At this point in 2022, we do not think it is necessary to comment on or explain the success of TikTok as a social network. However, it is a fact that, since the pandemic, its abysmal progress has generated great interest in finding the best TikTok strategy for brands.
Being present on this platform offers many benefits in terms of visibility, reach, and, above all, engagement or interaction. Even more so when advertising with TikTok Ads has already gained ground, offering companies greater possibilities for growth and conversion, not to mention the option of online shopping within this same platform.
According to Statista, the estimated number of monthly active users of this network by 2022 is 755 million. Any brand wants to be where its audience is, but the million-dollar questions are: to whom, how, and in what format?
Who uses TikTok?
The brand communities generated on TikTok are increasingly exerting a greater influence on users. As a social network, it has proven to have a great capacity to generate engagement with a total interaction rate of 67.5 million and efficiency levels of more than 1,800% compared to Instagram, according to the Epsilon Technologies study “Epsilon Icarus Analytics Panel on TikTok usage among Spanish companies 2022”.
Today, there is still the belief that the only consumers of TikTok are the youngest. Therefore, the above figures seem to make more sense, as we tend to believe that it is the members of the Z and Alpha generations who spend all day glued to their cell phones creating and sharing content on this social network. However, a study by Rebold highlights that there has been an increase among the more adult audience. The 45-54 age range rose from 17% to 19%, which means that almost 40% of users are now over 30 years old.
On the other hand, those under 18 years of age represent 28% of its users. The 19-29 age bracket accounts for 35%, while those between 30 and 39 years of age account for 18%. Finally, those over 39 make up 19% of the community.
With the diversity of audiences on the platform, it is essential to find the best TikTok strategy for each brand.
What formats connect best with the audience?
As has always been said, there is no magic formula or mathematical equation for success in social media. Each brand knows its audience and can connect with it in different ways and at different times: there is no one format for each brand. If you are seeking a source of inspiration and guidance on how to buy tiktok likes, visit their page for further info.
For example, here’s a button. According to the Epsilon panel, the top 10 most successful brands in 2022 in Spain are National Police, Platanomelon, Starbucks, Carrefour, Hawkers, Dia, RedBull, and Iberdrola. If you analyze them, you will see how each one reinforces what works best for them.
What we are seeing more and more is the way in which brands have left aside conservative strategies focused on selling and have opted for other formats that humanize them. You probably know the case of Ron Barceló, a brand that instead of speaking from a corporate point of view has developed its brand image around “Roni”, a kind of character (the brand’s community manager) who talks one-on-one with followers. So much so that many might consider him a friend.
