What the #&$@ is TikTok  

The basics: 

This is an app that challenges people to create and be creative.  

TikTok is one of the world’s fastest growing social media platforms. The app allows users to create lip-sync videos, re-enact their favorite scenes from movies with filters, music and an array of features. 

It’s expected to position itself as the most relevant social media channel, reaching 750 million users per month through the year. 

How is it used? 

Users create and post short, looping video sets to TikTok’s library of music and sounds showing their humor and talent as the focal point. 

TikTok isn’t necessarily the place for serious life updates or connecting with friends. Instead, users rely on TikTok for entertainment and follow creators with quality content. Common TikTok videos include (mostly) choreographed dances, lip-syncing, hashtag challenges, reaction videos, and cringe-worthy content.

Audience

It is no mystery that Generation Z has a preference for ephemeral content, for audiovisual content, for quick and visual messages, dizzying rhythms. The app has rapidly become a Gen-Z (or centennials) favorite, with 42% of its users between ages 13-16 actively using the app. Users create and post short, looping videos set to TikTok’s massive library of music and sound bites – often with humor or talent as the focal point. 

Advertising 

On January 26, 2019, some users were aware that the advertising reached TikTok officially, with an announcement promoting the installation of an application from the GrubHub food delivery service.

TikTok Ads platform. 

How does it work? 

Brands that ventured into this social network have done so by generating content as if they were just another user. A common way was to showcase your products using the product placement tactic, in short videos that challenge users and promote hashtags that incentivize viral content creation but relying on organic reach.

Another resource used by brands is to use influencers to promote their services instead of publishing in their own branded TikTok account.  

For example, Chupa-chups recruited popular tiktokers for their

#ForeverFun action

@monismurfForever Fun con Chupachups este verano 🏖😎 ##ad ##foreverfun♬ Con Altura – ROSALÍA & J Balvin feat. El Guincho

Universal Pictures promoting the film “The House with a Clock in its Walls”

@oddannyGood Morning Tik Tok! ##featureme ##tiktok ##findyourmagic ##foryoupage ##trending♬ original sound – oddanny

Or Justin Bieber’s “Yummy” trying to become the next viral TikTok song

@justinbieberYummyyyy♬ Yummy – Justin Bieber

We invite you to know brands that are killing it on TikTok in the next chapter of this article.

@chipotleTFW guac is free. Online/in-app only 7/31 ##GuacDance Terms: chip.tl/avoday♬ The Guacamole Song – Dr. Jean