TikTok is a formidable platform with a global community of more than 1 billion users who share all kinds of content, from viral dance videos and fun challenges to beauty tutorials and cooking hacks.
As the platform continues to grow, so does the opportunity for brands to connect with their unique audiences.
Brett Armstrong, TikTok’s Global Business Solutions general manager, spoke to Mediaweek about how the platform is a source for trends, growth and community engagement, as well as the platform’s plans for the year ahead.
TikTok as a source for trends
The entertainment world is a large and constantly evolving space, and TikTok occupies a unique place. Armstrong said that the appeal of TikTok as entertainment had seen exponential growth in Australia and New Zealand from people of all ages and backgrounds.
“Research from the #TikTokMadeThemBuyIt ebook shows a massive 75% of people come to TikTok to be entertained.
“Authenticity is a significant driver of entertainment, and as a community, we pride ourselves on this, and so do our users, with 77% agreeing TikTok is a place where people can express themselves openly,” he said.
The Global Business Solutions general manager also noted that these communities form around shared themes and topics, which drive the groundswell that powers trends and culture.
“In Australia, 35% say TikTok is a source for keeping up with trends. This unique ability to surface the next big thing keeps our users coming back for more,” he said.
The power of TikTok in business
Armstrong added that the platform wields impressive commercial power, with 67% of users agreeing that TikTok has inspired them to shop even when they’re not planning to. He noted that #TikTokMadeMeBuyIt has more than 12.8 billion views globally.
Armstrong noted that TikTok is looking to do much more to support the business community in Australia and New Zealand.
“The pandemic has affected much of Australia and New Zealand over the past couple of years, there is never a better time to support businesses that have been doing it tough.
“TikTok provides an opportunity to flip traditional marketing on its head by enabling businesses to break the clutter and build conversations through creative storytelling that connects with the community,” he said.
This comes after the platform hosted TikTok Made Me Buy It LIVE last year to help local brands, retailers and entrepreneurs reach new customers and kickstart their festive shopping trade.
Growth and engagement
In a time of economic and political uncertainty, Armstrong noted that TikTok would continue to grow by entertaining users and providing a sense of connection due to the diverse range of content.
“What we’re seeing is an increase in News and Entertainment (311% Jan 2021 vs Jan 2022), Sports & Outdoors (288% YoY), Travel (308% YoY), Baby & Maternity (255% YoY), and Automobile (156% YoY) content,” he shared.
Armstrong added that TikTok would continue to drive business partnerships and empower business owners to advocate for their brands through reach, performance, and engagement.
“In fact, businesses in Australia have used TikTok to find customers, keep afloat, and get their business out there – including brands such as Koala and Mecca who are successfully diving into e-commerce on the platform,” he noted.
The outlook for TikTok
Armstrong said that he hopes TikTok will continue to create more impactful partnerships like their work with Canva in encouraging small businesses to advertise on the platform to streamline their marketing process.
“We also hope to continue meaningful relationships like #EmpowerMoves, with UN Women Australia,” he added.
The Global Business Solutions general manager added that entertainment commerce would continue to evolve with live experiences that embrace users’ appetite for entertainment and new ways to discover and shop.
“As we see brands bringing joyful entertainment to the table, TikTok will continue providing solutions that help them convert interest into real-life actions,” he said.
Armstrong also said that TikTok would also continue to prioritise safety on the platform, as well as solutions for brands, transparency, and partnerships to bolster safety on the platform for creative expression
“We believe that by prioritising the safety of our creators and community, we, in turn, create a positive environment for brands,” he added.
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Top image: Brett Armstrong