In the past few years, video consumption on mobile phones has become mainstream as broadband mobile internet is readily available. Although all of the social media channels now support video, what makes TikTok content so popular that TikTok videos make their ways to other channels?
The difference with TikTok is that TikTok shifted video production into being a social activity, blurring the line between the consumer and the producer.
Getting More Users to produce Video Content
A popular term with social media is User Generated Content (UGC). All social media channels are made up of content that’s generated by its users, just like TikTok. The difference with TikTok’s user generated content lies with the way the content is produced. TikTok allows users to co-create, allowing users to create their own media where other users can produce their own pieces of content on. This encourages more users to produce on the channel and it’s reshaping the video sharing market by encouraging more and more users to be video producers. So how does TikTok achieve this?
User Generated Content vs. User Generated Media
TikTok is made up of User Generated Media (UGM) along with User Generated Content (UGC). User Generated Media are pieces of content with a low imitation threshold.
You may be asking; what are examples of UGM’s on TikTok and how do they encourage more users to produce content?
The above is an example from the collection of thousands of pieces of content that were created in the same format – the album cover challenge. Each of these videos shows users recreating an album cover photo in their own way, using apparel they already owned (easy production). They all use the same music and the same transitions. Each user adds their own spin by adding some on-screen text, associating that with the name of the album.
Lip-syncing is huge on TikTok. Many users just shoot their version of a video by using the same audio and lip-syncing over it. Above is a popular example of a user, whose account is made of videos of her lip-syncing excerpts from President Trump’s speeches. One of her videos even reached over a million views.
Many pieces of audio on TikTok help users create content. Users are inspired by watching what other users created with the same piece of audio, and so they create their own.
The audio functions as a place holder for adding the pieces of video, marking the change of emotions in the story telling of the whole piece.
Users tell their stories by adding on-screen text and acting in the video. These audio pieces allow users to add over a certain number of video clips. Users can easily express themselves by adding the video associated with the emotion conveyed by the audio, and adding on-screen text on the videos.
The UGM culture in TikTok allows a much higher percentage of users to be producers, compared to other video-only platforms such as YouTube. When compared to Instagram, Instagram users are much more likely to post carefully edited images rather than the much raw-looking videos on TikTok. The UGM culture also increases the engagement in terms of likes, comments and shares. Many users who are also producers themselves take a joy in engaging with other producer users.
TikTok content makes its way to other channels much more easily. There are even examples of TikTok content that have attracted much more attention on a secondary platform than it did on its original platform.
For example, the TikTok video above created by comedian Sarah Cooper originally received several hundred thousands of views on TikTok, however, it garnered over 6 million views on Twitter.
TikTok’s User-Generated Media culture allows more users on the platform to be producers rather than just staying as consumers. The same culture also increases the engagement of users with each other and increases the likelihood of virality of the content. For this reason, the time spent on the app increases and it may likely steal screen time from other social media platforms.
With the best quarter for any app ever in Q1 2020 and surpassing 2 billion downloads globally, TikTok is the latest of the mainstream social media apps. You may be asking, what is TikTok? Who is on it and how can brands use it?
As an overview, here are some important TikTok statistics you should know:
1. TikTok is now the sixth largest social network in the world. It has 800 million monthly active users.
3. Monthly active users in the US were reported to be 28 million in November 2019, we estimate this amount to be over 80 million after the surge in the app’s popularity during the COVID-19 lockdowns.
4. TikTok has not disclosed the number of active users in the UK specifically. However, there are several TikTok influencers in the UK that have over 10 million follower counts.
5. According to a leaked TikTok pitch deck, the average American user opens the app 8+ times and spends over 46 minutes on the app daily.
What is TikTok?
TikTok is a short-form mobile video-sharing app, as described on their website. It allows users to record, edit, and share videos while watching what other users created.
The Content on TikTok
The range of content on TikTok is diverse. The users on the app create videos of a length of 15 seconds up to a minute. Typical content found on TikTok is as follows:
· Users acting, playing short scripts of jokes.
