In 2019, a number of articles speculated whether the TikTok phenomenon would be a fad. However, a number of reports in recent months point to the Video app become a primary tool to reach younger consumers.
In May, eMarketer predicts TikTok will surpass Instagram in total Gen Z users in the US by the end of 2021 and Snapchat by 2023.
“TikTok has incredibly strong engagement and loyalty among Generation Z,” said Debra Aho Williamson, eMarketer principal analyst at Insider Intelligence, in a statement. “The members of this generation not only use it to chat, but increasingly also to get to know and discuss major topics such as climate change, politics and news. Other social platforms offer such content as well, but TikTok’s unique video style and aesthetic appeal to young people. “
A recently published poll of IRI found from women aged 17 to 23 years in the United States 39 percent learn about new products through TikTok videos, just behind friends and family as the main source.
IRI wrote in the report, “In the dozen of conversations we’ve had with Gen Zs, TikTok has often been cited as the first place where new products are widely noticed. The attractiveness of TikTok is closely related to the general desire of Generation Z for less “manufactured” engagement and more “real” organic content. “
Other recent studies have also highlighted TikTok’s advances:
- TikTok outperformed YouTube in terms of average time spent per user in the US and the UK in May, according to a mobile analytics company App Annie. The average US user spent 24.5 hours per month on TikTok
- A study of mobile video ads on the Real eyes Video testing platform, released in February, found that both user-generated and branded TikTok videos outperformed Facebook and conventional ads on Realeyes’ Quality Score, which measures a video’s ability to perform live in the marketplace.
- 68 percent of corporate brand marketers and agencies planned to use TikTok in their influencer marketing, according to a survey published in February and March of Linqia. That is 16 percent in a survey carried out in early 2020.
DISCUSSION QUESTIONS: Is TikTok supplanting Instagram, Snapchat, YouTube and other social platforms as tools for interacting and shopping discovery with younger consumers? What makes it attractive and how do retailers and brands use the platform to connect with the generation?
“TikTok has shown enviable momentum as an influential retail channel.”
“TikTok is a pure medium. And just one of many. Companies MUST focus on figuring out where to best reach their customers to promote sales. “
“Want to know when TikTok skipped the shark? You’ll know when the RetailWire community is using it on a daily basis.”