TikTok 101: Everything You Need to Know About The Platform Taking Over the Internet
You've probably heard of TikTok by now, have seen the trends, and may be wondering why this social media platform is making headlines and appearing in congressional hearings. You might be questioning whether your brand should be using it at all!
So, drum roll, please….we're starting a TikTok mini-series to give you all the details. In our first installment, we'll address some of your burning questions, such as, “What is TikTok?” and "Should I even bother with it?" and "Do I have to dance?!" We'll simplify the basics and provide a solid foundation to help you determine if TikTok is right for your brand.
And just, maybe by the end of this series, you’ll be ready to say “I'm a Good Lemon reader… of course, I'm ready to start my TikTok account!”
What is TikTok?
TikTok was initially launched into China’s App market in September 2016 by its parent company Bytedance. When it launched it was a highly popular lip-synching app, Musical.ly, but in 2018 evolved into TikTok.
Like other social media platforms, TikTok undergoes frequent updates to enhance its functionality. When TikTok started gaining traction at the end of 2018 users were restricted to uploading brief 15- to 60-second videos without any editing capabilities. Over time, TikTok has undergone a significant evolution, becoming remarkably versatile. Now, users can upload videos up to 10 minutes long and enjoy in-house editing features similar to popular apps like CapCut and iMovie, including text addition, image insertion, and jump cuts. Additionally, TikTok enables photo uploads in the form of slideshows, allowing creators to incorporate background music alongside their images. TikTok also has a ‘TikTok Shop,’ which allows you to buy, sell, and advertise products through the app. TikTok is an all-encompassing platform built on creative possibilities.
Who Uses TikTok?
Since the beginning of this year, 70% of TikTok’s user base are between 18-34, and 57% are women. So, if your target audiences are Millennials and Gen Z, TikTok should be climbing up your priority list.
Knowing the demographics of TikTok users is just one part of the story. It’s also important to be conscious of the huge chunk of these users with serious buying potential. They're swayed by trends and influencers they see on their FYP. Businesses need to tap into not just who's on TikTok, but also who's got the power to influence purchases.
TikTok is in the midst of its transformation from its initial purpose of mainly entertaining dancing/singing content into a key shopping platform, where users are easily swayed to purchase trending products while they seek recommendations from “Shop star” influencers through promotional reviews.
According to Absolute's “The Impact Of TikTok Shopping Trends In 2024” the number of TikTok users making purchases has been steadily rising. In 2020, only 5.7% were buying products promoted on the app, but by 2022 once TikTok Shop launched, that number skyrocketed to 27.3% and is expected to grow to 39.9% by 2026.
Remy Beaumont, the founder and CEO of the TikTok Shop partner agency Gen Z Media, said the "Shop star" clients receive intel on best-selling products and exclusive opportunities from TikTok employees. Giving them the resources they need to help further sales through the TikTok shop. Millions of users are already browsing and purchasing products directly through the shop feature, resulting in consumer spending on TikTok surpassing $2.5 billion globally.
Even if your target audience doesn't solely consist of Gen Z and Millennials, TikTok can still be a valuable addition to your social media strategy. Imagine using TikTok to highlight your team members' stories, visualize your company's values, simply present your brand in a new light, or even promote your brand's products. The possibilities are endless, and the potential for reaching these new audiences is significant.
Understanding the TikTok Algorithm
TikTok's algorithm is pretty intense. It utilizes a variety of data points to curate content specific to you on your "For You" page. Here's a breakdown of some key elements that contribute to its accuracy.
By combining factors like your watch time, frequently-used hashtags, and your engagement with specific content, TikTok personalizes your experience, presenting you content it knows you’ll like while also suggesting content it thinks you’ll like. As you engage with the platform over time, the algorithm becomes increasingly adept at delivering relevant and engaging content on your "For You" page.
This has been a game-changer on social because this is different from how we’re used to seeing content; in the past, Facebook and Instagram offered us content based in part on what our friends engaged with and liked. TikTok is less about our connections and more about our personal preferences, leading to an algorithm that delivers us content even more precisely.
Should You Be Using TikTok?
There's no rush to establish any type of brand presence on the platform until you've gained a deeper understanding of what it is and how you can use it to your advantage. Here are key questions we recommend answering if you’re considering adding this platform to your strategy:
Is your target demographic active on the platform?
Do you possess the resources to produce captivating content?
Can you allocate the necessary time and effort to maintaining your presence on TikTok?
Are you comfortable with the risks?
If you answered yes to these questions, joining TikTok is worth pursuing. TikTok holds potential for any type of business.
Contrary to common misconceptions, TikTok isn't just a platform for dancing teenagers. It's a vibrant community with creativity and fun at its core. From my experiences both as a content creator and a viewer, I've come to appreciate TikTok's lighthearted nature and openness to diverse content.
One of the most overlooked qualities of TikTok is its lack of a strict formula for success. TikTok thrives on authenticity and creativity, unlike other platforms where specific content formats dominate. This means that brands can experiment and showcase their personality in unique ways. This is because TikTok trends are always changing, the platform doesn’t favor long or short-form videos, but rather the content itself. We’ll get more into this in TikTok 102!
So, should you be on TikTok? If you're willing to invest the time and resources into crafting compelling and consistent content and staying attuned to the platform's ever-evolving trends, then yes, TikTok could be the social shake-up your brand needs.
Keep in Mind
Those of you who have been keeping up to date with TikTok, whether from afar or from current use, will probably feel a bit of deja vu from 2020!
Yet again, TikTok's future in the United States has been up in the air. On March 13, 2024, the U.S. House of Representatives passed a bill that gives TikTok's owner, ByteDance, six months to sell/transfer its U.S. assets or face a potential ban. This bipartisan bill passed with overwhelming support, underscores growing national security concerns regarding foreign-owned apps.
TikTok CEO Shou Zi Chew has expressed concerns about the potential impact of this legislation, emphasizing the significant financial consequences for creators and small businesses. However, the company intends to exercise its legal rights to challenge any ban.
So while your team is in the process of allocating resources to start engaging with your audience through TikTok, keep in mind that the platform could potentially not be around for much longer.
As the situation unfolds, we'll update you on any significant developments that could affect you. Stay tuned for further insights
Up Next: TikTok 102 !
In our next installment, TikTok 102: Staying on Trend, we'll delve into the fascinating world of TikTok trends, what type of trends dominate the platform, how your brand can participate in a way that aligns with your identity, and crucially, how to stay ahead of the curve. We'll also explore the mysterious "Random" effect that sometimes causes videos to go viral out of nowhere.
To prepare for TikTok 102, we’ve got some homework for you! Consider revisiting some of our previous content, such as "Three Tips For Reely Great Reels For Your Nonprofit" and "How To Finally Get More Comfortable With Video Content." These resources will help you lay the groundwork for your TikTok journey and ensure you're ready to jump on some emerging trends.