TikTok is the new “video” app that seems to be taking the world by storm.
If you haven’t heard about it, then users take 15 minute videos with the app and then use a variety of filters to edit these videos.
Some of you may have “heard” of this before and you are right, it’s very similar to “Vine” and it’s also very similar to Snap. But, don’t forget in the world of social media there is no memory, as aps tend to be generational.
Snap and Vine was for Millennials, where as TikTok is for generation Z (Gen Z).
But What About the TikTok Growth?
According to Simon Kemps “Digital 2019: Q4 Global Digital Snapshot” (sponsored by Hootsuite and We Are Social) that came out in October 2019 https://datareportal.com/reports/digital-2019-q4-global-digital-statshot
Simon says in his report “Bytedance (Owner of TikTok) hasn’t published active user numbers for TikTok in recent months, focusing instead on sharing its latest app download numbers, or the combined number of active users across all of the apps in the company’s broader portfolio. The company’s new self-service advertising tools don’t show audience numbers either, opting instead to report audience reach on a five-point scale.
However, the latest data from app intelligence company App Annie suggest that TikTok continues its explosive growth around the world, with the insights company ranking TikTok just behind Instagram in terms of monthly active users through the third quarter of 2019.”
At this point, if you are a B2B brand you are probably you are probably thinking that your buyers are not Gen Z and this is irrelevant. Here are some reasons to be on TikTok!
- While Gen Z are the main users, the demographic is getting older.
- Brands like Walmart, Washington Post (WaPo) (see case study below) are on there.
- You need to have a culture of experimentation within your sales and marketing team.
- We shouldn’t just say something is rubbish, without knowing why.
- When I got into Twitter it was a shinny new object, now it’s seen as the establishment.
- You can upload the videos to Insta and Snap.
- You need a UGC (use generated content) strategy.
- You need to embrace and take control of the employee use of social media, and provide support to employees, the same as health and safety etc.
- TikTok is an open network like Twitter, the idea is not to connect with friends, but to have people find you.
- Isn’t it time you added some humour into your drab B2B marketing?
Case Study – Washington Post
To quote a recent Hoot suite article
“Since joining Tik Tok in May 2019, the media outlet has earned more than 183.3K fans on the platform. With Gen Z as the main audience, WaPo describe themselves as “We are a newspaper” in case people didn’t know what a newspaper is.
At first glance, the account’s videos provide a goofy and lighthearted contrast to the hard-hitting reporting the outlet is known for, but there is a larger strategy at play.
According to Dave Jorgensen, who runs The Post’s Tik Tok account, the plan is to first build an audience by demonstrating that WaPo understands the app. Then it will start gradually sprinkling in more newsy topics.
So, what’s WaPo getting right about Tik Tok?
It’s funny. More importantly, the humour is meant to resonate with a young, dialled-in audience—even if it does come off a little “dad joke” funny sometimes. For example, to share The Post’s new gaming room, Jorgensen mimicked Kylie Jenner’s YouTube office tour, lip syncing to her now infamous “rise and shine” baby wake-up call that broke the Internet.
Another thing to take note of is how active the account is in the comment section. Its responses to comments maintains the same daffy tone as its videos while rewarding and encouraging engagement from fans.”
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