One of the newest social media apps known as TikTok is growing steadily in popularity and may be the next big thing for marketing. TikTok is a short-form video app originally from China that recently added 75 million new users which is a 275 percent increase from last year. Although TikTok may be familiar to the younger generation, older adults may not have encountered the new app and what it does.
Users on TikTok typically use it to lip-sync their video to an audio track almost like an online version of karaoke. People often use the app to act out memes with a backing track that they lip-sync along to. Video clips are only 15 seconds long but certain video memes become remixed and reproduced by many of the users.
The app is very similar to its former rival Musical.ly which it acquired last year as the two apps merged their user bases. TikTok doesn’t have as many micro-celebrities and influencers as YouTube and the old short video app Vine but everyday users enjoy it for the opportunity to share their own creativity and internet jokes. The app is simple to use and offers people a chance to express themselves in a different way using the short form videos.
Marketers are starting to pay closer attention to the app even though it has not yet added ad units for brands. Certain brands have even started experimenting with running influencer campaigns on the app to promote their products. Using hashtags and contests featuring user-created content, some brands are already reaching a new customer audience on the app.
Getting familiar with TikTok and understanding the kind of content that users create can help you start to get involved in marketing on the video app and establishing your brand’s presence there.