Mid adult businessman taking a selfie outdoors, and listening to music

Tik Tok on the Clock

But the downloads don’t stop

It’s 2019 and we’re all still mourning the loss of Vine (RIP). Users have been craving another short-form video platform. A new app has come to take its place:

TikTok is a destination for short-form mobile videos. Our mission is to capture and present the world’s creativity, knowledge, and precious life moments, directly from the mobile phone. TikTok enables everyone to be a creator, and encourages users to share their passion and creative expression through their videos.”

Tik Tok has been ramping up for a while now. In November 2017, Tik Tok acquired app Musical.ly, and in December 2018, the app gained 75 million new users. With their larger user base, the brand has created celebrity endorsements like Cardi B and Offset’s rap battle and Jimmy Fallon.

TikTok has been called the “Instagram for the mobile video age”. They’ve made it easy to produce and edit videos, so anyone can play along. Users can easily select audio to overlay on their video, capture content, edit and share all within the app. Check out the OH Partners example here:

The content on Tik Tok varies from lip syncing teens to duets to dance battles. Gen Z is sharing their creativity by “eating their own fingers” to Evanescence and Kidz Bop. To be fair, all of my recent Facebook memories are videos that I posted to friends walls of me singing Hannah Montana, so if I had this platform when I was younger I’d be very #ontrend.

The app is now testing in-app advertisements, giving brands an opportunity to connect with a younger audience that they have never connected with before. Digiday just published an article that outlines their pitch deck for European brands.

When considering a new platform to add to a brand’s arsenal, it’s important to make sure that their audience is present. For example, Guess Jeans launched their #InMyDenim campaign, encouraging users to post videos showing their jeans. The hashtag currently has 36 million views on Tik Tok.

We’re excited to continue to learn more about this exciting new app, and will definitely be testing it more over the weekend! If you’d like to bounce some ideas off of our digital or social teams, please reach out here.

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