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TikTok has taken the world by storm, becoming the fastest-growing video platform in the last decade. Its unique short video format and personalized recommendation algorithm have already attracted over 1.7 billion users. According to forecasts, this number will reach 2.25 billion by 2027.
Today, TikTok is a universal platform for promoting products and services. It has long ceased to be a platform exclusively for the younger generation, now catering to audiences of all ages. A user-friendly interface and a wide range of content creation tools attract millions of users daily. TikTok is a place where anyone can become popular and promote their ideas and brands, reaching a wide audience.
TikTok’s brief history
In 2017, a social media giant emerged from the clever merging of two popular apps.
ByteDance, a Chinese tech company, had launched Douyin in 2016, captivating Chinese audiences with its bite-sized videos and user-friendly creation tools. Meanwhile, across the globe, Musical.ly was taking off with its lip-syncing format where users mimicked famous songs.
ByteDance saw an opportunity and acquired Musical.ly, merging it with Douyin. This strategic move birthed TikTok, a global platform that combined Douyin’s powerful recommendation algorithms with Musical.ly’s familiar lip-syncing format, perfectly tailored for Western users. This fusion allowed TikTok to conquer the international market with lightning speed.
TikTok for business: how to use
TikTok boasts great commercial potential, offering businesses a unique opportunity to expand their audience, engage effectively, and attract attention to their products and services.
Some of the key advantages of this platform for businesses include:
- Large Audience: Over 1.7 billion users worldwide.
- High Level of Audience Engagement: Engagement rates are higher than on other social networks.
- Viral Potential: Effective algorithms contribute to rapid brand awareness growth.
- Trend Participation: Joining trends and challenges fosters strong connections with the audience and increases engagement.
- Organic Reach: Initially, attracting the target audience is possible without additional advertising costs.
Effective formats for businesses on TikTok include:
- Hashtag Challenges: Interactive contests encouraging user-generated content with a specific hashtag.
- Influencer Collaborations: Partnerships with popular TikTokers to leverage their influence and credibility.
- Sponsored Videos: Native ads that blend seamlessly into the user feed, appearing more natural than traditional advertising. TikTok’s advertising account offers targeting options based on age, interests, and location, as well as advertising formats like In-Feed Ads and TopView Ads.
TikTok audience
Today, the platform has about 1.7 billion users (including 1.2 billion monthly active users), making it the fifth most popular social network in the world after Facebook, YouTube, Instagram, and WhatsApp.
TikTok boasts a global audience, attracting users across continents like Europe, Asia, and Latin America. The majority of its user base resides in the Asia-Pacific region, the Middle East, and Africa. However, TikTok has also gained significant popularity in Europe, captivating both young people and a more mature demographic.
TikTok fosters a highly engaged user base, with the average user spending an impressive 95 minutes per day on the platform. This exceptional level of engagement makes TikTok one of the most “sticky” social networks.
Users turn to TikTok for a variety of purposes, including entertainment, education, and even news. Some of the most popular content categories include DIY projects, dance routines, lighthearted entertainment, pranks, and fitness inspiration.
TikTok content trends and formats
Some of the most popular formats on TikTok include challenges, music videos, tutorials, and reaction videos.
Every year, new viral trends emerge, captivating millions of users. In 2024, formats like “Curiosity Peaked,” “Community-Fueled Storytelling,” and “#delulu” are especially popular:
- Curiosity Peaked: This format encourages users to discover something new and unexpected. It allows brands and creators to surprise their audience by sharing interesting, sometimes random, finds that spark genuine interest.
- Community-Fueled Storytelling: This format involves users actively participating in creating a story, adding ideas and comments. This fosters a sense of community and co-creation.
- #delulu: This content genre embraces fictional reality, where users express bold, extraordinary ideas with humor and fantasy.
To stay ahead of TikTok trends, it’s crucial to regularly monitor popular sections, follow trendsetters, utilize analytical tools, and experiment with new formats.
TikTok advantages and challenges
TikTok has rapidly emerged as a powerful platform for both users and brands. Its unique features and algorithms have driven significant growth and engagement.
Advantages of TikTok:
- Rapid Organic Growth: TikTok’s algorithm can quickly propel content to a wide audience, allowing for faster growth compared to other platforms.
- Engaged Audience: Users are highly engaged, actively interacting with content and forming strong connections with creators.
- Authentic Content: The platform encourages genuine, unfiltered content, fostering trust between creators and their audience.
- Viral Potential: TikTok’s algorithm amplifies engaging content, leading to viral sensations and rapid audience growth.
- Creative Advertising Formats: TikTok offers innovative advertising options like hashtag challenges and In-Feed Ads, allowing brands to seamlessly integrate into the platform’s ecosystem.
However, TikTok isn’t a one-size-fits-all solution for all companies. The platform requires creativity, flexibility in adapting to rapidly changing trends, and an understanding of video formats. For some brands, especially those targeting a more mature audience or relying on traditional advertising formats, TikTok can be a daunting challenge, requiring significant effort to adapt and create engaging content.
A few words at the end
TikTok has established itself as a leading social media platform, offering unique opportunities for both users and businesses.
For users, it’s a space to find entertainment, inspiration, and discovery. TikTok’s algorithm personalizes the platform, ensuring that everyone can find content that matches their interests and views.
For businesses, TikTok offers an opportunity to reach a vast and active audience, enabling direct interaction through creative formats rarely found on other platforms. The platform provides companies with tools for rapid reach and building emotional connections with their audience. TikTok also offers flexible advertising settings, including targeting options by age, interest, and location, as well as advertising formats like In-Feed Ads and TopView Ads.
In a world where user attention is becoming increasingly valuable, TikTok offers brands a chance to stand out. Whether you want to follow trends, participate in challenges, or promote your business, TikTok provides an opportunity to shine. Don’t miss out on this opportunity – sign up for TikTok or start using it for marketing and promoting your brand.
