Published: 19 February 2022
Why TikTok is Very Much on the Agenda of Businesses.
The social media app exploded with the general public during national lockdowns globally, with individuals taking to the app to entertain themselves, take part in dance trends and connect with people around the world.
Initially launched in September 2017 in China as an app for musicians, TikTok today is one of the largest social media platforms globally. Many businesses now realise the app’s potential to drive brand awareness, support recruitment, and generate income.
In 2021, TikTok reported having over 13.3 million daily active users in the UK alone, making it one of the world's fastest-growing social media platforms. However, earlier this month, the world’s largest social media giant, Facebook, announced its first-ever decline in daily active users in its sixteen-year reign and even blamed TikTok for taking its users!
Until now, TikTok has been seen as a unique platform. However, both online and offline retail giants such as Samsung, Primark, Zara and JD Sports have all delivered recent collaborations with the app and benefit from solid followings, all of whom have also confirmed generating sales through the platform, not only through advertising but through influencer collaborations and brand hype through individuals using the channel to promote their shopping hauls.
Since January, Why Media has also seen many of its clients in the UK and Europe enquire about the use of TikTok for both their B2B and B2C businesses, keen to understand how the app can be used to reach new audiences who generally engage through video content.
Claire White, Design & Marketing Director at Why Media, explains, “The UK took to TikTok from March 2020 when the nation was put into a national lockdown. It’s been an exciting channel to watch, attracting all genders, ages and nationalities. Retail brands were the earliest business adopters of TikTok, initially using it to showcase new products and encourage individuals to share their recent purchases (initially loungewear) on TikTok, which they would then reshare.
TikTok has recently become more commercial. Since Mark Zuckerberg’s announcement, which almost admitted that the app threatened Facebook, our clients are incredibly keen to reallocate a proportion of their digital marketing spend to explore the channel.
From Why Media’s perspective, we see every opportunity for clients such as Shopping Centres, Estate Agents and Housing Developments to maximise their exposure using TikTok; however, clients must be aware that due to the app being purely video-based and trend-based, this channel is somewhat more time consuming and in-depth than the likes of Twitter. However, it also has more potential to grow brand exposure and let third parties market your business for you than old social media platforms.
The expansion of TikTok also accompanies the rise in demand for influencer marketing which sees companies collaborate with individuals who have large social media followings (generally over 50,000 Instagram followers or over 500,000 TikTok followers) to promote their product, service or venue. Once again, Why Media has several influencer marketing strategies in place and has done since 2018 when the agency teamed up with Alisha LeMay to promote County Square Shopping Centre’s retail offer, which received over 220,000 views on YouTube alone.”
A Summary of the Business Benefits of TikTok.
- A multi-generational audience
- Video-based (the most engaging content type)
- Commercial opportunities
- Strong influencer marketing opportunities
- Brand exposure
- A solid route to getting the general public talking about your business/service/venue
Statista ranks the UK’s most influential TikTok users based on their following.
Some of the UK’s Leading Brands Currently Using TikTok.
Why Media is an award-winning design, marketing, digital communications and PR agency are offers tailored solutions to companies on a global scale. We have extensive experience in delivering design and marketing services to various companies, including professional services, property companies, financial institutions and shopping centres. We have offices in London UK, Hertford UK, Finestrat ES & Brescia IT.
PR & Marketing Contact.
Claire White - Design & Marketing Director
020 3007 6002 / 07834 274 532
Why Media is an award-winning design, marketing, digital communications and PR agency offering tailored solutions to companies on a global scale. We have extensive experience in delivering design and marketing services to a spectrum of companies including professional services, property companies, financial institutions and shopping centres. We have offices in London UK, Hertford UK, Finestrat ES & Brescia IT.