TikTok: The unexpected star of 2020, and why your brand should be on it  

By Macey Wilson, Account Manager of Social Media and Public Relations

Odds are, you’ve heard the phrase “2020 was an unprecedented year,” quite a few times since last March. People have been spending more time at home and, consequentially, more time on their phones. Enter TikToks’s meteoric rise.

There are dozens of social media channels that exist, but not all of them have made a cultural impact like Facebook, Twitter, Instagram, LinkedIn or YouTube. TikTok, however, has been giving these platforms a run for their money, especially with Gen Z.

TikTok has been around since 2016 and has been growing steadily since then. But after lockdowns kept people of all generations from gathering at events, they’ve been using the app to view and create content. It’s been downloaded over 2 billion times worldwide and has around 100 million active users in the U.S. (Source).

So why is TikTok something brands need to pay attention to? It’s incredible organic reach. With Facebook and Instagram becoming more pay-to-play for business accounts, TikTok is one of the few places where you can reach your niche without paying for it. The algorithm on the app is exceptional.

When you first download the app, you’ll be on the mainstream TikTok. There are your Charlie Damelio’s, Addison Rae’s and the TikTok dances you’ve come to expect. But put in a little bit of time curating your preferences and telling the app what you do and don’t like, and you’ll quickly find your tribe. Just a few niche groups include: BusinessTok (Marketing, small business and other entrepreneurs), CraftTok (DIY/Crafts/Sewing), ThriftTok (Thrift and second-hand shopping), FitTok (Fitness and health), TeacherTok (Teachers) and even WitchTok (Yes—people who practice Witchcraft), to name a few.

These niche interest groups and personalized user feeds make it so that the key to success is 3-fold: creativity, consistency and just a little bit of luck. And since advertising on the platform is so new, there’s still a huge focus on organic content.

Advertising on the app will likely reach the point in a few years where it follows the way of Facebook and Instagram and put most of its focus on paid content, which is why starting on the platform earlier is imperative to your brand’s success. Similar to the stock market: The best day to start was yesterday. The second-best day is today!

So, if you want to reach your audience in an engaging and fun new way, considering making your brand a TikTok account. And if you need help, look no further than Schifino Lee.

Macey is an Account Manager for Social Media and Public Relations 

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