TikTok shook the social media world when it was launched in September 2016, and quickly became this era’s digital communication game-changer. Two years later, in October of 2018, it became the most downloaded app in the United States and has held the record-breaking title to this day.
However, since the pandemic began in 2020, TikTok has proven to be much more than just dance and lip-syncing videos. The social networking app has become a digital communication game-changer, possessing a higher engagement rate than any other social media platform.
Reaching the younger audience
TikTok is especially a digital communication game changer for reaching the younger demographic. 69% of all TikTok users are between the ages of 13 and 24. These young users thrive off relatable content, especially with big-name celebrities and brands that humanize their image on TikTok. This genuine type of content is easy to incorporate into a brand’s digital communication, changing the game for brands. This is because even spontaneous and inexpensive video content has a great chance of going ‘viral’ through TikTok’s algorithm.
Influencers Are More Influential Than Ever Before
The State of Influencer Marketing 2021 annual report found that interest for TikTok influencer marketing campaigns increased 325% in the past year. Influencers engage and connect with their followers on a personal level through TikTok, leading their followers to trust them. Users follow influencers with similar interests and personalities, and value their opinions on products. In fact, 86% of women use social media for purchasing advice, and almost half of all online consumers depend on influencer recommendations. Influencers on TikTok are a game-changer for digital communication professionals trying to reach a loyal, specific, new, and broader audiences.
Reasons to use TikTok in Digital Communication
The possibilities of TikTok are endless with its user-specific algorithm. The algorithm has the power to carefully curate every brand’s dream target audience. Not to mention its increasing popularity over all other social media has made reaching a young, engaged audience easier than ever. Most of all, however, TikTok allows brands to connect with consumers on a deeper level, making the app the 21st century’s digital communication game-changer.
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