TikTok’s growth is fascinating on many levels. For starters, it’s the first major social media network that started in China and then spread to the U.S. and the rest of the world. This expansion was expedited when they acquired Musical.ly at the end of 2017.
Because of this, the platform has an extremely international and diverse audience. If you spend more than a few minutes on TikTok you will likely see videos from people in multiple countries and languages. The audience is also young; most users are younger than 30.
TikTok was the most downloaded app in the iOS App Store from January 2018-march 2019. That’s five consecutive quarters.
The NBA uses TikTok similarly to ESPN, with even better results. They have more that 5.5 million fans and 79 million hearts. Whoever is running their account does a great job of varying the content with everything from basketball highlights to fun fan highlight videos.
If your brand fits many of the following criteria you may want to consider joining sooner rather than later:
● Most of your target audience are younger than 35.
● Your products are visually appealing and demonstrative.
● You are a musician or artist.
● Your brand is trendy with a casual, fun vibe.
● You have the resources to be able to add another channel to your mix.
Tip: If you think your brand might do well on TikTok, start with a 1-month or 3-month test. This requires less time and fewer resources and is less risky if your hypothesis doesn’t work.