The short answer is NO! And I'll tell you why. When I attended Social Media Week in London, in October 2019, there was a session regarding TikTok (a lot of sessions actually). And, I remember the following (it was during a session of Tribe) - I really don't remember who said that 🙈:
"Instagram is more like a catalog. TikTok is more of a personality"
Social media users may use both platforms, but for entirely different reasons. However, TikTok seems to be more addictive... According to official TikTok statistics, 90% of users use the app multiple times per day. The average user spends 52 minutes per day on TikTok and opens the app 4-5 times in a day... Internet users spend an average of 144 minutes per day on social networking in 2019, according to Statista. So, if users invest 36% of their social media time on TikTok, only 64% is available to be spent on Facebook, Instagram, LinkedIn, WhatsApp, and all the other social media networks! WOW 😮
Why? One reason could be that users don’t have to search for videos on TikTok, like YouTube, where they have to search. Trending videos on TikTok, automatically show up as soon as you open the app, and then the algorithm does its job. Another reason could be that the videos are concise. Some even as short as 15 or 30 seconds. You simply can't stop! Moreover, the content is very fresh, and it never actually becomes monotonous. It tempts people to spend more time in it and this is by definition, addictive. On TikTok, everyone wants to showcase their talents and their personality. It's not just a catalog with photos from your meal and your day trip. You need to have a "skill" to get into TikTok and for the algorithm to keep you on top.
So, what is TikTok?
Good question. Really.
TikTok is a Chinese video-sharing social networking service owned by ByteDance, a Beijing-based company founded in 2012 by Zhang Yiming. ByteDance is valued now at US$75 billion, making it the most valuable startup in the world.
Quite interesting is that TikTok is not available in China; they have a version called Douyin that complies with the nation’s censorship restrictions. But let's take it from the start. The Chinese company first launched Douyin in September 2016. Douyin was not only developed in 200 days but also took less than a year to reach 100 million users and 1 billion videos viewed daily. Keep in mind that this all happened a year before TikTok was launched.
Then, they branded Douyin as TikTok when they entered the international market in September 2017, but they still keep the original name in their home country, as we said. By the end of January 2018, it was already the number one free app in Thailand and several other markets. What is worth mentioning is that in November 2017, ByteDance invested $1 billion in acquiring musical.ly, a popular app among US teens. This marks the start of TikTok’s success story. It was a checkmate acquiring musical.ly. It was the only significant competitor at that time. The number of TikTok downloads now exceeds 1.8 billion in only 3 years after it was launched! Much better than YouTube and Snapchat that took them more time to have billions of users. During the first quarter of 2019, TikTok became the third most downloaded app in the world and the only app in the top 5 list not owned by Facebook. Mark must be really frustrated now 🤣. I can't wait to read the statistics of the downloads during the worldwide lockdown. I bet they will have exponentially increased!
How does TikTok work?
The reason I first compared it with Instagram stories is that in TikTok, you can share a short-form mobile video, which is very similar to Instagram's content-type: vertical videos. I will assume that you are a beginner at TikTok, so I will cover the basics. Even me -- a millennial marketer -- I had trouble figuring out how TikTok works at first. But after a short time, I manage to understand it. And you will too. My goal for this paragraph is not only to know how it works so as to use it, but also to understand how a user and a prospective customer will be able to interact with your brand's TikTok account.
After you download the app, signup (you don’t have to register for an account on TikTok but registering for an account allows you to follow other users and create videos), and open it on your mobile phone, a video will start playing right away without you even selecting a video! The videos that play automatically are "featured videos", labeled “for you,” which the app has chosen to highlight. The tab next to "for you" feed, is the “following” where you can see videos from accounts you follow. It's more like Twitter's feed, but the video is the primary content here.
If you find a video you enjoy, you can tap the heart ❤️ to like it or the speech bubble 💬 to comment.
To share the video, you can press the forward sign (underneath the comment symbol) to see your sharing options.
Now, if you want to see more of the account's videos you can swipe left to visit their profile.
Now, if you tap on the second tab "Discover", or magnifying glass 🔍, you are entering the app's search area. You have 2 options here, you can either search out accounts, videos, sounds, and hashtags, or you can look right below the search bar to see videos by trending topic.
So, if users now find an account that may want to follow, they can follow it by pressing the icon that includes its profile picture and a plus sign (above the heart button on their video). If they know the account they want to follow they can simply search for it. Another way is to use TikTok's barcode. I will explain more later.
The application also offers the feature of messaging. Like every social media platform, it encourages interaction and two-way communication. In this area, the user also sees its notifications. So as a brand you will be able to see who liked your video, or commented or sent a message to you.
The plus symbol (in the center) is from where you create or share content. I will explain later, be patient. I don't wont to overwhelm you from the beginning. We will dive into TikTok's creator tools and interactive filters later. I just want you to remember that the upper limit for recording within the app is 60'', but 15'' is considered as the magic number. So, you are probably here to find ways to add TikTok to your marketing strategy. Right? Now that you are more familiar with TikTok's environment we can continue...
Is TikTok for businesses?
