The TikTok is one of social networks The platform is the most popular in the world, with more than 1 billion monthly active users. In Brazil, the short video platform already has 82.2 million users aged 18 or over, second only to the United States and Indonesia in number of users.
But what makes TikTok such a huge phenomenon and how can brands take advantage of this opportunity to connect with their audience? That's exactly what you're going to see in this article. Follow along!
What is TikTok?
The TikTok is a social network which allows users to create and share short videos of up to 60 seconds with various effects, filters, music and voiceovers.
The app was launched in China in 2016 under the name Douyin and arrived in Brazil in 2018 under the name TikTok. Since then, the app has been gaining more and more followers, especially among young people, who enjoy the content of humor, music, dance, beauty, fashion, travel, gastronomy and much more.
Growth in recent years
TikTok has seen impressive growth in recent years, especially in 2020, when the coronavirus pandemic caused people to spend more time at home and looking for ways to entertain themselves online.
According to the Sensor Tower consultancy, TikTok was the most downloaded app in the world in 2020, with more than 2 billion downloads. In Brazil, the app was also the most downloaded in 2020, with over 100 million downloads.
TikTok's success is due to several factors. Among them, we can highlight the ease of use, the variety of content, the algorithm that personalizes recommendations for each user and the trends that go viral on the platform.
In addition, TikTok also benefits from integration with other social networks such as Instagram, Facebook and YouTube, where the app's videos are often shared.
TikTok in numbers
According to a survey carried out by Opinion Box in April 2023, TikTok has already established itself in Brazil and has a loyal and engaged audience. The survey revealed that:
- More than half of the respondents, 56%, did not initially plan to use TikTok. However, surprisingly, they are now very active on the platform;
- Just over a third of users, representing 36%, access TikTok daily, while 11% choose to keep it open throughout the day;
- 12% of users say that TikTok is their favorite and most used social network;
- 10% of users are in the habit of posting at least once a day;
- The majority, equivalent to 60% of users, tend to consume content related to humor and relaxation;
- Around 57% of users follow the videos of the profiles they follow.
- Almost half of users, or 48%, usually follow and interact with videos posted by friends;
- Approximately 41% of users find satisfaction in using TikTok to follow and support content produced by brands and companies that interest them.
As we can see, the TikTok market in Brazil is promising and offers many possibilities for brands that want to stand out on the platform.
According to a study by Kantar, the social network is the third most watched video platform in Brazil, behind only Youtube and Netflix. According to TikTok itself, the most popular content categories on the platform in 2023 were:
- Entertainment;
- Lifestyle;
- Beauty and fashion;
- Education;
- Sports.
What are the opportunities for brands on TikTok?
TikTok is not only an entertainment platform for users, but also a powerful tool for brands to reach and engage their target audience in unique and creative ways. Here are some of the opportunities TikTok offers brands:
Authentic engagement
TikTok allows brands to create authentic and genuine content that resonates with users. Instead of traditional ads, brands can tell stories, take part in challenges and interact more meaningfully with their audience.
Organic reach
With TikTok's algorithm favoring the discovery of new and relevant content, brands have the opportunity to reach a large number of users organically, which significantly reduces investments in paid advertising.
Emotional connection
TikTok is a platform where users share their passions, interests and personalities in an authentic way. Brands can take advantage of this to create an emotional connection with their target audience, showing their human side and sharing values that resonate with users.
Trends and challenges
TikTok trends and challenges have the potential to go viral in a matter of hours. Brands can capitalize on these trends by creating relevant content and participating in popular challenges, thus increasing their visibility and reach on the platform.
Collaborations with content creators
The content creatorsor "TikTokers", have great power to influence their audiences. Brands can collaborate with these creators to create sponsored content or influencer campaigns, thus reaching new audiences and increasing their brand's credibility.
Real-time feedback
TikTok offers brands the opportunity to receive real-time feedback on their campaigns and content. Engagement metrics such as likes, shares and comments provide valuable insights into what is working and what can be improved in your marketing strategies.
In short, TikTok offers a variety of exciting opportunities for brands to stand out and connect with their target audience in an authentic and engaging way. By taking advantage of the platform's unique features and creating relevant and captivating content, brands can build lasting relationships with TikTok users and boost the success of their digital marketing strategies.
Intelligent social media management is the path to success
As you've seen in this article, TikTok is a social network that can't be ignored by brands that want to communicate with their audience in an effective and innovative way.
The platform has a huge potential reach, engagement and conversion, as long as brands know how to take advantage of the opportunities it offers. In this sense, having a specialized marketing and advertising agency can make all the difference when it comes to planning, executing and monitoring strategies efficiently and in line with the brand's objectives.
CMLO&CO is an agency that offers complete solutions for brands that want to stand out on social media. With a qualified and experienced team, CMLO&CO takes care of all stages of social media management, from defining the target audience, the persona and the most appropriate channels, to creating relevant, creative and engaging content, analyzing results and optimizing campaigns.
If you liked this article and want to know how to harness the full potential of social media for your business, read our article too Best social networks to increase user engagement with your brand. There you'll find valuable tips for choosing the best social networks for your business and how to use them in the best possible way. It's worth a look!
