If you haven't heard of TikTok you must have been under a rock for the past year or so :)
It made it's absolute presence know earlier this year via the music industry when a clip on TikTok propelled a then unknown song, Lil Nas X’s “Old Town Road” to heights that are unreachable for even the most established artists. This same song now...it's officially the longest running number one hit song of all time. #thankstiktok
Likened to Youtube 10 years ago
Nearly everyone we have spoken with (that matters ;) ) about TikTok is likening it to what YouTube was 10 years ago. It's small now but tiktok is going to be huge and likely a social media staple of a generation. It's a young demographic. Two-thirds of TikTok users are under the age of 30 and users on average spend a whopping 52 minutes per day on the app. That's more time spent than a lot of other apps.. combined.
So what does this mean for branding
How does this new app and how people interact with it compare to other apps like Instagram? With IG there's generally a feeling or even a pressure to “look popular” on Instagram, which has become heavily commercialized with highly edited vacation photos and brand-sponsored posts.
TikTok, on the other hand is much more "light and silly" and is filled with a lot more ease and humour. The more absurd it is, the more popular a video is likely to become.
This creates a lot of room for brands to test the waters with new approaches, new micro-brand strategies and perhaps even brand hand offs..letting their users create and run with their own ideas for "brand campaigns".
We're starting to play around with it as we have several customers interested in this new, much more relaxed way to interact with their customers. Of course we can't tell you what we are doing...yet. But stand by for more. Once it's out there we will be sure to let you know :)