What is Tik Tok and should it be part of your Digital Marketing strategy?

53% of consumers engage with a brand after viewing a video on social media. This is an important statistic for you to consider in your next digital advertising campaign. Video Marketing is not just limited to big brands such as Facebook, Instagram and YouTube. There is another rising video sharing platform called Tik Tok.

What is Tik Tok?

Heard of TikTok? No? That’s okay, you’re not the only one. 

Unless you are a millennial it may have completely passed you by. You may not even have the app installed on your phone. But Tik Tok is what you need to sit up and pay attention to and consider for your next Marketing strategy. 

Tik Tok is an app available in 154 countries that was previously called Musical.ly, and offered endless 15-second videos designed exclusively for mobile viewing. Videos created for Tik Tok have many tools to add filters, music, special effects and more that create entertaining videos. These filters make Tik Tok unique from other social media platforms.

In 2018 during the first quarter, Tik Tok boasted of being the most downloaded non game app from the Apple store globally. Tik Tok is also available on Android, and according to Tik Tok, 80% of the downloads are on Android. and, 28.56% use the app daily.

Number of Users

In mid-2018, Tik Tok hit 500 million users globally. From the 500 million users, 41% of the users were aged 16-24. So if you are targeting millennials (especially teens) you should be thinking about having a presence on there. Further evidence from an App Ape Lab study conducted in March 2018 showed that there are more male users (55.6%) than female users (44.4%).


Other important facts about Tik Toks users that you need to know:

What brands are using Tik Tok well?

As brands are becoming frustrated with the high prices and declining organic reach on other platforms, they are increasingly turning to Tik Tok. According to HubSpot, these 7 brands are proactively using Tik Tok as part of their Digital Marketing activities:

  1. Chipotle
  2. NBA
  3. United NationaI FAD
  4. The Washington Post
  5. Guess
  6. The San Diego Zoo
  7. NBC’s Stay Tuned

Click here to watch how each of these brands use Tik Tok create funny short videos with a music overlay that still enabled them to get their brand message across.

As Tik Tok is a growing platform and fairly new, now is a great time to tap into this phenomenon and use it to generate brand awareness.

Tik Tok Influencer Marketing 

Influencer Marketing has become one of the main strategies used by Digital Marketers in order to reach their target audience by leveraging the social share of users with a wide-reaching audience base.

When adopting Influencer Marketing within your Digital Marketing strategy the most important requirement is that target the types of people you hope will become your customers.

So, who are the top 10 influencers using Tik Tok according to businessinsider.com?

  1. Loren Grey – 32.6 million followers
  2. Baby Ariel – 29.8 million followers
  3. Mr. Faisu – 23.7 million followers (currently suspended)
  4. Kristen Hancher – 23 million followers
  5. Jacob Sartorius – 20.7 million followers
  6. JiffPom – 19.4 million followers
  7. Jannat Zubair Rahmani – 19.2 million followers
  8. Gilmher Croes – 18.4 million followers
  9. Riyaz Afreen – 18.3 million followers
  10. The Dobre Twins – 16.6 million followers

You should select an influencer who appeals to the same niches as your primary target audience. If you need help finding relevant influencers, you might consider working with an influencer platform. Check out this list from Influencer Marketing Hub at 7 Best Platforms for Finding Influencers on TikTok.

TikTok is currently trialling biddable ads, and this may change the way influencers can earn income on the platform in the future. According to Adweek, TikTok has told agency partners in the U.S. that it is working on a biddable advertising option on the platform. With biddable ads, advertisers will be able to bid against one another for the ad impressions they want on a self-managed platform. Presumably, TikTok will develop some form of ad revenue-sharing program in the same way that YouTube has.

Stay tuned for more updates.

What You Should Do Next

  • Download, use, and understand the app.
  • Deep dive on what other brands are doing and how they are doing so to capture audience attention
  • Start posting. The sooner you learn it the better you will be able to understand if its a platform that will resonate with your audience.
  • Promote your account on your other established channels such as Facebook and Instagram etc

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