TikTok is the world’s fastest-growing social network, with more than 500 million active users and over 80 million downloads in the US alone. It’s an app where users share short 15-second videos.
Back in 2018, the app Musical.ly was acquired, and TikTok absorbed its 100 million users. On TikTok, you’ll often find short videos where users lip-sync or dance to music.
But it has also become a popular platform for marketing—especially for D2C companies. For example, the fitness brand Gymshark has more than 2 million followers on its channel.
Why has it become so popular?
That’s a question I hear again and again when we talk about TikTok. Why on earth has it become so popular?
If you’re not an active user, it might seem like a superficial app. But TikTok uses some very “clever” tricks to keep users engaged. For instance, the next video automatically starts in your feed. That way, you don’t have to actively choose to keep watching.
On top of that, the algorithm is often very good at showing you relevant videos, keeping you watching much longer than you intended.
And finally, it’s very easy to create and publish content yourself.
Who uses TikTok?
Although the core audience is young people under 24, we’re seeing major brands, influencers, and celebrities like Jimmy Fallon, Lizzo, and Ariana Grande using the app as a regular part of their day.
So, it’s not just an app for the younger crowd. As a marketing platform, it’s one of the most interesting places to look right now.
How do I download TikTok?
You can download TikTok by going to Google Play or the App Store and clicking download. The app will be installed on your phone, and you’ll need to create a user account. Shortly after, you’re ready to go—and can create your first video.
Should my business use TikTok?
This is a very relevant question. But the answer is more or less obvious.
Should your business be on the world’s fastest-growing social media platform?
If you’re ready to engage in video marketing and you run a D2C business, then YES. This is a huge opportunity to ride a wave that doesn’t seem to be going away anytime soon.
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