Reaching A New Frontier: TikTok

Meghan Durant • June 2, 2022

Whether it’s the latest trend, platforms falling in and out of popularity, or the seemingly never ending changes to algorithms, social media is constantly evolving. It can seem daunting at times, but staying at the forefront of new trends in social media can make all the difference in how people perceive you, your business, or your brand.

One of the newest social media platforms to take off in popularity is TikTok, and it’s here to stay. The social media platform boasted a 45% growth rate between 2020 and 2021, bringing its monthly active user count to over 1 billion. And believe it or not, the app is home to plenty more than Gen Z’ers posting the latest dance trend. Savvy brands are using the platform to make compelling, short video content that drive sales and build awareness. Here are a few things you need to know about TikTok if you want to do the same:

1)Understand demographics. While a little under half of all users on TikTok are below the age of 30, data shows that an increasing number of users over 30 are joining the app. You shouldn’t underestimate the power of carving out your space on TikTok as your target audience starts using the platform as well. With strategic hashtags and TikTok’s powerful algorithm, you’ll have no problem reaching them.

2)There’s massive potential to reach new people and even go viral on TikTok. Ninety percent of TikTok users access the app every day, and those users are consuming a massive amount of content. In fact, TikTok has surpassed powerhouse platforms like YouTube in the amount of time users spend watching videos. TikTok’s unique “For You Page” organically serves content to these users who might be interested, so if you want to maximize views this is the platform to utilize. This along with opportunities to piggyback on tending songs, viral challenges, and stitching your video with other creators gives brands and businesses using TikTok seemingly endless marketing avenues.

3)You can have fun with what you post. The elaborate videos that work on YouTube, or the highly curated videos you see on Instagram just don’t feel like they belong on TikTok. Quick, witty, and timely content is going to perform best. Jump on a trend, don’t overthink it, and engage with people who leave comments. The more personal your presence feels, the better your videos will perform in the long run.

Staying on top of changes in the world of social media requires patience, research, and a little willingness to experiment. Newer platforms like TikTok are the perfect opportunity to reinvigorate your social strategy and get creative.

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