TikTok’s 1 Billion Users: What You Need To Know For Social Media Marketing.

Tiktok is a social media short-form video app for creating and sharing lip-sync, comedy and talent videos. TikTok first grew in popularity in Asia and then the app’s parent company bought Musical.ly and merged the two apps under the TikTok name. In two years, Tiktok has quickly grown to 1 billion global monthly users. Unlike previous social networks that relied on organic growth, TikTok has invested in a huge advertising campaign on competing social platforms. Globally, TikTok users are younger than most other social platforms with 41% aged 16-24 years-old and 60% under 30.

Statistic: Most popular mobile social networking apps in the United States as of June 2019, by average session duration (in minutes) | Statista
Find more statistics at Statista

In the U.S., TikTok is the second most popular mobile social network app.

Facebook users spend an average of 13 hours per month on the app, while TikTok users have risen to 6 hours per month over Snapchat’s 3 hours. Average session length is high with nearly 10 minutes per session compared to Pinterest’s and Facebook’s 5 minute average and Snapchat’s 2 minute average. This isn’t surprising when you learn TikTok is one of the first social platforms to use artificial intelligence to show users more of what they like with advanced interest behavioral targeting.

Despite the growth and active engagement, TikTok is a niche audience.

With just 2% reach among U.S. mobile users placing it 16th behind Facebook with 91 percent reach and Snapchat’s 26 percent reach. Even among Gen Z, Instagram (65 percent), YouTube (63 percent) and Snapchat (51 percent) are still the most popular social networks based on daily use compared to TikTok (11 percent).

TikTok has unique and similar features to other social networks.

Like other social platforms TikTok users have a profile that includes a photo, username and bio. Users follow other accounts to see their videos. Popular videos are liked with a heart counter appearing over the video and organized by hashtags that appear as trending on a Discover Page. Examples of trending hashtags include #whywebrokeup, #rocktober, #facetrackingchallenge, and #MosaicZoom creatd by TikTok to promote use of a new creative effect.

The For You page is TikTok’s front page as it is the landing page when users first open the app. The For You page is based on an algorithm designed to show you more content similar to what you have liked in the past from people you do not follow. At the bottom of the page users can find content outside the For You algorithm through the Search and Explore page. This is the opposite of Instagram where when you open the app you first see content from users you follow, then you can switch over the Explore tab.

Getting on the For You page is important to going viral and is a goal of many users to grow their followers much like brand trying to get into the newsfeed of Facebook users. TikTok has not released information on what goes into a video making the For You pages, but many speculate it has to do with engagement such as likes and more people watching all the way through (retention rate). Hashtags related to what users have indicated they like also most likely matter, but many also include #foryou, #foryoupage, or #fyp trying to get on this page, gain more exposure and become TikTok famous.

TikTok enables users to create short music and lip-sync videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds. Videos can be sped up, slowed down and edited with filters and background music is selected from various music genres. Users can also create short lip-sync videos to popular songs. The react feature allows filming reactions in a small window over the main video. The duet feature you can film two videos beside each other. Unlike Facebook videos the default is to have the sound turned on. Therefore, subtitles are not has important.

Businesses can participate in the social platform.

Brands can create a brand channel and uploading and sharing relevant content. Brands can work with influencers to spread messages to a broader audience. TikTok offers social ads with some creative formats. TikTok ads include standard native in-feed video, brand takeovers that run full screen, and branded lenses that use AR face filters and 3D objects. Brands can also sponsor Hashtag Challenges that encourage user-generated content such as the #JumanjiChallenge.

 

TikTok offers social media advertising options.

TikTok ads can be targeted by age, gender, state-level geo-targeting and custom audiences from CRM lists. The platform also boasts advanced interest targeting based on their AI technology. Marketers set campaign periods and budgets paying on a cost per thousand (CPM), cost per click (CPC), or cost per view (CPV) basis. Advertisers besides Jumanji include Grubhub driving app downloads and the NFL courting younger viewers. TV stars such as Jimmy Fallon have embraced the new platform. His #TumbleweedChallenge created 8,000 videos with over 9 million views in just 7 days.

This fast growing social platform is not without controversy. The U.S. government opened up investigations into TikTok owner ByteBance alleging the Chinese company may be censoring politically sensitive content and questioning how it stores personal data. Users have also complained that their videos are being used in TikTok ads on other social platforms such as Snapchat and Instagram without being asked for paid. Yet, everyone who signs up for TikTok agrees to their terms of service (whether it is read or not):

“You or the owner of your User Content still own the copyright in User Content sent to us, but by submitting User Content via the Services, you hereby grant us an unconditional irrevocable, non-exclusive, royalty-free, fully transferable, perpetual worldwide licence to use, modify, adapt, reproduce, make derivative works of, publish and/or transmit, and/or distribute and to authorise others users of the Services and other third-parties to view, access, use, download, modify, adapt, reproduce, make derivative works of, publish and/or transmit your User Content in any format and on any platform, either now known or hereinafter invented.”

