15 JUNIO, 2020
The coronavirus crisis has changed the way users connect with each other. During the confinement, people have turned to social networks as the only windows to the outside, to stay informed, entertained and connected. Fortunately, people have found other ways to bond through social networks and apps.
Since the state of alarm went into effect on March 14, Zoom and TikTok are in the ranking of the most downloaded Apps. Globally, TikTok ranks fifth in 121 countries in the App Store, while in the Google Play Store in 72 countries. In Spain, TikTok ranks second in the App Store and third in Google Play.
Regarding user conversations occurring on social networks about these two apps. According to Google Trends, TikTok is the one that has obtained the greatest increase in mentions, registering 88,000 in the previous period to 116,000 so far this year. Zoom went from 7,000 mentions to 24,000 in this period, an increase of 300%.
What's TikTok?
TikTok is a social network that allows you to create and share short music videos. This Chinese App had already been going strong for some time, according to Sensor Tower is the first app to surpass 2 billion downloads after Facebook, WhatsApp, Instagram and Messenger apps since January 1, 2014. Currently, it has more than 800 millon monthly active users worldwide and continues to rise every day.
During the pandemic, there has been an increase in the number of users who have opted for this social video platform to bring out their most creative side and share it with their friends. Users create and share short videos on their profiles, usually 15 seconds with music and visual effects, interact with other people and follow trends or hashtags.
Why should advertisers invest in TikTok?
Oberlo determines that 9 out of 10 people with TikTok accounts use the application on a daily basis. Among users, 68% watch videos created by other users, while 55% produce and upload personal videos. In addition, regular TikTok users spend an average time of 52 minutes per day. TikTok usage during the pandemic has increased so much that it is increasingly a competitor to YouTube. According to a study by Qustodio on online habits during lockdown, minors spend on average 71 minutes a day on Tiktok and 75 minutes on Youtube.
The above results demonstrate the commitment of users with TikTok and has aroused the interest of major brands that since the beginning of 2020 can already advertise on this platform in Spain. Here are several reasons why you should consider including TikTok in your marketing mix:
Compelling content: Brands bring out their human side and adapt to the content of this platform to connect with the audience in a creative way with a touch of humor.
Creative content: Advertisers can make the most of this platform to create original content and use it on other social networks. When making ads on TikTok, you don't need to have a lot of creative resources as the tool is easy and accessible to everyone.
Targeting a younger audience: If your target audience is the Z generation, TikTok will allow you to conquer this younger audience that may not be active on other social networks. In addition, during the confinement, usage has increased in other age segments as many users have participated in creating videos with their children.
Personalized content: This niche social network allows us to personalize the message and content by adapting it to the common habits of this audience.
Responsive audience: Generation Z is used to challenges and sharing with their friends, therefore, it will benefit brands looking for audience engagement to attract new users and drive them to purchase.
Low CPM: As we said before TikTok Ads recently landed in Spain, therefore it is a good opportunity to get lower CPMs than in other social networks as there are fewer advertisers.
ROCKETROI is part of the TikTok Ads beta and many of our customers are already benefiting from it. As it is a channel that has just officially launched its advertising offer, our team of specialists is already experimenting with it to learn how to get the most out of it. So if you are interested in launching your first campaigns on TikTok, don't hesitate to contact us!