· Dance videos
· Lip syncing
· Artists such as comedians, photographers and painters showcasing their skills.
· Pet videos
· Cooking videos
· Educational videos
Along with many more.
The FYP Page
TikTok’s homepage is called the For You Page. The FYP is described as an “endless stream of short videos that feel personalized just for you” on the app’s page on the App Store. The FYP is algorithmically personalized for each user based on the user’s past engagement, interests and demographic. The users don’t need to follow anyone on the app, the algorithm populates the FYP page automatically.
Thanks to the algorithm, the FYP shows popular videos to millions of users and keeps other videos to very limited audiences. The number of views a video gets on the platform may change from as low as 50 views to hundreds of millions. In fact, there is a record holding video that hit a view count of 1.7 billion views.
How do users engage with one another?
Users on TikTok can like videos, comment on videos and share videos. Users can share videos on the app, or across different platforms on apps like WhatsApp, Instagram or even Twitter.
Users can even use the same soundtrack, record reaction videos or duets with one another.
User with over ten thousand followers can do live video sessions, where they can interact with their followers on a more personal basis.
Video Editing, Effects and the Music Library
TikTok has over a hundred effects, transitions and stickers. Users can use these tools to make their videos more engaging, more creative and express their feelings or a story.
TikTok has a huge licensed music library. Users can add the music over to their video or dance over the music. They can even incorporate the lyrics into their story play.
Each user has a TikTok profile page. On this page, the number followers and the number of accounts followed are shown. Users can add a link to their Instagram and YouTube account on their TikTok profile.
If you like a video on your FYP page, you can go to the creator’s profile page, follow them and watch other videos they created.
How is TikTok different from other social media apps?
Tiktok is different than Facebook or Instagram as it puts the focus on creativity rather than being social. As described by Josh Constine of TechCrunch, TikTok created a new category of social apps – social entertainment, rather than competing with other social media apps.
Unlike Instagram, TikTok isn’t about sharing what you’re up to on spontaneously captured stories. TikTok is about entertaining your audience – and whatever that takes. To get a piece of TikTok fame, ordinary people from all around the world invent characters, create storylines and act.
Who uses TikTok?
TikTok has reportedly over 800 million monthly active users in the world. TikTok is available in 150 countries in the world. TikTok has the most users in India, followed by China and the US.
According to a leaked TikTok pitch deck dated 2019*, the audience stats are as below:
· Age 16-24: 69% vs Age 25+ 31%
· Female 60%:40% male
· Android 46% – Apple 54%
· Age 13-17: 27%
· Age 18-24: 42%
· Age 25-34: 16%
· Age 35-44: 8%
· Age 45-54: 3%
· Age 55+: 4%
*The current data is not readily available. However, we estimate that the average age of the user base has grown, as the older generations started adopting the app.
Rise in TikTok’s Popularity During Covid-19 Lockdowns
By November 2019, TikTok already hit 1.5 downloads worldwide. At that point, the growth came from countries such as India and Turkey. The app also had 28 million users in the US. It started gaining traction by the promise of fame, as some users such as @charlidamelio had already over 10 million followers. Luring in many more users, especially from the Gen-Z population, the app continued its growth in to 2020, when something much unexpected happened: COVID-19 lockdowns.
As the COVID-19 breakout caused many major cities around the world to be under lockdown, the interest in TikTok grew. Check out the graph above taken from trends.google.com showing the interest in worldwide searches containing the keyword, “tiktok”. The leap on the graph coincides with the dates lockdowns around the world started.
Lockdowns were great for TikTok’s organic growth, as it kept different generations under the same roof for extended periods of time. Empty nesters had their households full again as college students went back home. It wasn’t long before there were several videos showing parents with their kids doing their takes of popular TikTok dances.
At the same time, millennials started discovering the app and started flocking to the app. #millenial got over 1 billion views.
How can Brands use TikTok?
