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In 2019 TikTok was the ballet and sketch app popular with kids. In 2020 it has become a place to learn new things and to convey strong social messages, it has also become a geopolitical case : a symbol of Trump’s fight against Chinese apps and, in the summer, their use was banned in India. Also in 2020, the TikTok format was copied by Mark Zucker berg who launched the Reel on Instagram. How is TikTok evolving?
Let’s talk about numbers
In just 3 years, TikTok has gained 800 million active users worldwide by taking ninth place among the most popular social networks – surpassing LinkedIn, Twitter and Snapchat. On the app, 41% of users are between 16 and 24 years old , it is Generation Z: the very young who are perfectly at ease with the easy features and fast contents of the platform.
In the first quarter of 2020 alone , the app recorded 350 million downloads : no app had ever reached these numbers in four months before. An increase also due to the global pandemic that prompted people to interface with TikTok for the first time.
And in Italy? Considering only those over 18, Comscore found that in July 2020 TikTok reached eight million Italian subscribers, showing a growth of 377% compared to the previous year. Furthermore, from September to November 2019, the app also recorded an increase in the age group between 25 and 34 years , equal to + 258%, and in that of the over 35 , with an increase of 201%.
TikTok is growing fast, but the numbers are still a long way from the giants Facebook and Instagram which respectively boast 29 and 20 million users in Italy.
The mission of TikTok
TikTok is the leading destination for short mobile videos. Our mission is to inspire creativity and bring joy.
The reason for the success of TikTok is summed up in these few words: the platform has been able to intercept something that was still missing, a carefree social where creativity is king. Among the strengths of the app: the provision of an unprecedented set of creative tools , a very simple editing program, the possibility for everyone to go viral and an algorithm capable of creating a very accurate profile of its users. A few hours on TikTok are enough to make the platform understand which contents we favor and which will soon begin to offer us.
Creator and business on TikTok
According to the Year On TikTok report , in 2020 the pandemic and the lockdown have given people more time to do things they usually can’t – like reading, decoupage, indulge in their hobbies. Furthermore, 25% of the people interviewed stated that the contents seen on the platforms and / or on social networks were an inspiration and stimulus to try new things.
Hashtags and challenges have been created on TikTok that not only want to entertain, but also train:
- # imparaconTikTok(3.9B views), officially born in May, the trend has grown in parallel with the popularity of the information content available on the platform, representing a new way of learning and sharing knowledge, skills and interests.
- # museoacasa(59.2M views) to feel in a museum even at home
- # Cucinasenzasprechi(110.9M views), born from a challenge launched by the National Consumers Union which invited people to cook a delicious dish only with leftovers.
Not surprisingly, in September 2020, the app launches the ” TikTok Fund for Creator “: an economic support program that offers the best and brightest creators of the platform (with at least 10K followers and as many views to the videos of the last 30 days) the opportunity to make money thanks to their creative talent. A budget of 60 million euros – which is expected to increase to 255 million euros within three years – is available to thousands of users across Europe. What is the purpose of this program? Encourage creators to make quality content for TikTok .
And for business?
Don’t Make Ads. Make TikToks
TikTok offers a platform for Advertising, it’s called TikTok Ads Manager : it allows you to mount campaigns aimed at reaching different KPIs such as coverage, burst , installation of an app, video views and conversion .
TikTok Ads Manager takes inspiration from the system popularized by Facebook, but has fewer options. Nothing that can stop the big brands that have also chosen to focus on sponsorships on TikTok.
In summary: TikTok is expanding its target, the contents on the platform are evolving, creators and businesses find their place thanks to dedicated tools . Is it necessary for a brand to sign up for TikTok? The answer is “it depends”. Before jumping headlong into opening the channel, it is necessary to understand if the marketing objectives can find their application on the platform, ask ourselves if our target is present in an important way on the social network and finally study a dedicated strategy taking into consideration the format offered. by TikTok.
