It’s no surprise that social media marketing is guided by trends. From Snapchat to YikYak and Vine, it seems like the next big platform is always right around the corner. So, how are brands supposed to know when an app really will redefine the future, and when it’s just a flash in the pan? The answer lies in finding the synergy between the micro-trend and macro consumer needs. That’s where TikTok -- a Chinese-made app previously known as Musical.ly -- gets it right.
TikTok is leading the charge for short-form mobile videos. Complete with a variety of editing tools and filters, the app empowers users to upload videos directly from their mobile phones. The app answers consumers call for compelling, personalized, and effortless video content. Case in point, research shows that 80% of all online traffic will be video by 2020.
According to a report from Sensor Tower, TikTok has already passed six million users in the United States. And the app shows no signs of slowing down. TikTok is now available in over 150 markets and in 75 languages. Globally, the app, whose Chinese version is called Douyin, had 500 million monthly active users as of July, making it bigger than Twitter and about half the size of Instagram. Another clear sign that TikTok is a disruptive force: Facebook is trying to compete with the creation of a similar, though not nearly as popular, feature.
TikTok’s inherently fun, lighthearted nature seems to be especially popular among two much-sought-after generations for marketers: Gen Y (or millennials, 1980s to the mid-1990s) and Gen Z (or Gen Blend, mid 1990s to early 2000s). However, TikTok is also beginning to catch on with adults, including celebrities like Jimmy Fallon.
Browse the app for even just a couple of minutes, and it’s clear why users can’t get enough. The 15-second user-generated videos are refreshingly raw and downright entertaining. Just take a look.
Many of these videos capture creativity in a way that transcends language, culture, and geography barriers, making them highly shareable and ripe for virality. This represents serious opportunities for brands looking to reach a larger and more diverse global audience.
Needless to say, TikTok is more than just another trend. It is a technological transformation that will undoubtedly impact consumer habits and behaviors. To help marketers stay ahead of the curve, Social Native is excited to announce the launch of TikTok Influencer Marketing.
We’ve built a pool of diverse, experienced TikTok users who can deliver high-volumes of custom videos on demand. Brands simply complete a short questionnaire regarding their content preferences and needs. Our automated system then identifies and activates talented, relevant creators to begin generating branded videos to fuel TikTok campaigns. Currently, TikTok has no paid ads, which gives forward-thinking brands the opportunity to make their marketing messages stand out by working with influencers on the app.
Now is the time to tap into the power of popular culture and emerging technologies to further your brand goals. This isn’t about brands talking at your target audiences, it’s about meeting consumers where they are now -- as well as where they might be in the future. Brands that adopt emerging technologies will have the momentum and foresight to continually strengthen and deepen relationships with consumers. It’s time to join the next evolution of influencer marketing: TikTok.