TikTok is one of the fastest-growing social platforms on the planet

TikTok is responsible for many of today’s hottest social media trends, as well as being the home of an entirely new generation of social media stars. The platform overtook Facebook Messenger as the most downloaded app in 2020 [1]. Its’ music-oriented format brings virality to the app, with users often lip-syncing, dancing, or acting out sketches in their videos.

The platform continues to make headlines, as many brands are starting to notice the power of ‘TikTokers’ for their marketing strategies. In a recent report, TikTok has overtaken YouTube for average watch time in the US and UK, indicating higher levels of engagement [2]. However, YouTube retains the top spot for overall time spent as it has many more users overall.

TikTok plays a large role in the kid’s ecosystem

Almost two-thirds of TikTok users are between the ages of 10 and 29 [3]. As more and more kids turn to social media to socialise and pass time, the competition is heating up to retain users’ attention and safe usage. In response, TikTok has turned off notifications for children past bedtime and implemented a number of mental health support features [4] after Instagram hit the headlines for promoting body insecurity [5].

Creators are the heart of any social platform. YouTube, Instagram, and TikTok would not exist without them. It is, however, the unique way in which TikTokers interact with their following that has made the app so successful. As opposed to traditional celebrities, influencers speak directly to their audience through a screen, which makes them seem more approachable. The sense of community is further enhanced by highly engaged followers. People create their own content based on ‘TikTokers’ videos, which they share with friends, thereby boosting engagement. These huge followings mean that ‘TikTokers’ have the opportunity and tools to gain a significant presence online.

TikTok is a powerful marketing tool

TikTok is starting to attract brands’ attention as a means to reach and engage their target audiences. Research suggesting that 93% of marketers [6] believe consumers trust content created by fellow customers more than content created by brands underscores the importance of cross-platform integration in marketing strategies. TikTok requires that users be at least 13 years old to use the full TikTok experience, but we know younger kids are regularly accessing the app. Therefore, the viral nature of social media and the shareability of content is an opportunity for brands to establish themselves as prominent figures on the app by adapting content for younger generations.

When done right, it can increase brand awareness, favourability, and in turn, sales. Brands can gain insight into how consumers use the app, post their own branded content, or work with influencers to share their products and videos. All are effective means of reaching such an engaged and large audience.

Kids and the Screen, our proprietary research study, begins its latest phase in October. Contact us to get access to the latest insights regarding kids’ TikTok behaviours and many other platforms!

[1] https://www.bbc.co.uk/news/business-58155103

[2] https://www.bbc.co.uk/news/technology-58464745

[3] https://www.statista.com/statistics/1100836/number-of-us-tiktok-users/

[4] https://campaignme.com/tiktok-enhances-mental-wellbeing-resources-in-honour-of-world-suicide-prevention-month/

[5] https://www.forbes.com/sites/annahaines/2021/04/27/from-instagram-face-to-snapchat-dysmorphia-how-beauty-filters-are-changing-the-way-we-see-ourselves/?sh=296200b04eff

[6] State of User-Generated Content 2021 – TINT (tintup.com)

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