Should I Advertise on TikTok

TikTok is the app of the moment and the trend across teenagers, brands, and celebrities.

We could say that Tik Tok is the new Vine, a platform where users create and share short looping videos, but it’s also generated a new multicultural phenomenon with its own language.

While the app has an attractive interface and a variety of tools that make it easy to record singing or dancing clips, its success is tied to the content algorithm, focused on continuously offering appealing content to users to entice them to spend more time on the platform.

TikTok has over 500M users across all world, and 60% of the US users are between 16 and 24 years old. However, it's not the size of the audience that makes the platform so attractive. It's the time that users spend using the app, with an average of 10 minutes per day, almost doubling Pinterest and Facebook, who follow in the ranking.

This high consumption is due to the TikTok algorithm, which was designed to offer relevant content to its users with the primary objective of retaining them for as long as possible. When users start to spend more time on the platform, the algorithm learns their preferences and recommends them similar content.

The fact that half of their consumers belong to Gen Z or Millenials convinced Chipotle to develop their first TikTok campaign, based on the hashtag #ChipotleLidFlip, which achieved more than 230M video views during May and June 2019

At the same time, the brand Uniqlo released a campaign challenging TikTok users to share videos of themselves using their favorite clothes of Uniqlo. The videos of the winners of the challenge were featured later on big screens inside their physical stores and in their social media.