TikTok (the social media platform that took the world by storm a few years ago) has become one of the most downloaded apps in the world, with over 1 billion active users.
Making short-form videos one of the top content marketing trends for 2023!
So much so that according to HubSpot, 90% of marketers who leveraged this type of social content in 2022 plan to continue using it. While 21% of marketers who did not use it in 2022 plan on using it in their content strategies this year.
Pro tip: If you’re a business, you need to leverage this medium, if you’re not doing so already.
New research shows that while TikTok is still most popular with Gen Zs, its popularity is surprisingly growing with Millennials and Gen Xers. In fact, about a third of TikTok users are over 30. While that’s still fewer than Facebook or Instagram, many businesses see it as a great place to grow their brand and connect with their audience.
Crazy stats, we know! But what makes this particular social media platform so unique?
Its approach to short-form video content, advanced algorithm, and the sense of community that it fosters. Making it one of the most innovative and addictive social media platforms out there!
Let’s take a further look at why TikTok is so special below.
Short-form video content
One of the most obvious and significant ways in which TikTok differs from other social media platforms is in the way that it presents content. Instead of long-form posts or updates, TikTok users can create and share short-form videos that are between 15 and 60 seconds long. These videos can be simple, lighthearted, and easy to create, making the platform accessible to anyone.
In other words, TikTok’s approach to short-form video content is a game-changer!
Instead of lengthy posts or status updates, normally found on other social media platforms, short videos can be created that are easy to watch, and easy to swipe through in just a few minutes. Encouraging creativity and experimentation among the platform’s users.
With only a few seconds to make an impression, TikTok creators have to be highly motivated to capture their audience’s attention. This has led to a wide range of creative and engaging content, from dance videos to comedy sketches to cooking tutorials.
This makes TikTok a highly addictive platform, based on how easily users can get lost in the endless stream of content available.
TikTok’s unique algorithm
But it’s not just the content format that makes TikTok stand out. Another key factor that sets TikTok apart is its advanced algorithm.
The platform’s algorithm is one of the most advanced out there, using machine learning (AI) to analyse user behaviour, such as the types of videos they watch and engage with, and then serving them content tailored to their interests.
As a result, users are more likely to see content that they find interesting and engaging, which keeps them coming back for more.
The algorithm also plays a significant role in how content is distributed on the platform. Unlike other social media platforms (which typically prioritise content from established creators or verified accounts) TikTok’s algorithm is designed to give everyone a chance to go viral. This means that even users with small accounts and very few followers can have their content seen by millions of people if the algorithm deems it to be engaging and interesting enough.
It’s because of this that TikTok is quite unique from other social media platforms.
Encouraging its users to create content that resonates with audiences and then letting the algorithm do the rest to get that content seen (even if the originating account doesn’t have many followers at the time).
Community
Believe it or not, it’s not just the content and the algorithm that makes TikTok unique (even if that may seem like the most impressive part). No, it’s the sense of community that the platform brings.
You see, unlike other social media platforms (which can often feel isolating or impersonal) TikTok is designed to encourage interaction and engagement between users. The platform encourages users to leave comments on videos, share videos with their followers, and collaborate with other users on challenges or duets. It’s this type of engagement that helps to foster a positive and inclusive culture, where users feel supported and encouraged to express themselves creatively.
And since TikTok mainly attracts a younger audience, this sense of community is particularly important for users who are often seeking connections and validation from their peers.
Users are able to create and share content that reflects their personality and interests, and then receive feedback and support from other users who share those same interests.
Conclusion
Overall, TikTok’s unique approach to short-form video content, advanced algorithm, and sense of community has made it one of the most popular social media platforms in the world. And it’s not hard to see why…
Its engaging content format, tailored content distribution, and supportive community have made it a favourite among younger users in particular, with the audience growing in recent times to include more millennials and Gen Xers.
As TikTok continues to grow and evolve, it is likely to remain a major player in the social media landscape for years to come. So, if your business is not on TikTok yet, it’s time to give it a try and see what all the fuss is about.
Who knows, you might just go viral!
Keen to jump on the TikTok train for your business? Contact us today to get started!
