Still unsure whether TikTok makes sense for your business? Wondering how it stacks up against other popular social platforms?
In this analysis, discover why TikTok is an untapped resource for marketers including who uses it, how it's growing, and what other marketers think of the platform.
TikTok Growth Projections
According to our research, 68% of marketers said they didn't plan to use TikTok for marketing purposes in 2021. However, 32% were interested in learning about the platform.
This means there's a big opportunity for you on TikTok.
Those who did plan on increasing their use of TikTok were also heavy users of Facebook and Instagram. They were very interested in improving leads and sales, were mostly focused on business-to-consumer industries, and work for small businesses. Most have been marketers for 5 or more years and nearly half use Facebook ads often.
Let's have a look at opportunities on TikTok.
According to SensorTower, TikTok was the most downloaded non-game app in May 2021 with more than 80 million downloads.
As the chart below shows, TikTok (in gray) will rival Snapchat when it comes to growth in the United States over the next few years. You can see a leveling out of Instagram's growth compared to an expected upward trajectory of TikTok.
The chart below gives you a macro view of major platform growth. TikTok user growth was 87.1% during the 2020 pandemic, whereas Instagram only grew 6.2%.
Who Uses TikTok?
Gen Z (ages 9-24) is the largest block of users on TikTok in the United States, representing 37 million people. It's also the audience expected to grow the most over the next 5 years to 46.4 million people (source eMarketer).
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To help understand how important TikTok is for Gen Z, consider the insights below, based an IRI study.
TikTok is the number-three way Gen Z learns about new products, just below good old-fashioned word of mouth from friends and family. As a marketer, I find this a pretty astonishing statistic. If you want to influence this audience, TikTok is where you must be.
The study said, “Throughout the dozens of conversations we had with Gen Zs, TikTok was commonly mentioned as the first place that new products are often noticed. The appeal of TikTok is highly aligned with Gen Z's overall desire for less ‘manufactured' engagement and more ‘real people' organic content.”
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Here are the growth projections for Gen Z on TikTok (see gray) alongside Instagram and Snapchat.
TikTok crushes all of the other social networks for time spent on the platform and is predicted to hold that lead for years to come.
What this could mean: If you're looking to diversify your marketing beyond Instagram, look closely at TikTok. This is especially important if you're targeting Gen Z with your marketing.
TikTok News Highlights
#1: Designated Market Area Geotargeting Ads: TikTok is embracing Nielsen DMA physical boundaries, enabling advertisers to target 210 geographic regions in the United States. Now marketers can target TikTok ads to very specific regions.
#2: TikTok Lead Generation Ads: These ads are designed to help marketers easily collect lead information while people are using TikTok. Data autofills and can be edited by prospects.
Get More Advice on TikTok Marketing
- Produce TikTok videos the algorithm loves.
- Create engaging TikTok ads without expensive design tools.
- Accelerate your TikTok account growth.
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