Should I invest in TikTok as a company or not?

TikTok is one of the most used social media networks in the world right now. It has been growing more and more and it is a social network that companies and marketers should be aware of.

Many marketers are debating whether or not to bet on TikTok. And, those who think about doing so, are not sure how to profitably define the strategy for their business.
In this article, we will talk a little bit about the application, how it came about, your target audience and what type of company you can benefit from adding TikTok to your marketing strategy.

Brief history
TikTok was created by a Chinese company called ByteDance. Before TikTok, the company created an application called Douyin (create and share short videos) and a popular news platform called Toutiao.
The application was a success in the Chinese market, so the developers of ByteDance decided it was time to launch the application in the global market. In a strategic move, ByteDance bought, a similar music application, and combined the two apps on a single platform and named it TikTok.

What is TikTok
The idea behind TikTok is to create short, short videos to share on the app's news feed. Users can create clips lasting 3 to 15 seconds or clips lasting up to one minute while using popular songs available in the app.

Like Instagram and Snapchat, TikTok videos use a vertical format. When viewing posts in your TikTok news feed, all video posts occupy most of the device's screen. This creates a much more engaging user experience.

Who uses TikTok?
Most people think that TikTok was aimed at Generation Z and Millennials and that everything they do is making short, funny videos.

Statistics show that 66% of TikTok users are under 30 years old.

Although the majority of users of the application are younger, there are still some older users of TikTok out there.
Therefore, TikTok can be used to generate exposure of its products, if it is targeted in a younger demographic group.

TikTok and marketing strategies
Any communication network that has numbers similar to those of TikTok should receive the attention of companies.

For companies to exploit this social network, they must be careful.

Firstly, it is necessary to analyze the compatibility of the age group of the brand's target audience and the age group of the network's audience.
However, if your company has a more formal profile, with an older target audience and with more serious characteristics, investing in this platform may not bring the expected results.

Always keep in mind that age is not a limiter.

Influencer Marketing
For companies, working with a major digital influencer on YouTube can represent a significant cost.

As TikTok can still be considered a novelty, trying to use the power of influencers in this network is an excellent idea.
There is a concern about not making the space a focus on ads and, thus, scaring the public. This concern makes a lot of sense, even for the public it concentrates. However, we must keep an eye on this novelty so as not to miss the opportunities it presents!

Carolina Teixeira

Digital Marketing Technician at Filipengine - Information Systems.

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