Marketing with TikTok

TikTok has had a significant impact on both society and my generation. It is, by far, my favorite social media platform, and I use it daily. I consider it my go-to source for news and entertainment. I enjoy scrolling through my "For You" page and interacting with content that interests me. For those who are unfamiliar, TikTok is a video-sharing app where users create and share videos that can last up to 10 minutes. It is one of the fastest-growing social media platforms worldwide and was the most downloaded app from 2019 to 2023. TikTok has evolved from a space for viral dance challenges to a platform that includes a wide range of content, such as political activism and social commentary. It has become more than just a source of entertainment; it has shaped the way we consume media and interact with others.

Today, thousands of major brands are using TikTok to expand their businesses and connect with consumers in new and creative ways. TikTok has quickly become a key tool for businesses trying to reach younger audiences and build their brand. With its algorithm that favors organic reach and its focus on short, visually appealing content, TikTok offers businesses a unique opportunity to engage with their audience and promote their products or services in a fun and exciting manner. As TikTok continues to grow in popularity and influence, now is the time for businesses to take advantage of the platform's potential and explore its many opportunities.

Although some marketers initially thought TikTok would mainly increase exposure to younger users, the platform's rapid growth has attracted a wide range of age groups. On average, users spend 95 minutes per day on the app. I can personally relate to this statistic, as my entire family, from my younger sisters to my parents, uses TikTok regularly. We often share videos with each other in our family group chat. While I consider myself a frequent user, I must admit that my mom likely spends more time on the app than I do. She frequently gets caught in a TikTok binge, scrolling for over an hour a day while sitting on the couch.

With over 1.5 billion active users and a growing influence on social media, TikTok offers a major opportunity for businesses of all sizes to boost their online presence and connect with consumers in innovative ways. Early adopter brands like Chipotle, the NBA, and The Washington Post have already had success using TikTok, while many other companies are just beginning to tap into its potential. Despite facing challenges related to privacy and regulatory issues, TikTok's influence on trends and consumer behavior continues to drive its growth.

As TikTok grows rapidly, business owners are increasingly taking advantage of the platform's benefits. TikTok has become a central social media platform for people of all ages. With its "snackable" content, personalized to individual interests by its algorithm, TikTok's success is undeniable. Its influence is only expected to increase in the future. Businesses that understand and use TikTok's unique features are positioning themselves for long-term success in an increasingly digital world.