It was the most installed app in 2019, and now has 800 million monthly active users who are spending time consuming short videos.

So the question is: Will the hype last? 

According to stats the number of people quitting TikTok is just as noteworthy as the number of people signing up.

TikTok can be a great way for innovative brands to reach a very specific demographic (69% of users are 16-24 years old). And with Gen Z at full command, TikTok can be an invaluable source of insight into the tastes and motivations of the next generation on social.

What to do in 2020?

1. Keep an eye on TikTok—for now

If Gen Z isn’t your target audience you’re better off investing your time and resources elsewhere in 2020. Smart pros. should always keep a close eye on new and emerging networks.

2. Use new video formats to build community

Video is still top performing content format on social media.

3. Experiment on other growing niche platforms

TikTok may not be the right fit for every brand, but marketers should think about diversifying their audience targeting beyond the major social platforms. Pinterest now has 322 million global monthly active users.

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