The fastest and most effective way for brands to find their target audience in the sea of TikTok users is by collaborating with the right TikTok influencer. TikTok creators have to earn their followers’ loyalty and esteem, which takes time, honesty and consistency. This trust, however, is not given freely. Ħ1% of consumers from all age groups trust influencer recommendations. This repurposing of TikTok influencers ’ content has led to what Tom describes as “ TikTok becoming the front page of the internet ” – where the trends start, before they ripple into other offerings on the app store. Additionally, many Reels or Shorts videos are directly repurposed TikTok videos, so users’ interest is piqued to find the video at the source – and discover more like it. Many Internet users who see Instagram’s Reels or Youtube Shorts become more intrigued to use TikTok as they discover their love of vertical short-form videos. Although internet users still seek out platforms like Instagram, Youtube and Facebook for different kinds of experiences ( our research found Instagram in particular is how Gen Z wants to ‘connect with friends and family’, for example), TikTok is becoming the top source of entertainment – which results in higher TikTok usage – and naturally, social media competitors have moved to offer this too. Īs TikTok took off, other social media platforms started to emulate its video-first offering in order to match its extremely high engagement rates. While social platforms like Instagram may still be majority Millennial, there’s increased interest in TikTok across the board – meaning many more age groups are contributing to the TikTok downloads. TikTok is becoming a multi-generational place for fun (more on that later). Not to mention that 6 in 10 millennials on the app are parents, so the influence of their children may have also rubbed off. 67% of Millenial TikTok users say they come to the video-sharing app for entertainment, so their motivations are similar to Gen Z. Increasingly, older Millennials are joining TikTok, and brands should take note. TikTok and Douyin are clearly creating the perfect environments for Zoomers to enjoy the content they love, and they’ll keep coming back for more.īut Gen Zers are not the only ones scrolling through their FYP (For You Page). A Wechat report showed that over 49% of their users are under the age of 30. The same can be said for TikTok’s sister app in China – Douyin (owned by parent company Bytedance ). So it stands to reason that this age group is not going anywhere. This was the most common emotion Gen Zers said they felt after spending time on the platform. Īccording to Statista, over 40% of TikTokers are under the age of 25, so it’s clear that this social media app is a Zoomer favourite. What is the largest demographic on TikTok? Answer: Gen Z. Here’s what we know about the TikTok demographics now – and how you can reach ideal customers of any age on the platform. In fact, this growth is only a positive for brands looking to reach a wide variety of target audiences. Unlike other social media platforms, the maturation of TikTok doesn’t mean it’s becoming “passé” for younger users. There are more and more daily active users from older age groups on TikTok – and interestingly, the Gen Z user base is still growing. But it’s not just Zoomers who are regularly consuming and creating TikTok videos. It’s true: TikTok demographics sway more to younger generations, with Gen Z declaring it their favourite social media channel. It’s now the most downloaded app in the world, with a total of over 3 billion downloads. Since 2020 the TikTok audience has more than doubled and now sits at a hefty one billion monthly active users. Over the last few years, the advancement of the TikTok app has been colossal. What has it matured into? The go-to place for entertainment for an enormous – and growing – user base. Although many of the app’s users are from younger generations, TikTok has grown up from its “ Musical.ly ” teen years.
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