Who out trafficked Google 2021?

That’s right. TikTok has been the top social media platform that has beaten King Google in 2021, being the most trafficked web address in the world according to the data of the American cloud company Cloudflare, and getting first place in the top applications downloaded in the second quarter of the year. 

But… how did ByteDance, the company behind the application manage, to get TikTok to where it is now? During the pandemic of 2020, Tik Tok started to make itself heard and the US tried to ban the application to its citizens, accusing the Asian country of wanting to keep its information for improper use. This is how the famous technology war between China and the US arose, where for now, TikTok is the clear winner against its direct American competitor, Instagram Reels.
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​What exactly makes TikTok different from other platforms? 

• The public's obsession with video. TikTok views are increasing. Reels on Instagram are indeed gaining importance too, but today TikTok is undoubtedly the best reference for short-form mobile video content to date, and If one thing has become clear in the past few months, it is that everything related to video takes the crown in 2021/22. We live on a busy planet where people have less and less time. We need everything faster, and the less effort we have to make, the better for us. That’s the reason why audiovisual media has become our favourite option for learning, having fun, communicating, and disconnecting, and that’s why every company with a relationship to this type of content has gained increased engagement, as it has so much importance all over the world.

 

• Taking creativity to the next level. Easy to have, easy to use, and with the best and simple-in-class video editing tools built into the platform until the moment on market. TikTok allows you to explore your creativity. With it, everyone can be a content creator, dealing with the topics they like, and in the way they want, and that’s the reason why it has become a viral application among young people; everyone wants to be a famous TikToker. 

   

• User-generated content. In contrast to other social platforms where users need to follow other users (Like brands, friends, or celebrities), TikTok tries to follow another path, helping you find your real interests, and filling your feed with personalised content powered by the algorithm. Tik Tok’s algorithm rewards people for making high-quality and high-engaging content. Users indicate their interest areas and then the algorithm starts learning what is the type of content the user enjoys,showing them a highly personalised feed experience. The key to this social media is that you’re not following people, you’re following interests.

• Changing the way we consume music. Tik Tok has been defining the digital music trends since its beginning. Even if the video has nothing to do with the song, users include small bits of popular music in their videos, promoting their songs and employing music as a major engagement cue. Every music creator wants to go viral on this app because that means they will probably go viral outside of it as well. Popular tunes of Tik Tok are played repeatedly and have the same impact as turning up the volume on the radio when a favourite song comes on

So why might TikTok be important for your digital marketing plan?

When you enter TikTok, the first thing to take into account is the audience present on the platform. Think that more than 75% of its users are under 35 years old, and they spend an average of 52 minutes a day browsing the application. Make a good preliminary study to find out if it fits with your marketing strategy and you can jump right in. 
Then, it will be time to ask yourself, “What can my brand do on TikTok?”

• Generate different content. The first thing we have to be clear about is that this is not a social network like the ones you have already mastered. While it may seem like an impediment to have to create new content, it is a perfect opportunity to explore different formats and become more creative.

• Get new audiences. The majority of TikTok users are under the age of 35. Perfect if this is your typical marketing strategy's target audience. If it isn't, now is an excellent moment to try to find new clients and audiences and engage with them in a new way.

 

• Detecting market trends. Hundreds of viral videos appear every day, with movements and dances that have become a trend among young people. Knowing what styles and dances are trending will help you to motivate yourself and make your own videos and ads following current trends and involving your audience by identifying with them. These trends can provide you with creativity and ideas to use even in other digital media such as using challenges for other social networks.​

• Join the #Challenges community. Although current events are not the primary focus of TikTok (as they can be on Twitter), one of the activities that attracts the most attention is the challenge, that can become a creative and fun advertising technique. The community offers a variety of challenges, so choose ones that fit your marketing plan and join them.

• Get in touch with influencers. Make contact with famous tiktokers who share your brand's beliefs. Take advantage of their potential and hundreds of followers to promote a new product, for example. Influencers can also inspire people to participate in a challenge and disseminate your hashtag to generate additional contact among the "tiktokers."

 

• Creation of ads. Simply by activating the app, you can create five different sorts of adverts, including videos, GIFs, and full-screen images. Their duration can range from 3 to 5 seconds, with an internal or external link, and they can generate up to 5 million impressions each day. You can also utilize its segmentation features to target the specific audience you're looking for. Many brands have already integrated TikTok into their marketing programs, Coca-Cola, Sony, Ralph Lauren, Donettes... as you can see, it doesn't matter what industry you're in. Consumers need active communication and dynamic brands.

If you want to learn more about what you should consider before choosing a social network for your digital marketing strategy, check out our blog post:

5 Things to think about when choosing a social media platform

And if you have any questions about how you can made your digital marketing strategy for your business, contact us!
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