Good Morning McCann with TikTok
TikTok, a Chinese short-form video app formerly known as musical.ly, is exploding in popularity in the West. Last week, TikTok joined us for our latest Good Morning McCann installation. If you don’t know anything about TikTok, I would say it’s a mixture of Vine in terms of output & Instagram in terms of the tools it offers.
Since entering the United States market, the app has seen some impressive numbers:
Downloaded more than 80 million times in the US. Nearly 4 million of those downloads came in October alone, a 31% month-over-month leap that propelled downloads of TikTok past those of the Facebook, Instagram, Snapchat and YouTube apps last year
Downloaded more times than Instagram in 2018 after passing the 1 billion download mark
Users are heavily engaged with the app, spending 46 minutes per day on TikTok, on average
TikTok (like Snapchat in its early days) is a new way to reach young consumers, between 16 and 24 years old. However, it is working on ways to further expand its reach. While TikTok doesn’t have a way for publishers to directly monetize on the app, some publishers are still choosing to experiment, including NBC News, ESPN & iHeartRadio.
Advertising is limited on TikTok. However, a biddable option will be available in beta this summer and could open the door to monetization options for publishers & advertisers in the future. Last year, TikTok worked with select brands developing paid sponsored campaigns, like the Guess #InMyDenim challenge: https://www.businesswire.com/news/home/20180831005348/en/GUESS-TikTok-Launch-First-of-Its-Kind-Fashion-Partnership
The app has spawned numerous viral trends and internet celebrities around the world, propelled songs to fame, and is known to be popular among celebrities due to its popularity and social influence, including Jimmy Fallon & Camila Cabello.
Users are engaged because anyone, regardless of creative ability, can make content that feels professional because of the tools it offers. There are a variety of trends within TikTok, including memes, lip-synced songs, and comedies. Duets, a feature that allows users to add their own video to an existing video with the original content's audio, have led to most of these trends. Check out some content below:
Horse – Leverages viral song: Old Town Road by Lil Nas X
Kitchen – Leverages a meme featuring the song: Boys by Charlie XCX