TikTok usage – facts and figures
What is the composition of the current TikTok community? How often are users in the app every day? A few facts and figures: In Germany, TikTok users spend an average of 39:00 minutes a day watching new content. On average, they open the TikTok App a full 8 times a day, which is quite often compared to many other apps.
The content in TikTok consists of small videos with a longer of 15 to 30 seconds. Originally it was mainly about singing songs (playback). Users can choose their favorite songs from millions of songs or current songs from the charts. In the meantime, however, a lot of comedy content also makes small stories (Story Telling). The content production is very complex, because the videos always have to offer entertainment. Colourful, loud and young!
With 6.5 billion views per month, TikTok in Germany is definitely relevant and has a growing and aging audience. The users are 54% female and 46% male.
- 39 minutes daily usage; users in Germany
- Ideos with 15-30 seconds
- 6.5 billion views a month.
- 54 % female and 46 % male users
Here is a current evaluation of Digiday (2018/11):
How does TikTok work?
TikTok is a little bit like Instagram, only more colorful, louder and above all more moving. Just one look at the start screen shows that it’s all about entertainment. While Instagram shows a stream with three pictures next to each other, TikTok shows three videos with animated preview – constant movement!
The videos are mostly about well-known and current music songs, which are sung by young people (playback). TikTok works in partnership with the major music industries and offers almost every song available. Therefore bloggers are allowed to use the songs for their videos for free. Others watch the small videos for amusement. Music is the big main component of TikTok. But besides music there are other small channels that are gradually building up.
Target group, users and best practice examples
If you don’t know TikTok yet, you might know Lisa and Lena, currently the most successful German influencers. The two 15-year-old twins already have over 23 million followers across networks. This makes them among the absolute elite and they even produce their own music, with music video shooting in Los Angeles. This shows how powerful TikTok is with a young, very young target group.
Experiences with TikTok
There are only a few TikTok agencies in Germany. The subject matter is extremely new, few have access to their own Influencer Pool and even fewer have the expertise in existing social media strategies.
That’s why we want to give you some insights into our agency work here, in advertising, content creation and of course we also give you a little best practice. In our case study you will see the objectives, as well as the price and costs per follower and can derive possibilities for your own social marketing.
For advertisers and companies, one piece of information is important first: For TikTok, you still have to fall back on a certified agency. In Facebook’s ad manager, which can be used to control campaigns on Facebook and Instagram, anyone can log in, both private individuals and companies.
TikTok selects its advertisers precisely. Accordingly, you need a certified partner for your campaign.
Those who know Facebook know that it can be a lot of work to have new creative ideas for graphics and small videos every day. Youtube is even a little more complex. Here influencers (but also companies) have to shoot whole videos. Accordingly the video production needs planning and preparation. The advantage of Youtube, usually a new video is published only once a week. That means, creativity has 6 days break.
Content creation for your own TikTok channel, on the other hand, is costly. Every day new, creative content has to be published. Not just graphics, like on Facebook. On TikTok it needs people, interaction and wit.
Case Study and Best Practice
We would like to present a small, first case study of a large shoe retailer to you here. The rough target of the 30-day campaign was a follower growth for the newly established channel. The 10,000 followers (in the first year) were to be reached by the end of 2019.
Our support lay in the fact that we were able to place first mentions, so-called Mentions, by contacting TikTok influencers in a targeted manner. This branding has 3 advantages:
Brand Awareness (brand awareness in the new social network)
With our 30-day campaign, with 1 influencer alone, we were able to increase the number of followers of the customer by 995 followers.
Goals of the campaign:
- 10,000 followers in the first year
- Support in reaching the goal
- 30 days campaign period
- 2 influencers (16 and 17 years)
You have questions? We are happy to help you, friendly and direct!
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