As TikTok is driving a new wave of entertainment, is the platform reflecting culture or creating it? Or both? The worldwide ubiquity of TikTok has myriad impacts, including fascinating and unexpected benefits to society.
Here are a few insights into the Swiss audience
- 1.7M monthly active users
- 5.2M monthly creations
- 8.7B monthly video views
- 70 minutes spent daily
- 16 daily open times
There’s No Denying the Significance of TikTok
Overall, TikTok has been downloaded more than 3.5 billion times. It is the first non-Meta app (and the fifth app of all time) to surpass 3 billion downloads. In 2021, the platform remained the most-download app globally, with 656 million downloads. The second-place app, Instagram, is rather far behind with 545 million downloads, making TikTok downloads more than 20% higher than Instagram. In the first fourt months of 2022, TikTok was downloaded more than 175 million times. TikTok is available in over 154 countries and has over 1 billion monthly active users, who spend an average of 52 minutes per day in the platform.
TikTok is Conquering the World
TikTok trends proliferate worldwide – and quickly.
Globally, TikTokers are united in their enjoyment of these new trends, driving a sort of global unity. Are people worldwide benefitting from this connection?
TikTok takes credit for the impact the platform makes globally. “Beyond music, our platform and community impacts culture and generates trends that start on TikTok and permeate everywhere.” On 5 December 2021, The New York Times echoed this sentiment, referring to the platform as, “2021’s central vehicle for youth culture and online culture generally.”
But more recently, on 3 June, 2022, The New York Times published, “a lot of stuff posted on the platform is so goofy and weird that searching for meaning in it can feel downright idiotic.” To declare the platform as both goofy and idiotic, while also serving as a central vehicle for youth culture doesn’t bode well for the future. The scope of opinion on the platform is clearly broad, and there’s also no shortage of controversy surrounding it.
Trends – Conformity + Originality
Trends typically refer to changes towards a prevailing tendency. What’s “trendy,” is popular and becomes widespread. More people adopt the latest trend, from low to high rise jeans, verbal expressions, or types of social media posts.
Many creative influencers put their own unique spins on the latest trends. The trend merely serves as an inspirational jumping-off point. As Hootsuite writes, “Users putting their own spin on trends is the best part — and they often get rewarded (by the algorithm) for breaking conventions.” From moving moments, to experiences up to comedy and recipes, TikTok sets constantly emerging trends in various directions. Currently, the song by Lana Del Ray - young and beautiful is a trend, to which people on TikTok share fulfilling and beautiful moments with their community, whether it’s experiences from trips, vacation days at the beach, or good times with their loved ones. But also yummy recipes have made it into the trends, currently a recipe with pasta, butter, lemon and parmesan in particular is also going viral. But next to TikTok’s originality, it’s the inspirational side we do really like the most about TikTok, don’t we? It’s so much more than a trend machine, but really offers deep, meaningful, touching and emotional (in a good way) content.
TikTok’s All-Knowing Algorithm
It’s important for social media platforms to have an appealing interface and deliver an excellent user experience. A critical mass of users and content creators are also vital to keep users coming back.
But the algorithm is a massive source of differentiation.
For good or bad [or both] algorithms are powerful tools that drive the impact of a platform and shape users’ experiences. TikTok is no exception. Arguably, TikTok does a better job of this than all other platforms, as evidenced by its popularity.This all-knowing algorithm has also led to some interesting outcomes, including one social media manager who wrote, The TikTok Algorithm Knew My Sexuality Better Than I Did. Smart brands are able to harness this power and leverage the platform to connect with their audiences.
The Vital Role of Creators
TikTok has been strategic in recruiting and compensating content creators, knowing that they’re key to the success of any platform. In July 2020, TikTok launched a $1 Billion Creator Fund, through which “creators will be able to realize additional earnings that help reward the care and dedication they put into creatively connecting with an audience that's inspired by their ideas.”
TikTok has grown to be an authority on what’s hot. From songs and artists to fashion and products, the platform serves as a popularity stress test. And rewarding the creator community with creator funds is another way in which other platforms have followed TikTok’s lead, including YouTube Shorts, Meta, Snapchat, Twitter Spaces, and Pinterest.
70% of TikTok users say they feel like they’re part of a community. Beyond posting videos, creators can build and enhance community atmosphere by engaging with their audiences through tools like Stitch, Duet, Reply, and comments. Among our list of “Swiss Influencers & Content Creators to Keep an Eye On” is TikToker Julie Riess, who posts “Get Ready With Me” videos and shares with followers her decision-making process putting together outfits.TikTok promotes a variety of positive, uplifting activities. TikTok offers extensive support to content creators- even those creators who author content that’s consumed outside of the platform. Most recently, TikTok has partnered with Barnes & Noble and their creator community to launch the #BookTokChallenge, which encourages people to read new books and authors and then share their reactions.
How TikTok is Changing Marketing & The Value for Brands
As we wrote in, “Influencer Marketing vs. Legacy Advertising,” traditional ads are a deviation from the content audiences want to consume, whereas influencer marketing fuses ads into the desired content. Recognizing this, TikTok has long advised, “Don’t make ads, make TikToks.”
Many brands have been following this sage advice and achieving excellent results. Kantar’s Media Reactions Report ranked TikTok #1 for ad equity. “Ad equity measures the audience’s attitude and preference towards ads across media channels and premium media brands. In other words, TikTok’s branded solutions aren’t perceived as just ‘ads’ by audiences. In fact, TikTok tops the list for delivering branded content that actually resonates with online consumers.”
According to Kantar, “TikTok ad formats have the highest positive sentiment among consumers. This means that users are more receptive to TikTok ads than other media platforms.” “Of the 13 major digital platforms that Kantar compared, TikTok is credited for offering the least intrusive and most innovative ad formats.”
According to a TikTok-commissioned study conducted by Kantar, 72% of those surveyed agree that ads on TikTok are perceived as inspiring. “With innovative ad formats such as the Branded Hashtag Challenge, brands on TikTok now have the tools to become part of culture, enabling their audiences to create trends based on branded sounds, actions, effects or brand-related storylines that can travel freely across the TikTok community and beyond.”
Kingfluencers TikTok services help brands harness this value with our unique holistic approach combining social media services, influencer marketing, and performance marketing.
Author: Megan Bozman, Owner @Boz Content Marketing