Article written by Katina Jaye Beveridge, ASBAS Advisor, Western Sydney Business Centre.

TikTook is the social media of global lockdowns. In a span of more than three years after it was launched, this platform now has more than 800 million active users around the world, securing the 9th most popular spot for social media. It has more than 1.5 billion downloads on the App Store and Google Play in 2019.

What Is TikTok?

TikTok is a short-form video platform whwew users can create and share entertaining short videos. The social network is designed for quick-cut videos, usually around15- to 60-seconds long, accompanied by short clips of upbeat music and entertaining visual effects. The format is basic: the users post videos of them dancing and singing, doing funny stunts, or just talking to the world. It is more of an entertainment platform rather a lifestyle platform, which makes it perfect for curing boredom caused by the global lockdown.

With the consumer behavior changing and more people spending time watching engaging and entertaining content, more and more brands are launching their own game on TikTok. Some of the earliest adapters include Procter & Gamble, Kellogg’s, Converse and Crocs.

Why TikTok?

Here are some of the reasons why you should include TikTok in your social media strategy now:

  • Low competition – Right now, there are very few brands that are active on TikTok. Taking action now means that your brand will be one of the first brands in your category to become established on TikTok. You can play around with the genres to figure out which type of content gets the best results for you.
  • Anyone can create content – You don’t have to be an influencer to have influence on TikTok, which makes this platform perfect for small and medium businesses. As long as you have an established audience and creates content regularly, your brand will be exposed to new audiences regularly.
  • Create viral content – TikTok has one of the highest engagement rates, which is 15%, compared to other platforms. Some campaigns see a 50% increase in shares while others show an increased overall views per month. The chances of virality of a TikTok video is high and it doesn’t have to stay on the platform.

Wrapping Up

TikTok might be new in the social media scene, but it is already making waves right now. With a lot of people stuck and bored at home, watching TikTok videos provides them with relief. And if you’re not taking advantage of that right now, it’s your loss.