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Within a short period of time, Tik Tok has exploded into the Social Media scene to become the most
downloaded app of all time, surpassing the Meta giant, Facebook. Currently, there are 1.2 billion active
users worldwide, 1.5 million of which are Sri Lankan. Tik Tok is a free media sharing platform featuring
video shorts (avg. 15 secs), and the quick format videos have users hooked as the global average of
usage per user is at 52 min per day. As the platform continues to gain momentum and grow in numbers,
progressive brands have started to partner up with Tik Tok influencers to showcase and feature their
products or start challenges to drive brand initiative.
More brands targeting demographics of Gen Z consumers have committed themselves to Tik Tok
marketing and are not looking back. Presently, 42% of total users are Gen Z (16-24), which begs the
question, of what is the rest of the user base compromised? That’s right; 58% of Tik Tok users are ripe
Millennial, Gen X consumers with a small percentage of the user base even being Boomers. (Hi
Grandpa!) Tik Tok encourages its users to engage with brands unlike any other platform, giving them an
immersive experience, create lasting memorability and express themselves.
Hashtags play a critical role in the “discoverability” of videos and are often used by brands to create
challenges. (Branded Hashtag Challenge) Users are encouraged to participate, express themselves and
be a part of a viral trend, promoting themselves and the brand along with them. So far, 33% of all users
have participated in a challenge at least once on Tik Tok.
Tik Tok Marketing is all about virality – the more exciting the video, the more views and engagement it
generates, and the more the algorithm showcases your content. Although major strides have been
made, most companies are still hesitant on the basis of “Is this really for us?” We say “Yes!” Tik Tok is
still new, allowing you to create new opportunities to grow your brand and create a unique identity if
started early. Getting a head start from your competitors is beneficial in any marketing strategy and
should not be missed. Tik Tok has also started to become more accessible for businesses by launching
Tik Tok for Business, encouraging more brands to join in on the action.
Current trends are rapidly moving towards video marketing as more social media users are spending
more time online, scrolling through viral videos, rather than static images. This year alone, this
percentage rose to 90%, which gives platforms like Tik Tok the advantage, culminating in faster growth
in new user sign-ups.
Instagram statistics show Sri Lanka has 250-300 influencers with a following of over 10k each and even
less on Tik Tok. However, there’s plenty of potential for Tik Tok exclusive influencers to rise up and take
the spotlight. As it is a growing market, we see the potential in absence. Tik Tok marketing is an amazing
new form of digital marketing with plenty of untapped potential.
If you find yourself intrigued and interested, we at Rubiq Outreach are more than happy and able to
make your brand go viral. Rubiq creatives is comprised of individuals with the right expertise and the
right connections, to study your brand needs and objectives long or short, in meeting your goals
whatever they maybe