TikTok is a social media platform in the form of a Short Video Platform from China that has gained popularity in many countries and has over 500 million users worldwide. It is the fastest-growing online media platform in the world. Within just 3 years, the TikTok app has been downloaded more than 1 billion times. Of course, with such a large number of users, marketers see opportunities for communication and a wider range of marketing.
Interesting Statistics of TikTok
Besides the very high number of users, TikTok also has many interesting statistics as follows:
It is clear that the majority of users are those who are in the Gen Y-Z generation or between the ages of 13-34, and Active users in Thailand are Gen Z due to the behavior of users who like to consume short, fun content produced in video format.
With such a clear target audience and a large number of usage statistics, marketers will certainly not miss the opportunity to market on this online medium. And what are the reasons why marketers are turning to this application?
Reason 1: Meets Consumer Behavior
As mentioned earlier, TikTok is a Short Video Platform that allows users to produce short content, which is well suited to the current consumer behavior of Gen Y-Z groups who have only 8 seconds of attention span and spend up to 10 hours a day on smartphones. Short content on TikTok is therefore highly popular among these people.
Reason 2: Improves Influencer Marketing Efficiency
Influencer Marketing is a marketing method that many brands choose because of the popularity of influencers and celebrities on online platforms such as Facebook or Instagram, which can use their reputation to create brand awareness. However, with the charm and various tricks on TikTok, influencers can create more unique and eye-catching content, allowing brands to promote products or services more widely.
Reason 3: Has a Variety of Advertising Format Options
Social media that everyone knows can allow different brands to market or advertise on that platform, such as Facebook Ad or Google Ad. TikTok also advertises on the platform as well. With the objective of creating reach to the target audience (Traffic) and increasing interaction (Engagement) as the main focus, TikTok divides advertising into 2 types as follows:
- Reach Generating Advertising which has 3 types:
- Brand Takeover: An advertising format that can reach the most people, suitable for brands with existing campaigns and want to promote short messages to create awareness and reinforce before users go to the Feed.
- TopView: An advertising format that creates good reach, suitable for businesses that already have a website. This advertising format will display videos up to 60 seconds long in the top position of the application, can lead people to the brand’s website, and Users can Comment, Like, Share like regular content.
- In-Feed Ads: An advertising format that will appear between videos on the user’s feed page while watching Contents. It can also lead to websites or Landing Pages.
- Engagement Generating Advertising through 2 Ads Options:
- Hashtag Challenge: An advertising campaign in the form of a challenge to encourage users to participate in activities for entertainment or to win prizes, becoming a viral trend, which can create engagement for the brand.
- Branded Effect: A type of advertising that is exclusive to TikTok, which is to create a video effect yourself, both sound and image, to promote various campaigns. The advantage is that if the brand can create an interesting effect, it will make people choose to use it in their own content continuously.
With this variety in advertising, TikTok is starting to become another channel that marketers are starting to reserve space for marketing.
Reason 4: Challenge Campaign Trend
Can benefit businesses as mentioned earlier, that Hashtag Challenge encourages users to participate, increasing engagement for the brand.
TikTok users often look forward to new challenges that will make them feel entertained. For TikTok, creating a Challenge Campaign is the heart of making this application organically viral.
For example, the Uniqlo brand created a campaign called #UTPlayYourWorld, inviting users to join in by wearing a UT By Uniqlo t-shirt and dancing to the music with an effect, resulting in a global viral phenomenon and causing Uniqlo’s sales to soar.
Reason 5: In the Future, TikTok Will Be Able to Grow Even More
From various statistical figures of the current number of users and the trend of continued growth, even though the main target group is still young and Firstjobber who are not too old, TikTok is constantly updating the content format.
According to a survey in the United States at the beginning of 2020, there was a fivefold increase in the usage rate of TikTok among the “adult” age group, indicating a greater diversity in the age range of users.
If you are planning to do online marketing, TikTok is another application that cannot be overlooked. With the advantages of being able to access the Gen Z youth market, abundant content, and allowing marketers to create various campaigns, in the future, TikTok may become an important platform for online marketing.
