Whether you’ve heard of it or not, TikTok is one of the biggest social media apps in 2019. It was the fourth most downloaded app in 2018 with more than 60 million downloads. However, despite this barely of us marketing professionals hardly even know what it is, let alone how to use it in our strategy.

Here’s a lowdown of everything you need to know about TikTok…

What is TikTok?

TikTok or Douyin (in China) is a social video app, that allows users to take short videos. Similar to Snapchat and Instagram, you can add filters, stickers and other special effects. It’s already become a leading short video app in the West, particularly in the US and it’s also really big in Japan.

You’ll often see viral videos of someone lip-syncing or dancing that originated from TikTok. Here’s an example of one of the many crazes you’ll find on TikTok:

So how does it work?

  1. Download the app
  2. Register an account
  3. Click the plus sign button at the bottom of the app, this will open the camera
  4. Add AR effects, camera filters and music
  5. Press the red camera button to start filming
  6. Once you’ve taken a video you like, hit the red checkmark icon
  7. Edit video, add any stickers, change volume levels etc.
  8. Press next to caption and add hashtags
  9. Post!

Still not convinced? Here are some facts for you:

  • The app is more popular than YouTube, Facebook, Instagram and SnapChat (based on worldwide downloads)
  • 66M downloads in 2018
  • 29% of users open the app every day
  • 275% increase of in-app purchases on average, annually
  • 52-minute average time spent on the app in a session
  • ⅔ of users are under the age of 30
  • 29% average engagement rate

Many of us struggle with low engagement of our social media content. If you’re trying to appeal to the younger market, particularly Gen Z, TikTok can be a great place to focus our marketing efforts.

With so many trends, and challenges originating from the platform, we can certainly find some fun and creative ways to appeal to our audience.

Here are 6 ways marketers can use TikTok in their strategy….

Infographic source: Meltwater