Q2 • 2022


07


100 million. In 2021, for the third consecutive year, TikTok was the most downloaded app globally, with 545 million downloads. Now, with its one billion users in 2022, TikTok isis nearly on par with Instagram.


In fact, according to digital marketing and


media research company eMarketer, TikTok is now more popular with American Gen Zers (27 million) than Instagram (33 million). As you might have inferred by now, all these stats have made TikTok a sweet spot for marketers trying to reach those coveted younger audiences, and the platform is not just for the kids anymore. eMarketer also reported that in the first quarter of 2021, 36 percent of TikTok users were aged 35–54, a 10 percent jump in that age bracket from the year before. This is why brands such as Nike, Pepsi, Calvin Klein, and many others have created paid and influencer campaigns on TikTok. It doesn’t hurt that 92 percent of users globally have taken an action after watching a TikTok, according to research done by Kantar in 2021. “It’s been an exciting few years for TikTok,” Hernandez says. “We’ve seen the platform grow


Sofia Hernandez


New Tools for Experienced TikTok Users Sofia says that TikTok is always on the lookout for innovations that will evolve the TikTok platform. If you have dabbled in TikTok or used it extensively to build your brand community, here are a few recent TikTok product offerings, resources, and initiatives you might not be aware of.


1 Interacti


teractive Add-Ons offer a unique way to


entice engaged viewers with In-Feed Ads, including pop- ups, stickers, and other visual elements. Choose from standard add-ons—which focus on driving clicks and conversions— and premium add-ons, which drive brand awareness and community building.


2


Effect House is a platform that allows


anyone to build Community Effects for TikTok. It does so by housing tools and learning resources that supply creators with design and development technologies so they can build immersive and dynamic effects into their TikToks.


3


CAP University is a custom learning


program aimed at helping creative agencies and creative freelancers tailor their efforts to the TikTok platform. CAP stands for “Creative Agency Partnerships,” and it is devised exclusively for creative agencies who want to become TikTok experts. Once you finish the class, TikTok says, “you will be able to lead your clients into this new frontier of marketing.”


4


The Brand Safety Center is a resource page


designed to showcase TikTok’s efforts and commitment to becoming the safest, most trusted entertainment platform for people and brands. It serves as a hub for insights, articles, partnerships, and other information related to brand safety and transparency.


In 2021, for the third consecutive year, TikTok was the most downloaded app globally, with 545 million downloads.


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into a multig


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astronomers to beekeepers—that makes TikTok s belong and are


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om chefs to


a place where all demographics belong and are to so many


represented. Besides being home to so man people and such highly desired demographics,graphics, what is TikTok’s value to marketers? Hernandez says the platform is a “full-funnel marketing strategy.” That means anything from brand affinity to mobile purchases. Some brands use TikTok to boost sales, while others are focused on connecting with their community.


nandez


Most of all, T kTok’s marketing po er is in th authenticity of its users—both those doi marketing and those being marketed he most suc


ssful business


TikTok) are real, and they hav Hernandez sa s. “Often, bu inside their community and in turn, they con wn the street a To help co


can use Tik compa Jun d


Most of all, TiikTok’s marketing power is in the authenticity of its users—both those doing the marketing and those being marketed to. “The most successful business owners (on TikTok) are real, and they have fun with it,” Hernandez says. “Often, business owners take us inside their community, workshop, and daily lives, and in turn, they connect with new audiences down the street and around the globe.”


To help companies understand how they


can use TikTok to benefit their business, the company created TikTok For Business in June 2020, a sort of online starter pack. It’s designed to provide marketers with the tools to be creative storytellers so they can engage with the TikTok community. It offers sections on creating TikTok campaigns and managing


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