Why TikTok is the New “Must” for Marketers in 2022

Why is TikTok essential for marketers to reach their audience? Are you wondering how to use the new trending platform to improve social media performance? In my blog, we dive into the deep waters of TikTok to review platform statistics and behaviors to help marketers gain insight into the ever-growing, popular new platform.

While many view TikTok as the newest, trending platform for younger Gen Z, the app offers a variety of content and a sense of community that opens the door to more significant demographics and marketing strategies. TikTok offers short-form videos on its mobile application that serve as entertainment on a user’s “for you page,” or FYP. While the platform is widely known for its famous "TikTok dances" and short funny, entertaining clips, the app offers new ways for marketers to reach and engage with its audience by showcasing the products, services, and features companies offer in short, storytelling videos.

General TikTok Stats & Info

1. TikTok has 1 Billion Monthly Active Users in 2022 and 656 Million Downloads

TikTok continues to be the number-one growing social media platform for Gen Z and Millennials, with vast access to key audiences and demographics. While most TikTok users use the platform for entertainment purposes, the platform serves as the top app for consumer spending. In 2021, consumer spending on the platform increased by 77%, with overall users spending $2.3 billion using TikTok, compared to the $1.3 the year before (Cyca, 2022). With over a billion monthly active users, the platform users average 858 minutes per month from scrolling the application and 167 million videos watched per minute on TikTok (Geyser, 2022).

2. TikTok is the 6th Most-Used Social Media Platform in the World in 2022

While TikTok is a relatively new, trending platform, the app ranked 6th globally behind Facebook, YouTube, WhatsApp, Instagram, and WeChat in 2021 (Cyca, 2022). The platform also offers cross-channel marketing and communication, with many TikTok users being highly active across other popular social media platforms, such as Facebook and Instagram.

Users between 18 and 34 use eight platforms every month, with reports showing the age group on TikTok using Facebook, Instagram, and YouTube for cross-channel social media activities (Cyca, 2022). TikTok was also the most popular overall app download globally in 2020 and 2021 while being offered in over 150 countries (Geyser, 2022).

3. TikTok is Consider Controversial in Older Demographics

Within the United States, there has been continuing controversy over TikTok among rumors of privacy concerns, unsafe addicting behaviors, and inappropriate content on the platform. While many privacy concerns and leaked user information were squashed by the application being bought out, many older demographics and parents are still concerned about the app's usage by younger generations.

In the United States, 34% of adults have unfavorable opinions of the platform, compared to 37% who have favorable views about TikTok (Cyca, 2022). According to reports, TikTok is more controversial and skeptical compared to other social media platforms by older audiences. While TikTok has announced statements and updates to address concerns, many parents and older demographics still believe the platform fosters violence, inappropriate behavior, and other harmful content.

Best Marketing Practices for TikTok

1. Use Storytelling Elements to Highlight Products/Services and Customer Experience

TikTok allows marketers to complete a short-lived story within seconds or minutes on the platform with the chance to go viral, which sends the clip across many users "For You Pages" designed by TikTok’s algorithm. Storytelling is essential for brands to stand out and become memorable against the competitors on the platform and the millions of videos scrolled through daily.

Marketers must develop and tell a complete story within 15 seconds or less to capture users' attention. To create a niche and defined target audience for the algorithm, marketers focus on the entire video experience to stick out from other creators or brands. When developing a storyline for TikTok, marketers must focus on crucial storytelling elements, including the problem, agitation, solution, and outcome (Stelzner, 2022). The video caption should encompass the storyline through a short one-liner that is effective, catchy and uses trending hashtags for moving up the algorithm.

2. Practice Quality over Quantity

While frequently posting is essential for social media platforms and user reach, practicing quality over quantity is critical to providing thoughtful, compelling content to reach your target audience. I do not mean video quality with a fancy camera when speaking of quality. The quality of the content is what matters here. Make sure the content is memorable and provide a story to keep the viewers engaged instead of scrolling to the following video. Again, frequently posting videos on the platform will improve reach and awareness; make sure the content is compelling and something you're proud of!

3. Incorporate Popular Trends and Sounds Used on TikTok

By using popular trends and sounds on the TikTok platform, marketers have a better chance to conquer the algorithm and end up on the "For You Page" of many users, including their target audience. Using popular trends with a twist that fits your business shows creativity and storytelling to capture users' attention. TikTok users are more engaged and active when watching or participating in popular trends. Don’t be afraid to incorporate these trends into your TikTok marketing strategy to score points with viewers!

Try these tips when incorporating TikTok into your social media marketings strategy. Comment below or email me at grace.martin@email.saintleo.edu to share how you are using TikTok for your marketing, how these tips helped you, and your experiences with the platform. Also, join me for my next blog, where I will be discussing the usage of user-generated content for social media.

References

Cyca, M. (2022, March 9). 24 important TikTok stats marketers need to know in 2022. Social Media Marketing & Management Dashboard. Retrieved March 26, 2022, from https://blog.hootsuite.com/tiktok-stats/

FreePNGLogos. (2022). TikTok Logo. FreePNGLogos. Retrieved March 20, 2022, from https://www.google.com/imgres?imgurl=https%3A%2F%2Fwww.freepnglogos.com%2Fuploads%2Ftik-tok-logo-png%2Ftik-tok-how-use-tiktok-create-cool-videos-with-iphone-14.png&imgrefurl=https%3A%2F%2Fwww.freepnglogos.com%2Fpics%2Ftik-tok-logo&tbnid=Yd8bhbFKT0OFUM&vet=12ahUKEwj2no3_ndX2AhVIMN8KHWRnDZ0QMygFegUIARDLAQ..i&docid=0M4qOziR-uQ5gM&w=800&h=450&q=tiktok%20logo&client=safari&ved=2ahUKEwj2no3_ndX2AhVIMN8KHWRnDZ0QMygFegUIARDLAQ.

Geyser, W. (2022, February 15). TikTok statistics – revenue, Users & Engagement Stats (2022). Influencer Marketing Hub. Retrieved March 26, 2022, from https://influencermarketinghub.com/tiktok-stats/

Grajales, A. (2020). I Went Viral on TikTok. World Economic Forum. Retrieved March 24, 2022, from https://www.weforum.org/agenda/2020/01/tiktok-viral-social-media-millennials-centennials-internet/.

Smith, K. (2021). Most Viewed TikTok Video on TikTok? https://www.popbuzz.com/internet/viral/most-viewed-video-tiktok/. Retrieved March 26, 2022.

Stelzer, M. (2022, March 17). Tiktok Storytelling: How to stand out from the crowd: Social Media Examiner. Social Media Examiner | Social Media Marketing. Retrieved March 26, 2022, from https://www.socialmediaexaminer.com/tiktok-storytelling-how-to-stand-out-from-the-crowd/

TikTok. (2022). About: Tiktok - real short videos. TikTok. Retrieved March 26, 2022, from https://www.tiktok.com/about?lang=en