The TikTok effect is the third trend in Hootsuite’s report. With the explosion of TikTok in 2019, it’s changing the social media game one day at a time. If one of your target audiences is Gen Z, it may be important to consider TikTok. 69 percent of users are 16-24 years old. Nike, for example, has teamed up with athletes and TikTok influencers in Milan to create fun and exciting dance challenge clips to promote Nike. After gaining millions of views on these 15-second clips, it showed an increase in NikePlus membership, as well as shrinking the gender gap of Nike products in the Milan area.
However, if the younger generations are not your target, TikTok may not be right for you. It may be best to continue investing your money on other platforms and mediums. I think TikTok should not be counted out just yet and will be important for the growth of brands nationally and internationally. TikTok has not taken off in all regions of the world. 60% of TikTok users currently reside in China. As the platform continues to grow, I think TikTok is 100% here to stay.
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