During these weeks of confinement we are witnessing the relevance of Social Networks in the movements that are happening among the population. From solidarity initiatives to mass calls to fun challenges that emerged almost entirely from Tik Tok.
If you are preparing a campaign for young people, Tik Tok is essential in your planning.
Tik Tok has been one of the most downloaded Apps ahead of Facebook, Instagram, Youtube or Snapchat. The social network that has surprised us all from the beginning. We thought that after IG it would be difficult for something to become “revolutionary” again but Tik Tok has achieved it in a few months. Both in China where it maintains its original name Douyin and in the rest of the world as Tik Tok we see that the phenomenon will not be something ephemeral. Its commitment to short-duration audiovisual content, support for technological developments to facilitate video editing and application of effects, but mainly AI offering users what they want to see, have been the keys to its success. On the one hand, they have known how to “listen” perfectly to the younger generation and their tastes and needs when communicating.
On the other hand, the AI application makes it easier for users to navigate by making available the videos that interest them, which ends up catching and hooking those users.
Figures such as having more than a billion
B2B Email List downloads and millions of active users per month are surprising. As a significant fact, it reached more than millions of daily active users in the years since its launch, something that IG took years to achieve.
In Spain we already have almost millions of active users per month with minutes per day dedicated to this network. In the US there are already millions spending more than minutes a day.
Although the bulk of the age is concentrated between and years old, we must take into account the growth of the network in more adult targets in some countries. In the coming months we will surely see how the age profile expands. In fact, these weeks of confinement are already indicating this trend...
The contents have been diversifying. Although it started and remains primarily a music content network, it has expanded to comedy, sports, etc.
Here is actually the real challenge for brands who must understand how to reach users in a fun way, attract their attention but also leave freedom for the interpretation of their challenge, using an effect, etc.
Tik Tok is key to reaching the youngest target but it will be increasingly interesting to reach more adult targets.
As we mentioned at the beginning of the article, these weeks of confinement have only increased the data: + increase in daily active users
+ daily video viewing + increase in users who create content.
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