Why is TikTok so Powerful for Brands?

If you are just waking up to the success of the social media app TikTok, you are in for a big surprise. The most downloaded app of 2020 has a growing user base of over 880 million people worldwide, as it provides marketing opportunities that can take almost any business from rags to riches in no time.

Today, we look at why TikTok is so powerful for brands and how ignoring it can leave your business far behind the competition.

What is TikTok?

TikTok is an iOS and Android media app that enables users to create and share content. It first saw the light of day in 2016, in China, under the name “Douyin”. A year later, tech company ByteDance launched it in the rest of the world under the name “Musical.ly.” In August 2018, it was rebranded as TikTok, but it didn’t rise to global popularity until 2020.

In the year of the COVID-19 pandemic, TikTok served as the favourite way to kill time in lockdown for millions of people worldwide. The app targets the Gen Z demographic, mostly young people between 16 and 24 years old. However, since its rise to stardom, many celebrities have joined the ranks of “TikTokers,” and brands everywhere followed suit.

tiktok brands

Why is TikTok so Popular?

Contrary to other social media networks, like Facebook and Instagram, which “push” their users to showcase their lifestyles, TikTok pushes them to entertain. TikTokers use the app to film themselves dancing, singing, or acting. They can choose between 15, 30, or 60-second videos in which they can record their own audio or pick a tune to overlap the clip from the immense TikTok music library.

This short-form content is up to the liking of teenagers, the youngest demographic of social media, who lack the patience to watch longer videos. Furthermore, it enables any of them to become their own brand and shoot for the stars.

Related: Social media trends you need to know in 2021

Why is Marketing on TikTok so Powerful?

Some of the TikTok influencers managed to lure more than 60 million users throughout 2020 only by performing short entertainment acts. There is a high demand for this kind of user-generated, homemade entertainment, and big brands end up paying as much as $40k on a single post on the channel of such powerful TikTokers.

Most brands have become aware that Generation Z has zero patience and hates advertising. They will not waste a single second to view an ad before watching a video. Instead, they scroll down to the next one out of the millions of clips.

So, when a business starts a marketing campaign on TikTok, it employs a popular influencer to subtly include its products in their entertaining short video. This way, the brand gets the seal of approval from one of the most trustworthy TikTokers in the community. Viewers approve of it too, and social proof and brand awareness increase significantly.

The bottom line is that every generation has an intense infatuation with an app. Generation Z, which consists mostly of teenagers, is in love with TikTok, but soon they will become the highest-spending consumer demographic. If you want them to buy your products then, you have to start appealing to them now!