has 200 million users in the country, of which 120 million are active every month.
TikTok statistics for marketing geeks:
- TikTok is the most downloaded app in the fourth quarter of 2018 surpassing the likes of Facebook, Instagram, YouTube, and Snapchat. TikTok was downloaded more than 660M times in 2018.
- TikTok’s user base is largely based in India at 43% of all users.
- 80% of TikTok’s sessions are on Android devices. TikTok is for famous among Android users than iOS
- The majority of TikTok’s users are young social media users; 66% of worldwide users are under the age of 30.
- TikTok, users spend an average of 52 minutes per day on the app.
TikTok User Demographic
If I have to sum up this section in one line it would be “TikTok is what Gen Z is on.” It is mostly used by people between the age group of 16 and 24. The age group of 16-24 makes up 41% of the total user-base. Also, a big chunk of remaining users are under 30 years of age. So, the bottom line here is:
We recommend using TikTok for marketing if you have a young audience.
So now that you know whom you can reach on TikTok. Let us dive into different marketing techniques you can adopt on Marketing.
Marketing on TikTok
While a clear defined paid advertising model is still in the budding stage, for now, this is how you can market your stuff on TikTok:
- Influencer Marketing
- The Hashtag Challenge
- Brand Takeover
- In feed native video
Let’s have a deeper look into each one them:
Influencer post is right now the most popular form of marketing on TikTok. We all know what is Influencer Marketing, so I will not bother you with the details here. All in all, if your product suits an influencer’s audience, your TikTok influencer campaign should succeed. In most cases, you should leave it to the influencers to create the content – they know what their followers like. Brands can also make their own channels on TikTok for further distribution of the video.
The Hashtag Challenge
The Hashtag Challenges are a primary feature of TikTok’s community. Users on TikTok like taking up a challenge thrown to them and making and uploading videos accordingly.
How to start a Hashtag Challenge:
The hashtag challenges on TikTok by given by using # with your challenge name. For example #ChallengeName. The # made them easy to find on the platform.
The most famous Hashtag challenge on TikTok was given by famous US tv celebrity, Jimmy Fallon. His #tumbleweedchallenge led to over 8,000 submissions and more than 10.4 million engagements.
Now you might be wondering what is #tumbleweedchallenge. Just have a look.
Marketers can also encourage hashtag challenges on TikTok. Unless the brand you are working for has an audience of its own on Titok, you will probably do best to work with influencers to kickstart your #hashtag challenge. Once a #hashtag challenge is launched it is easy for people to participate with just a few clicks.
Brand takeover ads come under TikTok advertising. In this category, you can use images, GIFs and videos for your ads. The embedded links can be connected to websites landing pages or challenges and hashtags within the platform. The brand takeovers are exclusive to one brand every day. This category offers impressions, unique reach, and clicks.
In Feed Native video
In-feed native video ads are auto-playing full-screen ads that show up within user-generated content. These ads will link the users to a landing page, hashtag challenge page, or to an app store. This is one of the most effective ways to advertise on TikTok as most of the users are just there to watch all those entertaining videos, and if you add in your ad within the user-generated content then there are pretty high chances of increasing the reach of your promotion. The ad will run up to 15 seconds that might be followed by a link or a hashtag or call to action depending on how you’ve set up the ad.
These video ads will always open in full screen, exactly like how they appear in Instagram as well, and there is an easy option for users to skip the ad as well. There are certain metrics that you can check using their tool, these metrics include Clicks, number of views detailed in categories of 3-second views & 10-second views. You’ll also be able to check all the likes comments & shares by users.
TikTok has its very own analytics tool that can be used to check all the data. But it is still a bit limited at the moment. But fear not, you can still go for third-party tools that allow you to get every little data in the dashboard. Have a look at Popsters that is a third-party tool that allows you to look at the most popular posts and even allows you to compare two accounts. If you want to share the report, popsters allow you to export the details in a report.
You can search for the TikTok account by searching on the top bar or just paste the link of the account. Once opened it’ll show you a complete list of posts that will be based on the likes it has received. If you want you can sort these statistics by the number of shares, date of posts, comments or other metrics based on your requirements instead of just likes. If you want more detailed information, you can click “show Table” button on the right-hand side of the dashboard.
Play through the tool and you’ll find it easy to operate, the more you’ll work on this, the better-organised data you’ll have.
There you have all the details you need to have in order to market on the trending platform TikTok. Just go ahead with your campaigns and keep experimenting. Let us hear what you have in mind.