The success of the TikTok mobile application is overwhelming. In April 2020, the social network exceeded 2 billion downloads worldwide. Its popularity has now surpassed Snapchat and Twitter. However, the advertising potential of the application is still underestimated by advertisers. Here are a few reasons that should convince you to integrate TikTok into the digital strategy of your business.
The success of TikTok in a few key data
To understand the extent of this global phenomenon, nothing better than a few figures. If you are still struggling to measure the scope of this video sharing application, here are some data to guide you…
Today, TikTok has 800 million active monthly users and 200 million daily users. Among these users, 2/3 is under 30 years old. Moreover, girls and women are in majority on the application. They would represent between 60% and 65% of the users.
TikTok for companies: a good idea?
Still considered as a media reserved for teenagers’ leisure by many companies, TikTok represents a real opportunity for advertisers worldwide. Some brands such as Asus have already taken the risk to communicate on the platform and the ROI has been very positive.
As often when a new advertising offer is launched, advertisers are initially shy. And that’s precisely why it represents a huge opportunity for brands. At the present time, prices for billboard advertising remain relatively low, competition is weak and advertising pressure against users is limited.
If your company is looking to communicate to the millennials and Generation Z, this is where you need to be. To reach young adults, teens and younger people, advertising on Instagram, Snapchat and Facebook seem to be outdated.
And if using advertising on TikTok may be a good point, making your brand known through sharing your own content on the platform should also be a good idea! Indeed, this way, you can maximize your engagement rate (likes, shares, comments). The contents published on this application are all highly engaging, while remaining easily consumable.
Rate of engagement and influence on TikTok
On TikTok, the engagement rate corresponds to the sum of the reactions generated by a video published on the social network, namely likes, comments and shares, divided by the number of views. This data is particularly useful because it determines the extent to which an influencer is connected to its audience. On TikTok, the average engagement rate in 2020 is 17.5% : this is an excellent score, especially when compared to Instagram’s (2.84%). It is therefore understandable why brands urgently need to include TikTok in their influence marketing strategy.
