You might remember the social media platform called Vine? It allowed creating short videos. It was popular with its users. However, the social media platform crashed and burned in 2016. The microblogging site was alive only for four years but the video archive is still online.
Now there is a Chinese newcomer, which has more features than Vine, it is called TikTok, it was launched in 2016. In 2019, TikTok had 500 million users worldwide. In comparison, Facebook had almost 2.5 billion active users and Instagram one billion. TikTok has a very young user base, mainly Millennials and Generation Z. Hence, it is a place where younger generations hang around but older generations are waking up as well. Many social media users tend to use several social media platforms at the same time. Hence, the same users can be reached through different social media channels as well. TikTok is banned in China, so it is not a channel to reach Chinese consumers.
Some business consultants say that TikTok is a big gamechanger. My reaction is way calmer. TikTok is just a new social media platform in the social media mix.
Guess, NBA, Chipotle, Ralph Lauren, MAC, Vogue Italia, GQ, and other brands are using the social media platform. However, many big names are missing. Current ones have a low amount of updates and followers.
For instance, Ralph Lauren's follower base is very modest. The fashion brand has a little bit over 7 800 followers on TikTok, when it has over 11.7 million followers on Instagram. No wonder they are lazy?
TikTok can be used in several ways. To make funny and entertaining videos, using it as a diary, or for serious videos. It is totally up to the brand. The user interface is similar to WeChat. Some people like it and some people dislike it. Facebook, Instagram, Twitter, and YouTube tend to have California-spirited user interfaces. In comparison, TikTok feels very Chinese.
Previously made content can be uploaded into the social media platform. GQ and Vogue Italia have published content, which is similar to what they publish on Facebook and Instagram. So no worries with the creative content. Brands can keep the same style, which they have at the moment. Luxury brands can go out there to make entertaining and informative content.
I do not know why TikTok is so unpopular among big names - brands and celebrities. Some articles have said raised concerns over TikTok's security and privacy policies. This might be the reason. For instance, the U.S. Army has banned its use. Or it might be too similar to Instagram and Snapchat. Instagram has lots of great features.
Hey, loose business consultants, do your homework.