There are three main ways brands can use TikTok:
1. Building a page on TikTok and posting videos
2. Paid ads
a. Performance marketing
b. Brand marketing
3. Influencer marketing
Building a TikTok Page for Your Brand
Due to the nature of the platform, great and well-crafted content can reach millions. However, creating great content for TikTok is a challenge.
TikTok is a platform where having a great number of followers does not guarantee great reach. If your content doesn’t gain attention from viewers it will surely “flop” (a term used by TikTok creators to describe videos getting very little views).
Using existing assets to create TikTok content
The branded content you use on your Instagram page or Facebook page won’t work on TikTok. TikTok context is entirely different than that of IG’s and FB’s.
A brand may boast their product’s function or benefits in Instagram and gain reach to their followers, but that same content in TikTok may get as little as a few hundred views. TikTok is a platform where people tune in to be entertained.
In order to reach hundreds of thousands of viewers on the platform, you will need to repurpose your existing assets to include the entertainment element. Your content needs to show the fun side of your brand.
You can also create new content by having your brand hop on one of the ever-changing trends on TikTok. Every week a new trend, challenge or song is popular on the app. You can create content adapting to these trends and maintain a fresh, up-to-date brand image on the platform.
Watch below a piece of content by Boss, where they showed the fun side of the brand by surfing in a suit:
TikTok has a self-service ad platform just like Facebook and Snapchat. The ad platform is pretty new and it has a lot of catching up to do to get on the same level of functionality like that of Facebook’s. However, we have seen that it is quickly developing by adding new features onto it every day.
The ad platform lets you run ads in the in-feed video placement of the TikTok app. The platform also has a few more placements from other media channels ByteDance, TikTok’s owner company, has. The ads are 5-15 seconds long, auto-play, and audio-on. The ads are designed to feel like native advertisements. This is accomplished by the ad looking just like another video in the feed and the call to action appears only after the 9th second.
TikTok lets you run ads to interest-based audiences and choose from available demographic options. You can also create lookalike audiences as well.
TikTok also has the conversion ads feature, where you can set up a TikTok pixel on your website or use measurement partners’ data to feed in-app events to TikTok. TikTok has the ability to optimize these ads based on the conversion data from the client-side.
TikTok has additional ad products for brands. These ad products have minimum budget requirements. There are three main products:
1. Brand Takeover
2. Hashtag Challenge
3. Branded Lens
A Brand Takeover ad appears upon opening the TikTok app. It is the first screen users interact with as they open the app. It can be a 3-4 second long GIF, image or video. Brand Takeover ads start from $50,000 for 1-day buy.
A Hashtag Challenge is a sponsored hashtag, where users are encouraged to create their own content. This package starts from $150,000.
A Branded Lens is a sponsored special effect added to the effects toolbar of TikTok. Users are encouraged to use the effect and create their own content. This package ranges between $80,000 to $120,000.
The price ranges for the Brand Marketing packages are included in this article only as a reference. These prices were taken from a leaked TikTok pitch deck dated 2019.
TikTok is already a viable platform for influencer marketing. There are hundreds of TikTok influencers with following counts ranging from a few thousand followers to millions of followers.
The TikTok influencer with the highest follower count to date is Charli D’Amelio, @charlidamelio. Charli is a teenage dancer who has over 50 million followers. She’s already struck several deals with brands, including Prada, Sabra Hummus and UNICEF.
There are several challenges with influencer marketing on TikTok. One is that many influencers struggle with getting consistent views. Since TikTok is a platform that focuses on content, an influencer’s video’s views may tank when they try and promote a brand. For this reason, influencers on TikTok are experimenting with new ways of monetizing their audience without hurting their reach.
TikTok also launched a marketplace for influencer marketing. The platform is called “Creator Marketplace”. The marketplace helps brands and agencies contact select TikTok creators. The marketplace is beta-invite only for now.
TikTok is distinguished from its competitors and has become a mainstream and up and coming channel. Monetization of the channel has allowed more and more advertisers and marketers to start utilizing this channel. As many brands aren’t there yet, it is an opportunity for brands to hop on this new channel and gain a competitive advantage.