By Tyler King
TikTok has quickly become one of the most popular social media platforms, especially among younger audiences. For businesses, this presents an opportunity to reach a large and engaged audience. In this article, I’ll outline a few ways that brands can use TikTok (and vertical video in general) to their advantage.
Key TikTok Stats You Need to Know
TikTok has seen significant growth in recent years. Here are a few key stats about the platform:
- TikTok has over 500 million active users worldwide.
- The platform is particularly popular among younger audiences, with over 60% of its users being under the age of 30.
- TikTok is available in over 150 countries and in 75 languages.
- TikTok users spend an average of 52 minutes per day on the platform.
- The platform has been downloaded over 2 billion times globally.
- TikTok is the most downloaded non-gaming app on Apple’s App Store.
- In 2020, TikTok was the second most downloaded app on Google Play, behind only WhatsApp.
Advantages and Disadvantages of TikTok for Brands
One of the main advantages of TikTok is its large and engaged user base. With over 500 million active users worldwide, TikTok offers businesses a huge opportunity to reach a wide audience. Additionally, TikTok users are known for their creativity and enthusiasm, which can make it an ideal platform for businesses looking to connect with a younger, more engaged audience.
Another advantage of TikTok is its wide range of features and tools. The platform offers a variety of filters, effects, and music tracks that can be used to make videos more engaging and entertaining. Additionally, TikTok has features such as the “duet” function, which allows users to create videos that are paired with another user’s video, which can be a great way to create interactive and engaging content.
However, there are also some potential drawbacks to using TikTok. One of the main concerns is the platform’s privacy policies and the potential for user data to be shared or misused. There have been reports of TikTok sharing user data with Chinese-based parent company, ByteDance, which has raised concerns about privacy and security. Additionally, TikTok has been banned in some countries due to security and privacy concerns, which could limit its potential reach for businesses.
Another potential drawback of TikTok is the constantly changing nature of the platform. TikTok is known for its fast-paced, ever-evolving content, which can make it difficult for businesses to keep up with the latest trends and features. This can make it challenging for businesses to create effective content that resonates with TikTok users. Overall, while TikTok offers many advantages for businesses looking to reach a large and engaged audience, there are also some potential drawbacks to consider, such as privacy concerns and the constantly changing nature of the platform.
Why Vertical Video is a Must-Have for Brands
Vertical video is a video format that is shot in a portrait orientation, rather than the traditional landscape orientation. This format has become increasingly popular on social media platforms, as it allows users to easily view content on their mobile devices without having to rotate their screens.
For businesses and marketers, using vertical video in social media campaigns on all platforms, in addition to TikTok, can be a powerful tool. Here are a few reasons why vertical video is important for social media campaigns:
- Mobile optimization: As more and more people access social media on their mobile devices, it is important for businesses to create content that is optimized for these devices. Vertical video is well-suited for mobile viewing, as it allows users to easily watch videos without having to rotate their screens. This can make it more likely that users will watch and engage with your content.
- Attention grabbing: Vertical video is less common than traditional landscape video, which can make it more eye-catching and attention-grabbing. By using vertical video, businesses can create content that stands out from the competition and catches users’ attention.
- Increased engagement: Vertical video is more immersive and engaging than traditional landscape video. This can make it more likely that users will watch and engage with your content. By using vertical video, businesses can create videos that are more engaging and effective at driving user engagement.
- Enhanced storytelling: Vertical video allows for more creative and immersive storytelling. By using the full screen, businesses can create videos that are more engaging and impactful. This can be especially effective for storytelling and creating emotional connections with users.
Another point to consider is that shooting videos vertically is more convenient for users. It’s easier for creators to hold their phones vertically, as it allows them to record and share videos without having to turn their phones. Additionally, vertical video takes up more space on the user’s screen, making it more likely to catch attention in sometimes very crowded feeds on social media channels.
Learn How to Use Vertical Video in UVM’s Digital Marketing Fundamentals Certificate
UVM’s Digital Marketing Fundamentals Professional Certificate program is an eight-week, online learning opportunity that dives into all of the facets of digital marketing, including my area of expertise, social media marketing. In the Social Media Marketing module, students learn about the importance of using vertical video, which social platforms they should use to optimize their videos, and explore examples of real-world digital marketing situations featuring brands using vertical video. All of the social channels are covered in addition to a focus on how businesses can leverage vertical videos on TikTok, Instagram, YouTube Shorts, and Snapchat. Join us in exploring how brands can create vertical videos to up their digital marketing game!
Tyler King is a Senior Social Media and Community Manager at PandaDoc in addition to an instructor in UVM’s Digital Marketing Fundamentals Professional Certificate Program.