The companies deciding to carry out well-thought-out campaigns on TikTok at this point are achieving enviable results with no major financial investments.

TikTok is currently one of the most popular platforms with its 800 million active monthly users. The average TikTok user spends as much as 52 minutes a day on the platform, which is about as much as on Instagram. The platform was initially used mainly by children and teenagers, but age groups have been quite active in the last few months, and celebrities, politicians and other famous personalities are joining the platform in increasing numbers.

What about the use of TikTok in digital marketing?

Currently, the platform is still exponentially growing so companies are achieving great results on the platform with a smart and timely approach. The Washington Post is a fantastic example, attracting over 400,000 followers on TikTok in less than a year, thus gaining access to a global and younger audience. Also, brands like Guess, Levis and others have achieved fantastic results with an approach tailored to the platform. For example, #InMyDenim campaign by Guess – encouraging the followers to transform into their favourite Guess style in a TikTok way – brought as many as 5.5 thousand user videos that generated over 12 thousand new followers and 10.5 million views with no additional advertising.

What should companies pay attention to when using TikTok?

The biggest advantage of TikTok is a relatively simple algorithm that allows fast growth of a profile with good content. The content is really considered a king at TikTok. Companies that successfully adapt to trends can achieve excellent results on a platform with no great financial investments.

Another advantage of TikTok is that the algorithm itself takes into account the geolocation and first suggests our videos to the users relevant to us. The biggest disadvantage of TikTok is that in order to succeed on this platform, it is necessary to radically change the approach, adapt to the younger target audience and the trends of the platform. And as the platform is based on a creating video content, the preparation of creative material generally takes more time than the material for other platforms.

So… TikToking?

Yes and no. No for those for whom a younger target audience is not crucial. Yes for anyone who wants to get closer to Generation Z and is not afraid of any radical change of own approach on social media.