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The social media app TikTok seems to have exploded out of nowhere with more than 1 billion downloads in its first year. With such tremendous growth, it’s no surprise that marketers are wondering if it is beneficial to advertise on TikTok. Let’s unravel the mystery of how to use TikTok and determine whether the platform is worth including in your brand's social media strategy.

What is TikTok?

TikTok is an app for recording, editing, and sharing short videos. TikTok videos are usually up to 15-second loops, although the stories-like videos can be up to 60-seconds and they can include music overlays, sound effects, and visual effects.

Most videos showcased on the platform are comedic stand-up routines, pranksters, dancers, fashion and makeup experts, amateur cooks, and other talents.

Every TikToker has a profile page, and this highlights the videos they’ve uploaded. And like other social media apps, you can follow and be followed by other users.

Of course, it did not take long for the app to be the place for social media influencers to share videos featuring their favorite products and brands.

Who Uses TikTok?

Most TikTokers fall into the Generation Z category, with 66% under the age of 30 and 23.4% of users between ages 31-35. Once celebrities and comedians saw how popular TikTok was among young adults, they began to use the app themselves – mostly notably, Jimmy Fallon. His #tumbleweedchallenge led to more than 8,000 submissions and 10.4 million engagements.

How to Use TikTok as a Brand?

Brands are also starting to take notice of the new social media app. Companies like Chipotle, The San Diego Zoo, and Guess are reaching and engaging new audiences on TikTok. Guess created the #InMyDenimChallenge, which encouraged TikTokers to film a music video while wearing the brand's new denim line.

Should you Advertise on TikTok?

Incorporating TikTok as part of your social media strategy not only allows you to reach a younger audience, but it also shows a fun, lighter side of your brand that is not often seen.

Because campaigns to advertise on TikTok are just being launched, they are not yet at the same caliber as other social media advertising opportunities. Therefore, your TikTok strategy should focus more on building brand awareness, rather than driving leads or website traffic. Although, at the rate TikTok is growing, I am sure it won’t be long before TikTok expands its advertising capabilities.

TikTok has created an opportunity for businesses to showcase unique content and create brand awareness. When in doubt, look to brands like those mentioned above for ideas and inspiration on how to use TikTok, or contact the team at THAT Agency. We help brands develop and execute successful social media strategies everyday.