Since TikTok, a short** social software, officially entered the overseas market in 2018, it has quickly occupied the attention of young people with its easy-to-use functions and powerful recommendation algorithms, and its user scale and activity have grown rapidly. At present, TikTok has become one of the most popular short ** platforms in the world. So what are the characteristics of this popular short app users all over the world? What content do they like to watch and interact with on the platform the most? As a business brand, how to view and use TikTok correctly?This article will provide you with a comprehensive analysis of the TikTok platform from the three dimensions of user data, usage methods and business marketing.
1. Analysis of TikTok user group data.
1.Young women are the main user group.
Statistics show that women account for 60% of TikTok's global users, with young women aged 18-24 accounting for the highest proportion, reaching 182%。This compares to 18% of young male users aged 18-24. It can be seen that young women are the main user group of TikTok.
2.But it's used by users of all ages.
Although TikTok is loved by the younger generation, users of different ages actually use the platform. In addition to younger adults, more than a quarter of baby boomers (around 55-75 years old) also show a preference for TikTok's short narratives**.
3.29% of users use it daily.
TikTok is the most interactive app after Instagram, with 29% of active users opening it every day. Adult users in the U.S. spend an average of more than 4 hours a day on TikTok. It can be seen that the activity of users is very high.
4.2 in 3 U.S. teens use it daily.
According to the survey, more than two in ten teens in the United States use TikTok every day, and 16% say they use TikTok "almost all the time." This shows that TikTok has become one of the indispensable mobile apps for teenagers in their daily lives.
2. The most popular content and interaction methods of users on the TikTok platform.
1.Tutorials are the most popular.
According to the survey, tutorials** are the most popular content on TikTok, with 62% of users surveyed saying they prefer this genre. This is followed by product and service reviews (39%) and personal stories (38%).
2.53% of users expect "funny" content.
In the past, most TikTok users valued "lighthearted" content on the platform more. But there's been a noticeable change in recent times, with 53% of users now saying they prefer "funny" content. This provides a great direction for branded content production.
3.Community power drives shopping decisions at Gen Z.
For Gen Z, traditional ways of shopping are being replaced by community power. The data shows that Gen Z users who shop on TikTok have 1.1 more purchase decisions influenced by community recommendations than users of traditional shopping platforms8 times.
4.More inclined to interact with brands in private messages.
The survey found that Gen Z users in the UK are more likely to DM a brand directly after purchasing a product, which is 1.5 times more likely than other users2 times. Brands can leverage this habit to increase user stickiness.
3. TikTok's commercial marketing and application.
1.Enterprise content creators are proliferating.
More and more businesses are actively creating content on TikTok to promote their brands, according to the survey, 54% of business owners have used TikTok for brand promotion, and an average of 9 posts per month**.
2.On average, 15% of the marketing budget is invested in TikTok
Businesses have realized the value of TikTok and are willing to invest their marketing budgets in it. According to the survey, an average of 15% of a company's marketing budget is allocated to TikTok content production.
3.TikTok ads are better than TV ads.
The data shows that despite the less-frequent airing, TikTok ads bring in as much ad spend per 1,000** as TV ads. This suggests that TikTok ads are more cost-effective and brands should consider running them here.
4.TikTok is the fastest-growing channel for product discovery.
According to TikTok and Nielsen, TikTok has become the fastest-growing channel for product discovery, with 15% of product discovery starting with TikTok.
5.Advertisers get $2 for every $1 they spend.
While many other channels continue to experience declining ad performance, TikTok's return on ad spend continues to be impressive. The data shows that advertisers now earn an average return of $2 for every $1 they spend on TikTok ads.
6.Partnering with influencers can be an effective way to boost brand favorability.
Working with TikTok influencers is really a good investment for brands. According to data, in the United States, TikTok ads with influencers can bring a 26% increase in brand favorability.
Targeting young users, TikTok has become one of the hottest and most promising social platforms. Brands that want to take advantage of this thriving platform need to have a deep understanding of user demographics, deliver targeted content, and leverage TikTok's marketing capabilities. It is believed that with the continuous optimization of brand operation methods, TikTok will become an important bridge between brands and young consumers.