With TikTok standing firm as one of the fastest growing social media platforms, new partner Hootsuite has released a culture guide to inspire marketers to jump into the app and start advertising to the massive audiences available.
The culture guide reveals some of the key stats surrounding the app, which has an estimated 1 billion global active users and an average monthly scroll time of 19.6 hours. For marketers in particular, the data shows that 47 per cent of users say they bought something they saw on the app.
It also highlights the idea that TikTok has evolved past the zeitgeist of being a place where people do dance challenges and make short comedy videos. I mean, there is still a lot of that, but there’s also plenty of communities creating new ideas and having important conversations on the platform. There’s also evidence of plenty of social trends originating from TikTok.
The guide also discusses the importance of sound on TikTok, and how music is used in unique ways. 88 per cent of users said that sound is vital to their experience, while 75 per cent said they discover new music artists through TikTok. Businesses can also access a large sound library for commercial use.
There’s plenty of options for branded content to reach different markets on the platform. TikTok’s data shows that 63 per cent of users like it when brands use content creators in their videos, making creator partnerships a very beneficial opportunity for marketers. The guide also mentions the idea of ‘Toks’, subcultures of people within the app with shared interests and passions, and points out that 70 per cent of users feel like they’re a part of a community.
Businesses who use TikTok and work with Hootsuite can access analytics to see how their videos are performing, gain insights and plan out their content calendars across multiple platforms. The guide even has some handy tips on the lingo and emojis used on the app! Just don’t ask us what the brain emoji is used for, we might get called into an HR meeting.
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