TikTok is the favourite social network among young people, but not only. With a potential to disrupt the digital and social media world, this application that combines two linchpins of the digital environment - music and social media - is having a sweeping success.

TikTok is an application for lip-sync videos, where users can record short, 15-second music clips and edit them with the help of filters and special effects.

Currently, the app has almost one billion users throughout the world, the vast majority of which are aged between 13 and 25. Female users account for over 70% of the total. In the first three months of 2018, TikTok was the most downloaded app in the world.

There are 4 million registered users in Italy, who spend over 30 minutes per day on the platform. 

TikTok is a real community, which allows for easier interaction. The level of inclusion is higher if compared to other social networks, and was one of the app’s most useful trump cards.

The global success of this application immediately attracted the attention of marketing experts, as communication strategies based on this platform have a truly great potential and provide new opportunities to reach the audience. 

Information released by the platform at the end of 2019 shows that user advertising spending on TikTok has greatly increased compared to the previous year, going from 4.3 to 18.2 million dollars (+423%). Figures clearly indicate that users are heavily investing on this social network. 

The strong point of this application is the possibility to use videos for visual storytelling. Back in 2018, McDonald's became one of the first companies to see and exploit this potential, launching a campaign based on a dance challenge.

In Italy, there are still very few campaign case studies on this social media platform. This makes TikTok an uncharted territory, yet with a very interesting potential.

Tiktokers love challenges, which they enthusiastically follow and share using hashtags, a well-known tool.

Unlike other social networks such as Facebook or Instagram, the audience on TikTok has a more casual approach, perhaps also due to its young age, and is looking for entertainment and light-heartedness.

Creating an account is fast and simple. After subscribing and setting up a new profile, you can launch a product campaign immediately and directly on TikTok. Currently, the fashion, food, gaming and cosmetic industries are the ones enjoying the greatest success on this platform. The reason can be found both in the young age of its users (the well-known Generation Z) and in the type of content which can be produced on the app.

All you need to do now is set up a profile and explore this new world!