If the "one billion" claim includes Douyin user numbers (which they likely do), then the vast majority of those users are international.
But there's also incredible domestic appeal.
It was TikTok was the #1 most downloaded app in the Google Play store in Nov 2018, and it's continued its trend upwards, now surpassing LinkedIn, Tumblr, and a gaggle of other socials sites that most of us have an app for on our phones.
It's important to note, however, that the bulk of these new users are young.
For marketers, this presents itself as an opportunity and a serious challenge. That's a highly-coveted age group filled with emerging decision-makers and purchase-hungry consumers, but you also have no idea what's happening within the confines of the app itself.
What kind of culture does TikTok have? What kind of content do TikTok users like?
How to win with TikTok
Many marketers seem to ignore TikTok. It has over half a billion users, but the marketing world is still (for the most part) sleeping on it.
Part of that is because it's confusing for some marketers.
Many people's experience with the platform comes from YouTube cringe compilations or Reddit threads, but when you actually spend a day inside its universe— it's an exciting world filled with unique media, strange-but-funny content, and plenty of meme references.
TikTok is unapologetically young, quirky, and unusual.
Sure, there's plenty of content that trickles over into the cringe category, but that doesn't define the platform. TikTok enables users and brands to create tangible human connections and engagement that's organic and fresh.
For many marketers, this format is new and strange.
They now there's an opportunity, but they're not sure how to create content that appeals to these younger users.
Some brands, however, are catching on to the trend.
3 brands succeeding on TikTok
You shouldn't be surprised. Chipotle has an extremely popular Twitter feed and Instagram account, but you won't see the same content blended across all three channels.
Chipotle's TikTok content blends humor with product features and glimpses of its real-life restaurants and customers:
2. The Washington Post
TikTok isn't just for fast food and "young brands."
Even the Washington Post shows a bit of personality, incorporating a bit of news culture/humor on the platform:
3. San Diego Zoo
Animal videos are always popular online and TikTok is no different.
The famous San Diego Zoo uses this to its advantage sharing charming animal videos like the one below:
Testing the Waters
For savvy marketers willing to create engaging organic content and native video ads, early entry into TikTok culture could lead to fast gains, but don't go in without a plan.
Ensure that TikTok something your audience is actually using and research exactly how. Once you have this understanding, strategically test out content and you may be surprised by the positive results.
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