With over a billion monthly active users, TikTok has quickly become the sixth most popular social media platform in the world.
It is also one of the social media platforms we spend the most time on – on average, users are in the app for 45.8 minutes per day.
But why is TikTok so popular?
TikTok gives you content you actually want to see
The more exciting and relevant content we see on a social media platform, the more time we spend on it.
While Facebook relies on updates from friends that we care about, TikTok has taken control.
Here, it’s not updates from your friends or the people you follow that appear when you open the app. Instead, the homepage is called “For You”. It’s a discovery page where you see content selected for you by TikTok’s machine learning algorithm.
An algorithm that gets it right 84% of the time, according to users.
That’s why many feel that TikTok is the social media platform where they get the most relevant content.
The app is designed to keep you engaged
While on Instagram you might see a message saying “You’re all caught up”, the “For You” page continues indefinitely. And with videos lasting 15-60 seconds, it’s tempting to keep watching just one more.
Additionally, you don’t need to scroll manually – the next video plays automatically.
TikTok motivates users to create content
On TikTok, there are weekly new trends inviting users to create their own videos. This means that users continuously provide content to the platform and watch tons of videos to see how others have approached the trend.
At the same time, TikTok cleverly keeps the dream alive of becoming a social media star. Unlike Instagram, TikTok’s algorithm does not favor people with many followers, ensuring that your video will be shown on at least a few other users’ “For You” pages.
This means that unknown individuals can achieve success with a video without having a single follower – you can go viral overnight with a 15-second video.
This motivates users to keep creating content for the platform.
As a user, you’re part of a community
On TikTok, you can engage with other users who share your interests within communities. Here, you’ll find like-minded people who are passionate about the same niches as you, whether it’s gardening, puppies, or Harleys.
For many users, the community aspect is a key factor in whether they engage with a social media platform. And TikTok has been highly successful in creating communities that users want to be a part of.
Is TikTok popular among businesses?
There is a clear trend of more and more businesses joining the video platform.
This is partly because TikTok, with its one billion users, has solidified itself as a platform that’s here to stay.
And partly because TikTok is a place where users are more receptive to content from senders they don’t know. A full 85% of users have discovered new products and brands on TikTok.
This creates opportunities for new businesses to establish themselves and for established businesses to reinvent themselves.
At the same time, TikTok has made it easier for businesses to participate through their business page, TikTok For Business, where you are guided on how to create ad content that appears credible and authentic to your target audience.
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