TikTok, tik tok, tik tok…

If you don’t know what TikTok is all about, you may be at risk of being boxed up and labelled as ‘old and passed it’. The ‘older generation’ might be starting to struggle to keep up with all of the new social media platforms, and TikTok is yet another one to add to the list and make even a 30-year-old feel like a pensioner.

Believe it or not, TikTok ranked as the most downloaded app since the beginning of 2019, with more than 33 million downloads. According to Oberlo, there are now 500 million TikTok users worldwide, and since the launch in 2016 it has been downloaded 1.5 BILLION times. Now that is a lot of TikToks! But what is it and is there real purpose behind this arguably innovative app? TikTok was made for iOS and Android where users can create and share 15-second videos. It works like most social media apps with followers who like and comment on content as well as using hashtags to let users find content by theme. On paper, TikTok doesn’t sound very different from most apps, but it is a lot of fun and has some interesting content… But there comes a point in the world of social media where some of us may have to put some platforms down to sheer entertainment, yes? However, with 41% of TikTok users being aged between 16 and 24, this is the Gen Z generation that are now joining our workforce. So, can TikTok bring benefit to your organisation and how useful is it really?

While Gen Zs may have been using the platform to show their creative side, brands are also beginning to experiment to enhance their business. Huge names such as Chipotle, fashion brand Guess and the one and only McDonalds are just a few of the names to have gotten on board. But, because TikTok is still such a young app, many marketers might be wondering if getting on this app is even worth it? This question is understandable, however, TikTok's current big brands have done a great job of using it. For instance, in Malaysia, McDonalds worked directly with TikTok to create a contest called the #BigMacTikTok Challenge. To enter, TikTok users would dance to one of many pre-recorded #BigMacTikTok music clips that were uploaded to the service. After creating the video, users were also required to submit their entry via the official McDonald’s mobile app. All entries won a free BigMac and a few select winners danced away with actual cash prizes.

While, of course, some users might prefer TikTok as a source of entertainment as they lip sync to Justin Bieber songs in their bedroom, there’s still an astonishing number of people in business who are sharing their own videos, which also demonstrates creative freedom and brand awareness, just from the simplicity of TikTok. One of the best features is its editing tools, giving users resources to create their videos. It has some interesting features, such as the ability to record your reaction to a video while you’re watching it.

So, should businesses jump on the band wagon and see how TikTok could potentially be very beneficial to their company? Or is this just another fad that should be kept to the kids to be current? For new businesses, this can be a good time to build a user base and provide advertising techniques to show products or services. Already established, and corporate companies could get some valuable ideas for marketing and content, especially if rebranding. With TikTok’s younger clientele, more than other social media platforms, creating videos that appeal to the demographics on TikTok could be a valuable marketing tool. So, to you way past it, old folk over the age of 30, have a think, using TikTok could make you feel young again!