It’s now more likely that someone is on TikTok than on Google.com.
That’s right — TikTok has beaten Google.com to become the most popular web domain in the world. That doesn’t mean, however, you should be panicking as a brand or organization if you’re not using TikTok. But it’s an opportune time to understand what makes TikTok unique and consider if it makes sense for your overall communication strategy.
What is TikTok?
TikTok is a social media platform where you can create short lip-syncing and dancing videos with popular songs, remix tracks, browse music, and create and share other short videos using the platform’s filters and effects.
Who’s on TikTok?
The short answer: mostly young people with the majority being female.
Almost 50% of TikTok’s global audience is under the age of 34, and 26% of all TikTok users are between the ages of 18 and 24.
TikTok reports that its users are roughly 60% female and 40% male. The company also claims the average TikTok user spends 52 minutes per day on the app.
Should your brand/organization be there?
While TikTok has become a destination for many, those on the platform are leery of being “marketed” to by brands. It certainly can be a place to connect on an authentic level, but young people are keen to brands trying to “hack” the platform to reach them.
In other words, being on TikTok makes sense to engage with that audience as part of an overall communication strategy but not as a new place to forcefully push a message.