TikTok has earned its seat at the table with its platform counterparts and continues to force them to adapt to the changing social sharing landscape. All of these elements combined have changed how brands approach their social marketing stack – particularly in relation to how ad spend is allocated. TikTok is also a place of visual discoverability as it’s overtaken Google Search in the eyes of Gen Z users. New content trends have developed including lip-syncs (migrating their lip-syncing predecessor Musical.ly in 2018), comedic sketches, and special effect filters. TikTok’s demographics have also evolved, with older generations checking out the app to see what it’s all about, influencers turning into content creators, and brands discovering the viability of TikTok advertising. This explosive growth has drawn attention away from the tried and true platforms such as Google, Meta, and Snapchat as TikTok is now the most downloaded app of 2022.Īs fast as the social landscape is changing, TikTok has adapted to its growing audience while making headway in the paid social landscape as marketers take notice. The TikTok stats continually outperform almost every other mobile app and social media platform. Unless you’ve been living under a rock, you know that TikTok is one of the fastest-growing social media platforms in the world.
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