TikTok: More than a trend, a social and stylish boom
What is TikTok and how does it work?
First of all, let's talk about what TikTok is. It’s a social network originally created in China, where it’s known as Douyin, which means "shake the music". The application was launched in September 2016 and took only 200 days in development. It’s a network based on the publication of music videos, which although it has been in the market for a few years, we can say that it has definitely gained strength over the course of last year and apparently this year will be the bomb. With more than 950 million downloads, worldwide it has become the application of the moment.
So much has been the growth of this social network that has managed to outperform the most powerful social networks such as Facebook, Instagram, YouTube and Snapchat.
TikTok allows you to create 15-second videos that you can then edit, adding music, filters and effects before publishing.
This social network has some basic artificial intelligence functions, both for its advanced editing tools and for the search of contents related to the user, which means that it shows users only that content that will be interesting to them. It also includes augmented reality features.
TikTok and brands
Daily users are creating content and their Hashtags reach great popularity. The viralization within the platform is almost instantaneous within the interested audiences. For communication professionals, TikTok offers some options with a lot of potential, such as contests, Hashtag challenges, which work to increase interaction with your community and can be measured through video interactions, clicks, banner views and other metrics. Native videos or videos for consumers, which last between 9 and 15 seconds. In addition, Brand takeovers, where brands take control of TikTok for a day. The success of these is measured by impressions, reach and clicks.
TikTok is a key tool for marketing influencers, since through sponsored videos you can achieve a considerable increase in conversions. Brands such as Guess, BBC, MTV, McDonalds have successfully used TikTok for their campaigns.
On B2B brands, it is not yet time to launch TikTok since the application is aimed primarily at Generation Z, although it’s only a matter of a few months for the use of this application to be profitable for this type of business.
Sources: Direct Marketing & Mundiario.