The Rise of TikTok as a Global Sensation

Love it or hate it, TikTok has become one of the fastest-growing social media platforms during the pandemic and has dominated the social landscape in 2020. With TikTok’s monthly active users estimated at 800 million, it has managed to engage, uplift and win over the masses like no other platform.

TikTok’s growth can be partly attributed to the growing need for consuming original content during the lockdown that is fun, relatable and presented in an easily digestible format, making it perfect for lockdown viewing. The app’s friendly nature is also ideal for everyone. Whilst in the past users thought that it wasn’t for them, that it was too silly; perhaps, during the pandemic, people were more willing to try anything to feel better.

Considering TikTok is a relatively new platform and is majorly focused on video content which is widely consumed by users across all age groups, rather than on aggressively monetizing the platform. Marketers can easily make the best of this platform by spending only on content creation and garner maximum reach in a short duration.

Early adopters of Instagram and Snapchat had proved that if you can identify, and leverage a social media platform during its initial days, you can quickly become an influencer, and be able to make the most from marketing on that platform.

Today, platforms like Facebook, Twitter and Instagram have reached a saturation point where it has become challenging to get your brand’s message across to your target audience amidst all the noise unless you’re willing to spend on ads.

Additionally, the continuous updates in the algorithms from the social media platform makers are resulting in a constant decline in organic reach. Now, marketers have to either spend more to reach out to their customers or find a new social media platform.

As advertisers make their way to TikTok, what strategies have you adopted to grow your brand on the platform?

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