- This is a preview of the new Marketing on TikTok report from our partners at eMarketer.
- eMarketer PRO analyzes the social media industry and provides in-depth analyst reports, proprietary forecasts, customizable charts, and more.
- Check if your company subscribes to eMarketer PRO, or learn more about access here.
The fast-growing, Chinese-owned short-video app, TikTok, formerly known as Musical.ly, is gaining favor across many audiences worldwide. Within a mere year and a half, it has grown into a hybrid of YouTube and Vine, drawing in Gen Z smartphone users like bees to honey.
This platform’s easy-to-use interface has offered a unique appeal to even the most amateur content creator. While its viral component has created a steady buzz, it’s unclear whether this app will have legs to stand on in the US or be swotted away as competative apps emerge.
Reuters/Dado Ruvic
eMarketer has put together a detailed report, Marketing on TikTok, to offer 2020 insight into TikTok’s future growth potential in each region, and share how advertisers can adjust their strategies to target user preferences and rectify expected concerns.
Here are some highlights from the report:
- While TikTok is growing in popularity, its userbase in the US remains small. It will be crucial to cement partnerships with major organizations, like the NFL, to encourage continued engagement on this app through features like Hashtag Challenges.
- TikTok’s success in bringing together marketers and creators, implies that it could be a natural fit for influencer marketing. However, influencers will lose their interest unless advertising channels are offered so they can make money or grow their audience.
- TikTok uses Artifical Intelligence (AI) to monitor user engagement with videos to offer users a more personalized experience. But the novelty of this app will fade fast, unless concerns are put to rest about data privacy, censorship, and brand safety.
Interested in the full Marketing on TikTok report and getting more content like this each day? eMarketer PRO features in-depth analyst reports, proprietary forecasts, customizable charts, and more.
Click here to inquire about access, or check to see if your company already subscribes to eMarketer PRO.
