Data has shown that TikTok, an app for making and sharing short videos is becoming a marketing delight for several brands to showcase their products to a large number of audiences.
The short video social media platform which was created in 2016 by Chinese company ByteDance Ltd, didn’t gain popularity until 2020 and has been spreading across the globe like wildfire with many brands jumping at the opportunity.
As of 2021, the platform has amassed 1 billion monthly active users with the audience not just limited to teenagers. One can sign up, jump on trends and post videos that range from 15 seconds to 3 minutes. Recently the platform announced videos that are up to 10 minutes long.
A report by researchers at Conviva, a privately held company, offering solutions for online video optimization and online video analytics, revealed that marketing tactics being used by brands are changing due to new competitors in the market.
One can hardly scroll through TikTok without coming across an ad for a business or an influencer promoting a brand’s product.
The data showed that the frequency of brands posting on TikTok increased by 13 per cent over one year. The comparison took between the years 2020 and 2021. They observed around 1500 brands that posted about for an average time of 189. The study analyzed a bunch of factors and concluded that brands could exponentially increase their customer base by just posting regularly on the platform
Consistent content and engaging videos can exponentially increase a brand’s visibility, ultimately resulting in greater returns.
Platforms like Netflix, sports teams, and streaming platforms are now using TikTok to market their products and events. Some were said to have seen a boost of 10 million over the span of 12 months.