The short answer is YES! Users are more active than ever now, and not many apps can boast 90% of their users accessing them on a daily basis 😮. Especially now, during coronavirus lockdown, there were 65 million worldwide downloads in March, according to analytics site SensorTower. In addition to the existing 800 million reported in January by DataReportal (though TikTok itself does not publish such data). And as the world is encouraged to #stayhome to stop the spread of coronavirus, adults are finally joining TikTok, while only teens were using this platform. And this was our (the marketers) main concern whether to use TikTok to our social media marketing mix or not. Even, celebrities have joined the app too, from Jennifer Lopez, Will Smith, Mariah Carey to 82-year-old Jane Fonda.
According to TikTok, 41% of the users are between the ages of 16-24. With almost 50% of TikTok's global audience being under the age of 34, a lot of brands don't even consider this platform to be as another communication tool. However, 26% are between the ages of 25-44 and in less than 18 months, the number of US adult TikTok users grew 5.5 times. The adult audience has increased exponentially! When it comes to the average number of videos watched on TikTok, there were more than 1 million videos viewed every single day within a year. Moreover, TikTok has the highest follower engagement rates with Cloutmeter finding an average 52.1% engagement rate. As with most social media, these engagement rates are highly dependent on the size of the account's following, but this number is already promising.
What we can learn from all that is that adults are finally catching on TikTok and if your audience is on TikTok your business has to be too. Moreover, it is a media where the audience actually engages with the platform's content! So, what are you waiting for?
How businesses can integrate TikTok in their marketing strategies?
We are going to analyze ten (10) practical tips and share some ideas on how to exploit TikTok for your business, whether this is a bakery or an e-commerce shop.
1. Understand how content sharing on TikTok works
I could say that TikTok has one of the most powerful editing tools right now. TikTok encourages users to create native videos within the app but also allows pre-edited videos to be uploaded too. And it also gives you the option to create a slideshow if you want, with images from your library. Users can then add effects, music, filters, and text to their content. TikTok videos can also be downloaded and reused for other platforms. Video duration should be between 5 and 16 seconds but it also can be up to 60 seconds as we mentioned before.
So, once you press the "+" icon to start making your own video, this brings up the editing and recording interface.
As you can see, even if you are a small business with limited resources, you can use these integrated tools to enrich your video. You can control the speed and add different filters. You can also add special effects to the videos.
You can select one of the most trendings right now, or the new ones, or most interactives, and many more special effects. These will boost your video if used properly.
I think, that the most powerful feature is that you can find and use sounds from a huge sound library. You can search for something specific or select something from the suggested lists.
There are so many categories, that if you own a fashion store, for example, you can select a sound for your video from the Playlist and more specifically from the category Fashion & 💅! You can also add voice effects, stickers, edit your video frames, and adjust clips. Now you can understand why I said at the beginning that TikTok has one of the most powerful editing tools right now. I think Instagram stories need to catch up on TikTok.
Then all you do is add a caption. Those are limited to 140 characters of plain text, emojis, #hashtags, and tags where you can add other profiles. WOW, that's a short caption actually. You need to be very careful about the text and the hashtags you are going to use. At this point, I need to clarify that a lot of #hashtags are used for challenges. We will explain more later. But it is also important for this platform too to use them. If you do not use hashtags in the caption then it will only reach your followers but if you include hashtags and use it, it will easily reach all the users of the TikTok. So, hashtag research should be done separately for TikTok.
Before publishing the video, you can also select who can see the video (public, friends, private). For a business, I definitely don't recommend "private" publishing, but the "public" is the best option. If you want though to reward those who follow you back (friends) you can select publishing a video made only for them under this publishing status. For example, you can share with them a hashtag challenge contest and you may want to give a voucher to one of your followers.
It is also very important to enable stitch, duet, and react where we are going to analyze further below. Finally, you have the option to share the video directly to WhatsApp, Instagram Feed, Instagram Stories, or Facebook.
2. Create a profile and promote it (barcode & cross-platform sharing)
Now that we have understood how to create content, let's focus on the profile structure and its promotion. What you can add in a TikTok bio is a profile image, a username, a bio, and a link to Instagram and YouTube. And that's all. I personally love this simplicity.
Like the video captions we discussed, the bios on TikTok are also limited to 140 characters of plain text and emojis. The 140 characters can include a link to your website or blog or anywhere you want users to go; however, the link isn't clickable for now! So, make sure if you have an Instagram profile and/or a YouTube channel, to link them in the profile. Now, for a business, I would suggest using as a profile image your business logo and at the bio section your Instagram bio with some adjustments. The username should stay the same as any other social media account for consistency! Since you won't share the same content on both Instagram and TikTok you should change the bio and let the followers know what this account is about. If you own a hair salon, for example, you could use TikTok to share awesome hair transformations, use your logo as a profile image, and write a short bio like "Hair Transformations in 15''. Challenge accepted 💪". Everyone will understand as soon as they land in the profile what sort of content you share.
And like any other social media platform, TikTok has a verified status once an account reaches a certain level of popularity on the platform.