The growing influence of TikTok cannot be ignored – the world

The growing influence of TikTok cannot be ignored – the world

The short video app TikTok has officially overtaken Google as the most popular destination for the internet, with over 1 billion monthly users. As the most popular digital export in China, the brand is synonymous with pop culture.

With billions of people on lockdown at various times over the past two years, many have looked to the app as a source of entertainment, which has made the brand’s success over the app a big deal. Whether it’s a musician’s song that’s going viral or a company brand getting a huge following, any success on TikTok is the gold dust of the 21st century.

New trends in application in 2022 will be closely followed by individuals and companies alike, and understanding these developments will be extremely important.

Videos on TikTok are limited to 60 seconds, and the most popular length is still 15 seconds. What is becoming increasingly popular with creators is episodic content – a series of videos that follow the same sequence or plot.

Audiences on TikTok are becoming increasingly addicted to weekly ramps at the end of 60-second videos – an approach more commonly associated with long-form content on TV or in online broadcasts. The audience naturally wants to know what follows, and more in-depth concepts can be explored, going against the notion that scrolling through these apps provides a superficial experience.

Hashtag challenges are another common craze that brands should be aware of. American talk show host Jimmy Fallon created the hugely popular #TumbleweedChallenge, which greatly increased the show’s interaction with a younger audience. The challenge included rolling on the floor to resemble a tumbleweed with a backing track of old American western music.

A catchy hashtag or an engaging challenge that users will enjoy sharing can be very beneficial for brands looking to raise their profile or associate with some humor or action, creating emotional awareness in a way that traditional PR strategies might encounter.

Building on the challenges of hashtags, social commerce is also an invaluable asset for brands. Similar to hashtag challenges, social commerce allows users to add shopping links to their videos featuring the products on offer. This style of advertising first spread among young people in China, where TikTok is known as Douyin, and this style of advertising has become very popular.

Young Generation Z - Those born between the mid-1990s and the late 2000s in particular are more likely to purchase items recommended to them by influencers they follow who have included a purchase link to their social commerce site, rather than Through official channels, this type of marketing is more elegant and does not carry the corporate vibe that many traditional commercials do their best to get rid of.

In 2022, a company targeting millennials and Generation Z must be well-versed if it is to survive. TikTok has an official advertising branch, which means that its ability to target relevant demographics is better than ever. This in turn means that the system is able to support a larger group of influencers, with more room for people to develop followers.

According to a survey by Tribe Dynamics, 35 percent of influencers said they are starting to use TikTok more as part of their brand strategy. Smarter algorithms match users with content tailored to them, increasing the incentive for companies to massively integrate the platform as part of their marketing strategy.

The writer is a columnist for the London-based China Daily.

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