TARGET AUDIENCE

Although the platform has a large base of younger users, the app is just as popular among young adults and middle-aged users. According to statistics, 25% of TikTok users are between the ages of 10 and 19. Those in the 20 to 29-year-old age group make up 22.4% of the platform's user base and the 30 to 39-year-old age group makes up 21.7% of the total TikTok audience.

Furthermore, 20.3% of users are between 40 and 49 years old. The remaining 11% of people are over 50. So if your assumptions about the platform's demographics have kept you from using TikTok, these numbers prove that the platform's audience is much more diverse than you think!

HOW OTHERS DO IT

Ryanair was one of TikTok's early adaptors. Those who haven't seen their videos are probably expecting very serious content. Surprisingly, the airline uses its account to make videos that fit the platform perfectly, making funny and topical TikTok's. Ryanair does not take itself or other airlines too serious on TikTok and therefore often mocks other airlines. Here is a small sample of the lighthearted content Ryanair posts!

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HOW TIKTOK CHANGED OTHER PLATFORMS

Instagram

Instagram has introduced interactive features such as video, stories and live, to compete with the efforts of other social media platforms to engage with younger audiences.

But the most prominent move in this direction is Reels. Due to the immense popularity of TikTok, Instagram was forced to take a step in the same direction as TikTok; 'adapt or perish'. Reels were launched in the summer of 2020. Reels allows users to create and view bite-sized fun videos. They can consist of multiple clips of up to 30 seconds.

YouTube

YouTube has created a dedicated Shorts section that rivals TikTok's bite-sized videos. Users can scroll and watch the short videos directly from the YouTube app. Shorts offers the opportunity to discover other clips that also use the same songs or sound of the currently displayed Short.

Snapchat

Snapchat was also forced to take a step in the same direction as TikTok under the guise of 'adapt or perish'. So Snapchat stories have changed to a similar feel and look as TikTok, allowing you to skip stories by scrolling down.

Facebook

Facebook is the platform that has perhaps lost the most with the rise of TikTok. It has tried to create some features that fit the latest trends for younger generations, but haven't had the same success as "younger" platforms like Instagram, Snapchat and TikTok. The most well-known adaptations within Facebook are live streaming and a TikTok-like scroll function while watching videos.

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OUR STRATEGY

Don't be afraid to experiment with TikTok. There aren't that many standards, formulas or rules about what works and what doesn't. If you think something is interesting or funny, try it and see if it gets likes, comments or shares.

Engage with your audience. Between challenges, duets, likes, comments and shares, there are plenty of ways to connect with other TikTok users, even if you don't know them. Try to think of videos, challenges or duets that aim to communicate with others. As with other platforms, the more you interact with people, the more your fan base will grow.

Don't shy away from promoting your products, but make sure you do it in a creative way. Try tutorials, how-to's and practical content that showcases the best parts of your products or services. 

Another way to get content is to use UGC, User Generated Content. TikTok is a platform where you can (through the convenience of the duet feature) get user generated content very easily. This is a very attractive way for a brand to advertise themselves, since consumers trust user generated content a lot more than brand generated content.

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DO YOU WANT TO BE A frontrunner IN THE MARKET?

If you want to know more about how to create digital fans through TikTok, please contact nienke.helthuis@kemari.digital for more information!