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.  

svg%3E - TikTok fever is spreading – but the hype could die out in the US market



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.

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