Which social app do you think adults spend the most time on? Since the rise of social media channels, adults have remodeled their downtime to include social apps. Whether people are laying in bed, waiting in the school pick up line, or distracting themselves at work, social media has crept into the cracks of life. Of all the social apps, it’s one of the newest apps that captivates the most daily attention: TikTok.
Adults spend an average of 38 minutes a day on the short-form video sharing app, checking out everything from duets and dance competitions to hashtag challenges and funky audio.
Take a look at the research below from Insider Intelligence that predicts time spent on social networks in 2022. Adults will spend the most time on TikTok this year, but Twitter is a close second. Adults spend an average of 35 minutes a day on the text-based social app, followed by Facebook, Snapchat, and Instagram.
If you were to add up the time spent on all four apps in a day, you’d see adults spend 163 minutes, or 2 hours and 43 minutes, each day on social media. Separate reports have found similar results.
What makes TikTok so captivating?
What is it about TikTok that lures adults to it? TikTok is:
The new kid on the block
The social app is the newest to join the social app revolution, launching in 2016, which is 12 years after the granddaddy of social apps, Facebook, started. It’s logical to think that some of TikTok’s charm stems from being “the shiny new toy.” But that doesn’t mean it’s a fad. The video-sharing app now has 1 billion monthly users and it’s still growing.
Entertaining
Most TikToks are light and funny, and just, entertaining. It’s easy to get swept into a TikTok time warp, watching video after video. Some of the most popular TikToks are a Harry Potter illusion and a baby smiling. They’re nothing fancy, they’re just fun to watch.
The app also suggests videos to watch in its “Discover” section, so there is no shortage of content to consume.
Filling a need for authenticity
Above all else, TikToks are authentic. The videos shared aren’t highly produced or glamorous; most of them are short, simple videos of creators sharing a snapshot of their life.
Consumers are tired of generic advertising, “brand speak,” and being talked “to.” Consumer sentiment is shifting to value honesty, transparency, and maybe even a little levity; and research supports it. Ninety-one percent of consumers say they’re evaluating brands for authenticity before they engage with them.
Loved by Gen Z
Propelling the TikTok triumph is Generation Z. Over half of all Gen Z consumers are on TikTok. Today’s youth are usually early adopters of social channels, but in this case, they’re gravitating toward the app in droves. While millennials are starting to use the app as well, it remains a “Gen Z domain,” says YPulse.
What marketers should do with this information
TikTok is a red-hot social channel right now, so it makes sense for marketers to explore using the platform to reach consumers — especially if your target audience is 25 and younger. Here are a few steps to take:
Set up a brand channel and do research
If you haven’t already, consider setting up a channel for your brand. Take some time to see how your competitors and others in your industry use it. What are they posting? Who’s in the videos? How long are they? What’s effective?
Follow others
TikTok works similarly to other social channels in that you can follow other relevant people, brands, or influencers. Spend some time finding and following others on the channel. You can use the Discover tab and filter the results to suit your needs. You could also add contacts from your phone and find them on TikTok.
Start posting TikToks
Brainstorm some content ideas and get started. Remember, you don’t want stuffy corporate videos or sales pitches. TikTok is “low-fi and light” so make sure your content meets that goal.
Aren’t quite sure what to post? Brands seem to have success with hashtag challenges. Take a look at these examples of #HashtagChallenges for inspiration.
Work with a TikTok influencer
To help get some TikTok traction, connect with an influencer and create a campaign together. There are many, many people on the platform with niche followings, so look for one that aligns with your brand goals and target audience.
Aren’t sure how to approach an influencer? Try IZEA’s Influencer Discovery platform. You can search for influencers, connect with them, and negotiate a deal all in the platform.
Need some ideas for an influencer campaign? Red Bull teamed up with professional Fortnite player Keeoh for a “trick pour” of the gamer’s favorite energy drink. Guess, the denim brand, worked with influencers to showcase “drab-to-fab looks.”
Using these tips, brands can get started on TikTok; the social media app that adults spend the most time on every day.
Influencers:
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Marketers:
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