This year, TikTok has undoubtedly made huge waves in the social media space in Singapore and across major cities around Asia and the world.
But as these cities went into lockdown, millions of people were left to cope with social isolation and stay-home notices, resulting in a whole population being left bored in the house and in the house bored – and what better (and safer) way to forge new connections than creating fun, trendy content!
In March 2020, as the virus proliferated and more disruptions were caused, TikTok broke the record for the most app downloads in a single quarter with almost 115 million downloads. According to the latest reports, TikTok has amassed over 2 billion downloads across the App Store and Google Play.
While some marketers may debate its longevity as a social media platform, major brands and even governments are now incorporating TikTok into their digital marketing campaigns and there is increasing evidence to support their case.
Great searchability and discovery
Similar to Instagram, TikTok utilises a predictive algorithm that searches for and recommends users content based on their interests, connections, and previous engagements.
Brands can strategically leverage TikTok to help them optimise their profile discovery with the use of hashtag strategies, engaging content, and effective calls to action.
Rapid adoption across different age groups
TikTok has a large base of active users which holds a great amount of untapped potential. There are currently approximately 800 million TikTok users worldwide and 90% of which access the app multiple times daily.
While the majority of its user base is aged between 16 and 24, reports estimate that the platform is rising in popularity for users aged between 25 and 35 especially in China, Indonesia, and Malaysia. It is not uncommon for grannies, grandpas, uncles and aunties to be creating fun content on TikTok these days!
A highly-engaged audience
With its algorithm, TikTok makes it easier to engage with potential customers.
Variety of trends and opportunities for influencer marketing
With the massive amount of content being uploaded daily, there are always new trends that brands can leverage to suit their brand identity and image.
In the past year, the platform has also given rise to new content creators and influencers. By sourcing for the right profiles for partnerships, brands have the opportunity to reach new audiences and raise greater awareness.
As one of the fastest-growing social media platforms globally, TikTok has surpassed its reputation as simply a placeholder for Vine and subsequently Musical.ly. Today, the platform stands shoulder to shoulder with established giants like Instagram, Facebook, Twitter, and Youtube; presenting brands and businesses with a new platform to extend their marketing efforts.
