TikTok is a short-form, video-sharing app that allows users to create and share 15-second videos, on any topic. TikTok maintains a separate app for the Chinese market, known as Duyin, which has over 300 million active monthly users. The new app’s logo is a combination of the Musical.ly and Duyin logos.

TikTok’s stats are impressive. It reportedly has amassed over 800 million monthly active users, the US being the most popular country where it has been downloaded almost 100 000 million times. With millions of teens using the platform, it has the potential to drive hit songs like Taylor's, products and advertising campaigns. But being as far from traditional marketing as can be, it has also discombobulated many brands who are uncertain how to use the platform to drive sales and brand exposure. 

How it Rose to Popularity

Many of the reasons behind the rise in popularity for TikTok include celebrity endorsements and localized content. Since its launch, the TikTok app’s popularity has been growing tremendously. In October 2018, it was the most-downloaded photo and video app in the Apple Store, globally. The app reportedly has amassed over 500 million monthly active users, the US being the most popular country where it has been downloaded over 80 million times.

The basics of TikTok Marketing 

  • The Hashtag Challenge. The challenge is a huge part of TikTok’s allure and success. At any time, there will be a number of challenges that users are participating in. The concept of the #HashtagChallenge entails users taking an idea, whether funny, outrageous, or requiring some talent, and iterating upon it with their own videos. 
  • Creative, viral content. With the app offering users endless potential to be creative, it also works particularly well for brands that are selling creative content and service. According to GlobalWebIndex, six out of 10 TikTok users share music they like on social media and 53% share music videos specifically. 
  • Takeover ads. Takeover ads can be purchased for a brand's landing page or Hashtag Challenge and TikTok offers ads exclusive to categorize each day. This means only one brand can take over a category per day. Brand Takeover ads can be in the form of still images, videos or GIFs.
  • Hashtag branded ads. Sponsored hashtag challenges are placed in the form of a banner ad on the discover page that will direct users to a challenge page featuring instructions for the challenge and existing content using that hashtag. It will cost you some money, where organic hashtag challenges won't but might be worth your while.
  • Influencers. Influencer marketing is definitely up TikTok's alley and many influential and creative TikTok users have emerged on the app since its launch. Several big brands have started experimenting with influencer campaigns on the app.
  • Keep an eye on trends. TikTok stars in particular know what the best trends are to follow that can help your product in getting the best exposure and drive more potential customers to your store. If you've missed a trend because it only lasted a day, don't stress over it. The next one is already on the rise.
About the Author
With over 15 years in content marketing, Werner founded Influencer Marketing Hub in 2016. He successfully grew the platform to attract 5 million monthly visitors, making it a key site for brand marketers globally. His efforts led to the company's acquisition in 2020. Additionally, Werner's expertise has been recognized by major marketing and tech publications, including Forbes, TechCrunch, BBC and Wired.