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Data Shows TikTok Is The New Marketing Tool For Brands

There are numerous social media platforms out there, and the numbers only keep increasing. These platforms evolve, and they come up with ways to keep their users glued to screens all day long. It is no surprise that hundreds of brands and businesses are making use of the platforms to expand their customer base. The short video social media platform is spreading across the globe like wildfire, and brands are jumping at the opportunity.

TikTok, a short video social media platform, is the next big thing! Since its inception in September 2016, the platform has amassed 1 billion monthly active users as of 2021. The audience is not just limited to teens, and a wide array of people can be seen using the app. One can quickly sign up, jump on trends and post videos that range from 15 seconds to 3 minutes. Recently the platform announced videos that are up to 10 minutes long! The additions over the years have helped TikTok become a direct competitor of massive platforms such as Facebook, Instagram and Whatsapp. TikTok managed to dominate the average screen time market, and it shows no signs of slowing down.

The marketing opportunity presents itself! For people of all age groups, the highest average market screen time and promotional tools are no less than a heavenly trio for brands. One can now hardly scroll through the app without coming across an ad for a business or an influencer sneakily promoting a brand’s product. The researchers at Conviva took it upon themselves to look into the said matter. They studied the marketing tactics being used by brands and the trend shifts that are taking place due to the new competitor in the market.

The frequency of brands posting on TikTok increased by 13 percent over a span of one year. The comparison took between the years 2020 and 2021. That is a shocking increase, given that Facebook and Instagram are still present in the market. They observed around 1500 brands that posted about for an average time of 189. The following of these observed brands is massive and sums up to 1.42 billion followers! The study analyzed a bunch of factors and concluded that brands could exponentially increase their customer base by just posting regularly on the platform!

It is not just good news for the brands, but the hosting platform itself is benefitting greatly from it. The topmost brands brought in approximately 500,000 new and unique followers. That too over a span of 1 year. It is not an easy feat to accomplish, and TikTok's growing popularity certainly did add to its success. Consistent content and engaging videos can exponentially increase a brand’s visibility, ultimately resulting in greater returns. Platforms such as Netflix, sports teams and streaming platforms are now using TikTok to market their products and events. Some even saw a boost of 10 million over the span of 12 months.


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