No doubt your kids are experts at TikTok and you’ve probably—at least—seen global viral videos like 2020’s lockdown Blinding Lights dance challenge and the baked pasta recipe that saw supermarkets run out of feta cheese.
With almost two billion users in 154 countries and over one billion monthly active users, TikTok is the world’s fastest growing video-sharing platform just five years after its creation by Chinese company ByteDance (here’s a full breakdown of TikTok statistics).
And while it definitely skews younger—its 15 second clips are perfect for tweens and teens—latest figures show a broader user spectrum including that one in four TikTok users is a mother. The app is now reaching an older, more influential (and wealthier) audience.
The verdict? It has definite marketing to mums potential. For instance, last Mother’s Day TikTok surveyed users and found the top five products mums looked for on the platform were holidays, followed by jewellery, handbags, cars and sunglasses.
An interesting insight from the survey is that mums on the platform are “more likely” to see your content through a phone screen and often discover brands through social media: “Marketers should take notice, and reach them with immersive advertising in mobile-first environments for maximum impact.”
So far, videos with the hashtag #mumlife and #momlife have amassed a whopping 3.3 billion views, according to Marie Claire. And #tiktokmum and #tiktokmom are at 177.4 million. The app’s largest user base—those under 24—are actively seeking out content made by mums.
Red alert to brands: This is a mammoth and growing social media platform you should consider as a valuable marketing tool once you’ve perfected Facebook and Instagram to reach and engage mums.
TikTok’s appeal lies in its vibe: unlike the perfection of Insta, it’s about having fun, being silly, perhaps a little vulnerable, definitely authentic. And as all business owners know, authenticity sells.
It delivers an intriguing opportunity for your business to be noticed by your target audience while community building, engaging with the audience and generating conversations. It’s an ideal platform for giveaways, for example.
According to social media specialists Wallaroo, you should investigate a TikTok strategy if your brand’s target audience includes anyone between 13 and 60. It says a 2022 vertical strategy should include TikTok because the platform includes links and commerce URLs in your profile and videos, so “not only is the organic reach on the platform huge, but you can also drive meaningful traffic to your website.” (Click here to find out how the TikTok algorithm works.)
Global beauty, fashion, food, entertainment and travel brands are all creating a content strategy—and some are smashing it.
Eyebrow Queen’s tutorials and product reviews generate attention and sales. Online fashion retailer ASOS shares outfit inspiration. Luxe Italian brand Gucci shows celebrities wearing its clothes in short TikTok films.
Starbucks announces new coffee flavours via Tiktok, French cookware manufacturer Le Creuset shares tutorials and recipe ideas and Netflix changes and mixes scenes from its popular shows.
Guess, Crocs and Target all have strong TikTok identities. But you don’t have to be a big brand to go viral. Last year, staff at Viennese boutique hotel Madgas Hotel made a series of entertaining videos as tourism died amid lockdowns. One reached two million people.
As a platform, TikTok is growing fast and exponentially. It gives brands the opportunity to inform and entertain a ton of potential customers via organic growth and meaningful traffic. And mums love it. Check it out.