TikTok has seen both paid and influencer campaigns on its app from Nike, Skittles, Fenty Beauty, Pepsi, Calvin Klein, Sony, and FIFA, to name a few. Global brands have recognized the importance of TikTok as a key way to engage with young audiences, encourage user-generated content, and partner with relevant influencers. There’s not much to split the rest of the world, with penetration of between 12 percent (North America) and 10 percent (Latin America and Europe). Global Web Index stats from 2019 show that TikTok penetration is seemingly at its highest in Asia, where over one third of users aged 16-64 had an account.
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Many claim that they have been encouraged or inspired to use the app by teenaged family members.įor example, celebrity chef Gordon Ramsey has attracted over 28.9M fans on TikTok (as of November 2021) after being taught how to use the platform for dance challenges with his Gen-Z-aged daughter, Tilly.Įven though TikTok very much appeals to young generations, it does seem to be retaining its audience as they age. Millennials and Baby Boomers who join the platform may poke fun at themselves, in their clumsiness at using the app, or the content they produce. They figured out early on how to use and adapt the platform to their tastes and needs, and many have gathered thousands of followers over the past few years. TikTok is most popular with teenagers around the world, who are generally early adopters of new social media platforms. Its rapid video format is not just for dance challenges and lip-synching, although that is what it has become famous for. TikTok creators are using the platform to discuss complex subjects, campaign for change, and educate their audiences in subjects ranging from healthcare to accountancy. If you’re looking for inspiration or to grow your TikTok fanbase, check out our blog for some great social media video ideas.įor example, Taylor Price offers Generation Z finance advice to over 1.1 million followers. Videos are often short, at about 15 seconds long though TikTok has been increasing the duration available - allowing 10 minutes as of March 2022. Users can create and upload a video incorporating music with filters and editing effects, or showing the user lip-synching or dancing to a song. TikTok calls itself the “destination for short-form mobile videos.”
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Bytedance still operates Douyin separately in the Chinese market.įree Toolkit: Free Social Media Calendar What is TikTok Known for? Understanding the platform's potential, particularly to connect with young audiences that are digital natives, Bytedance bought and incorporated Musical.ly and it became the version of TikTok we know today. In 2016, Chinese tech company Bytedance launched a version of Musical.ly known as Douyin to the Chinese market before introducing it overseas as TikTok in 2017. TikTok began as an app called Musical.ly in 2014, a platform on which users created and shared short lip-sync videos. A study observing the behavior of TikTok users in the span of one month shows that 68 percent of TikTok users watch someone else’s video and 55 percent upload their own videos (Globalwebindex, 2019). Not only that, they are extremely active on the app. Its fast-paced nature keeps users engaged for relatively long periods, with users spending an average of 52 minutes per day on the app.ĩ0 percent of all TikTok users access the app on a daily basis. Marketers are drawn to TikTok as it reflects a key social media trend for creative skills and collaboration amongst young audiences. And for Facebook to hit the same monthly active users mark, it took the best part of four years. Putting this into perspective: it took Instagram six years from its launch to gain the same number of monthly active users that TikTok managed to achieve in under three years. That makes TikTok 7th in terms of social network sites (excluding the Chinese version Douyin at 600 million users), ahead of LinkedIn, Twitter, Pinterest, and Snapchat. TikTok has one billion active users worldwide. In Q1 2020, the rapid rise of TikTok set the record for the most downloads in a single quarter for a social app, at 315 million installs. The short-form video app saw rapid growth during the COVID-19 pandemic, as many users found time to explore the platform and connect with their online audiences in new ways. TikTok has been named as the fastest growing social media platform of all time, making the shortlist as one of the most downloaded apps globally for the past three years.
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