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Is Tik Tok The New Vine?

Tik Tok is becoming increasingly popular in 2019 and doesn’t seem to be slowing down. Will the app become the future of promoting your brand or will it fade away as vines did?

Tik Tok has proven a success for creating brand awareness for companies such as McDonald’s and is now available in 150 markets in 75 languages, but should your brand consider using Tik Tok for the sake of a 15-second video?

If you’re considering a Tik Tok campaign to promote your business let’s first look at the statistics and the growth of this thriving app.

Tik Tok – The Facts

  • Launched in China in September 2016, originally named “Douyin” and rebranded as Tik Tok in September 2017, when it merged with Musical.ly.
  • The app was the most downloaded iOS app in the first quarter of 2018 and was downloaded 68 million times globally in October 2018.
  • Ranked 3rd best app in world in November 2018 and has been downloaded over 1 billion times globally.
  • In January 2019, more than 6 million users joined the app in the U.S alone, beating Facebook and Instagram to the No.1 downloaded non-game app.

Tik Tok – The Stats

  • Tik Tok is opened around 5 times per day
  • An average of 22 minutes is spent on the app per day
  • 40% of users will imitate Tik Tok content
  • 20% access the app on Apple devices, while 80% use Android
  • There are 2.6 billion monthly video views

The statistics paint a pretty picture of a fairly young and popular mobile app but is it worth investing in?

McDonald’s Big Mac Tik Tok Challenge  

Giant food chain McDonald’s decided to take advantage of the app by issuing a challenge to TikTok users. From 4th until 31st October, the #BigMacTikTok contest was created for users in Malaysia to create a dance to any of the selected video clips. Every contestant received a free McDonald’s Big Mac and the chance to win RM 20,000 (approx. £3,747).

How did it pay off?

Increased brand engagement. There were 5.9m views on the trending hashtag at the time, and the only way to enter the contest was through the McDonald’s app. Considering McDonalds have announced previously the need to boost its mobile app in an effort to appeal to a new generation of consumers and to a younger health-conscious audience; Tik Tok seems to be the perfect platform due to the age demographic of its users.

If you are considering driving sales and engagement through the app, check that you have the right target audience.

The Tik Tok Demographic

  • 58% of users are female and 42% are male
  • 1/3rd of users are aged 20-24 and 1/4th are aged 25-29
  • 40% of users are between the age of 25-30 and 20% are under 20

Tik Tok users will promote your videos for free, providing it’s fun.

It would appear that Tik Tok users do not require a prize incentive. 82% of users take to the app to simply find funny videos, and many have no issue in participating in current challenges. In 2018, the #InMyDenim challenge by fashion brand Guess encouraged users to post videos with the hashtag, and thousands of people were more than happy to jump on-board the trend.

Tik Tok is in the predominantly early stages of introducing advertising to the app; the first ad to have appeared on 26 January 2019 was from the food delivery company ‘GrubHub’.

The Advantages of Promoting on Tik Tok:

  • Build brand awareness and engagement
  • Less competition as brands are not aware of Tik Tok
  • Build an audience organically through short videos
  • Set up an account and save on costs
  • Connect with Tik Tok influencers
  • ByteDance is investing into media content and Artificial intelligence, which could help in targeting your niche.

The Disadvantages of Tik Tok:

  • Not effective if you’re marketing products to an older generation
  • The need to create entertaining videos and less about selling
  • Can pay to advertise, but adverts are only 5 seconds long
  • May take a while to build popularity, and may not convert into sales
  • More suited to creative communications
  • 15 seconds to market product or services
  • Audience uses app for entertainment, not purchasing purposes
  • Uncertainty over the permanence of app

Will Tik Tok be cast aside like Vine?

Vines became popular due to its comedic videos. It grew to around 200 million active users. Although Vines has been a proven favourite, it eventually began to die out as other competition such as Instagram and Snapchat became more popular. This begs the question? Will Tik Tok last or is it a temporary success?

The China-based app has seen remarkable growth and has over 500 million users worldwide. This could all change as social media giants such as Facebook are now creating a new app, which will provide the same service as Tik Tok, allowing users to record lip-syncing and dance videos. The good news for Tik Tok is that Facebook has seen a decline in its younger audience.

51% of individual’s aged 13 to 17 said they used Facebook, a dramatic drop when you compare it to the 71% of Facebook users in 2015. This young audience seems to have taken to Tik Tok, but the question is, can Tik Tok can survive the competition?

This could be a ripe time to jump on Tik Tok with your own brand. It could be an opportunity to build your presence and user base by showing organic video content to promote your own product or services, with little fear of competition. Video marketing is expected to account for all IP Internet traffic by 2021, but does this mean Tik Tok is the right platform for you?

If you want more information on whether you should invest in video marketing, check out these pros and cons.

Q. Do you think Tik Tok is an untapped potential?

Q. How many of you are currently using the app or have thought about downloading it, for business purposes or for entertainment uses?

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