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New Platform of the Month: TikTok

Launched in September 2016, Tik Tok’s popularity has increased exponentially in the last year. A study conducted by Oberlo explains that the video creating and sharing app has over 800 million active users with over 1.5 billion downloads. Though its first billion was only reached two years after its initial launch, it only took Tik Tok eight short months to gain half a billion more. This rapid rise is impressive and shows absolutely no signs of stopping.

With 41% of its users are aged between 16 and 24 years old, the app is definitely engaging with the younger demographic. It truly shows how social media can continuously change the way we view culture, media, and music. Tik Tok has revolutionized how we consume media— quick short videos, comedy skits, music videos, viral dances that take the world by storm. 

On average, active users spend about 52 minutes on the app per day. 90% check the app multiple times daily, 68% of users watch other’s videos, and 55% create and upload their own. With over 1 billion videos viewed daily, Tik Tok has found its home as a video content king.  Shared overall social media platforms, views on Tik Tok’s are going up, new content is being uploaded daily, and brands now have the opportunity more than ever to utilize this.

Amidst the COVID-19 pandemic, the app’s downloads and screen time have exponentially increased. Along with the rise of influencers and consumers on the app, celebrities have also taken to the app to create content, dance routines, promoting new music, etc. The promise of instant fame and instant number one songs is mainly due to the quick circulation and sharing from its users. 

Debra Aho Williamson, a principal analyst for eMarketer, explains: “It’s a very interesting position to be in for TikTok right now, because the videos are generally pretty light, humorous, fun and easy. And with all of the negative news that people are hearing on a daily basis from other media, Tik Tok is something different, and I think people need that right now.” Downloads of the app have increased by 65 million just in March and marketing researches say it will only increase as we are ordered to stay at home more.

And in a time of devastation and endless stress, Tik Tok has pledged to be more than just a social media app that we can scroll through to pass time or forget about what’s going on just for a moment. Tik Tok recently pledged $375 million in COVID-19 relief efforts specifically provisioning half for medical staffing, supplies, and hardship relief. Proving the app is contributing to aid, Tik Tok has also pledged $125 million in advertising sales for relief as well.

Tik Tok’s appeal is growing daily for users and its engagement numbers are higher than ever. Snipped and short-form video content is highly popular among younger demographics, and now due to the pandemic, reaching far into older demographics as well. Utilizing and shifting your brand’s focus to creating content for Tik Tok is extremely important in how we move forward today and the rest of 2020. Whether you’re trying to achieve viral fame or quick circulation of user-generated content, this app is not only the new platform for the month but the most effective for your rise to success.

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