• Gabrielle Woolley

Getting into the TikTok Hype

Have you heard of TikTok? No, not the Ke$ha song about partying till sunrise and using Jack Daniels for mouthwash. The other TikTok - the social media video app that's the most up-and-coming social media platform.

TikTok was the third most downloaded app in the first quarter of 2019, ahead of both Facebook and Instagram. It's valued at $75 billion, making it one of the most valuable startup apps. This fun video app has been impressively successful.

Dubbed by The Verge as "The Spiritual Successor to Vine", this fun video app has been impressively successful.

TikTok videos are only 15 seconds long (hence the name referring to a countdown) and appear on a feed similar to that of Instagram. Users can make videos of themselves doing anything from dancing, to lip-syncing, to doing short makeup tutorials, to pretending to do telekinesis. There are endless opportunities for creative (or odd) expression.

The app is available in over 150 places in the world and comes in 75 different languages. The average TikTok user spends 52 minutes a day on the app. That's a lot of time to be scrolling. TikTok has created a huge market.

So, what is it about this video app that sucks people in?

TikTok is a perfect example of an app that makes it easy to fall into a ten-minute-break-turned-into-an-hour-of-mindless-scrolling trap.

The app runs on an algorithm that recommends content to users similar to the content they most frequently view. It's extremely addictive, and the ideal time-waster app, making it a great platform for social media marketing.

Brands like Chipotle, Nike, Fenty Beauty, and GrubHub. Even the luxury fashion brand Burberry launched a campaign on TikTok. Influencer advertising deals have also become quite prevalent on the app. Everyone is hopping on the TikTok bandwagon.

The majority of TikTok users are in the 18-24 age range, aka the ideal young social media user demographics for businesses.

For brands wanting to target Gen-Z and millennial audiences, TikTok is a great platform. It's a fun way to appeal to the youths.

Whether it be by posting original brand content or engaging influencers, brands should consider how to take advantage of this app's impressive popularity. It's the cool new app changing up the social media scene - get hip to it. It's worth exploring how to use TikTok to market, source user-generated content, or simply stay relevant to popular social media.

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