You’ve heard of social media platforms like Facebook and Instagram, but you probably aren’t familiar with the new “Instagram, Vine and Twitter mashup”  known as TikTok. The on-the-rise app started to become popular with millennials and Generation Z, and now has 500 million users. I have heard of the app but never took the time to actually figure out what the huge craze was about until now.

What is TikTok?

TikTok is a free social media platform formally known as that allows users to make and share dancing and lip-syncing videos. The videos can be up to 15 seconds long or can be stitched together to be as long as 60 seconds. Users can also add music, filters, and sound effects to their videos. Hashtags are essential to the platform as they are the function that organizes content through hashtags associated with challenges, memes, and other popular topics. The videos appear similar to an Instagram story or Snapchat, taking up the entire screen of your phone. The app is available for download on the App Store and the Play Store.

Who is Using TikTok?

Huge companies have started using the trending app to spread the word about their products. These companies created challenges with a hashtag which related to their campaign and invited TikTok users to make videos for it. Guess was the first company to partner with TikTok and ran a campaign called #inmydenim that went viral. This campaign aimed to have young adults share their denim style.

McDonald’s also created a TikTok campaign. Theirs was called #BigMacTikTok and challenged users to create videos using the Big Mac song of their choice and post it to the platform as well as send it into the website to be considered for the grand prize.

 How Can Your Business Utilize The New Social Media Platform?

Since the number of users on TikTok is growing every day, your business could, in my opinion, benefit from creating a TikTok Challenge campaign or running an ad on the platform if you have a creative idea.

Ads were introduced in January, and businesses can now run them on the search page of the app. The platform allows you to set your budget, target audience, and most importantly be creative! You can choose from a variety of ad options including Brand Takeover, In-Feed Native Video, Hashtag Challenge (discussed above) or the new 2D, 3D, and AR Lenses. (

In Conclusion

TikTok is a fairly new app with the potential to be the next big platform like Instagram, where every business has a presence. Keeping an eye on the platform and the advances in advertising opportunities for companies is a great idea, and if you think the platform will be beneficial to your business there is no harm in testing it out by running an ad, especially since you can set your budget!

About the Author

Samantha Payne

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