These terms are similar to what other apps and social platforms have included in their small print, but perhaps they have been noticed more with the high profile of Tiktok’s ad campaign. California’s new data privacy law (CCPA) takes effect January 2020 with similar privacy protection and disclosure requirements to Europe’s GDPR. Many companies will be changing the way they disclose and what they do with people’s data to avoid fines.

Despite these concerns brands have moved forward on the platform to reach its young user base. How will your brand leverage TikTok? How will TikTok fit with your larger social media strategy? Ask These Questions To Ensure You Have The Right Strategy and consider Top Social Media Channels By Category.

Employer Branding in Social Media [Infographic]

Why social media employer branding? Job seekers rank social and professional networks as the most useful job search resource compared to job boards, job ads, employee referrals, recruiting agencies, and recruiting events. Companies believe that social media marketing will be the most in demand human resource skill by 2020.

An employer brand is a brand’s reputation as a place to work and its employee value proposition. It is related to, but unique from the general brand reputation and customer value proposition. Think of the difference as “great place to work” versus “great place to buy.”

Employer branding is attracting, engaging and retaining talent. This is often done by human resource managers working with marketing and/or applying brand management concepts to recruitment and employee relations. Social media can be a powerful tool for employer branding with many benefits as evidenced in the statistics below.Employer Branding and Employee Engagement in Social Media Strategy for MarketingHow do you use social media for employer branding? First, understand your employee value proposition (EVP), the set of offerings you provide an employee. EVP is an employee-centered view of the unique set of values that differentiate your company from competitors. A good EVP helps attract and retain talent that is the best fit. Kristina Martic from the recruitment marketing firm TalentLyft explains that EVP includes:

  1. Compensation (salary, bonuses)
  2. Benefits (healthcare, vacation)
  3. Career (stability, development)
  4. Work environment (positive atmosphere, work-life balance)
  5. Company culture (team support, social responsibility)

By defining your EVP you should form an idea of who your ideal job candidate would be. This is more than a standard job description of required education, skills and years of experience. TalentLyft recommends creating a candidate persona combining demographic and psychographic segmentation the way you would in defining a target audience for marketing.

Next, discover where that ideal candidate is spending their time online, where they are looking for job information, and who they want to receive that information from. The average candidate uses 18 different resources to research a company before applying for a job and 79% are using social media in their job search. The top social networks for recruitment are LinkedIn, Twitter and Facebook. These social channels are good places for more formal posts (organic and paid) about specific positions, benefits and corporate values, but other factors are important.

A LinkedIn survey found that the number one obstacle candidates experience is not knowing what it’s like to work at an organization. For more of the behind the scenes or in the trenches view other social channels like Instagram or Snapchat could be powerful. Show don’t tell with images and videos of what the company culture and work environment are like.

Another LinkedIn survey found that candidates trust employees three times more than employers. It is important to include your employees in your employer branding social media. Consider employee takeovers and Instagram and Snapchat stories from live events. Or have employees guest write about their accomplishments on the corporate blog. Pew Research indicates that 77% of workers use social media while on the job. Why not leverage that time for the good of the employer brand?

Be sure to also use social media to communicate to your employees. Remember that it isn’t just candidates that are viewing your social posts. Employees are as well, especially when you start engaging them to communicate company culture. Job Vibe reports that employee turnover can be reduced by 28% by investing in an employer brand.

Another social channel consideration for both employer branding and employee relations is employer review sites. Survey’s indicate that 50% of job seekers read employer reviews on sites like Glassdoor before applying. And 69% are likely to apply to a job if the employer actively manages its employer brand by responding to reviews, updating their profile, and sharing updates on the culture and work environment.

With employees sharing updates on brand social channels, writing corporate blogs and leaving reviews on employer review sites employer branding and employee engagement are intricately linked. Employee engagement is actively appreciating employees and their work to motivate more productive and active employees. This is important considering 89% of employees say performance recognition impacts their drive and determination.

Driven and determined employees are excited to be recognized for their work in social media and happy to share their enthusiasm for their work and company in social. This enthusiasm is observed by job candidates who become new employees and continue the cycle. Thus, good employer branding becomes good employee engagement.

Who is doing this well? The international IT company CISCO has a great employer branding and employee engagement program based on #WeAreCisco. Explore their Life At Cisco Blog, Twitter, Facebook, LinkedIn, Instagram, YouTube, and Snapchat for inspiration. They have even been enter into the Shorty awards for employee generated content for for employer branding.

If you haven’t thought about the importance of employer branding, employee engagement and social media, now may be a good time. It could be a nice edition to your overall social media strategy. If you are an employee looking for a job consider this Social Media Career Guide and developing A Social Media Plan For Your Personal Brand.