TikTok: what is it and how to use this social network for business?

Success in the United States and the target of controversy, social network is on the rise with the young audience; know more details about it.

TikTok’s controversies

In this photo illustration, the TikTok app is displayed on an Apple iPhone on August 7, 2020 in Washington, DC. On Thursday evening, President Donald...

Valued at more than $20 billion, TikTok is at the center of a major controversy in the United States. The US government accuses the app of international espionage, for stealing user data. Because of this, President Donald Trump said that he intends to block the operation of the service in the country soon.

ByteDance, the company responsible for the application, denies this type of practice and even made the app code available to authorities for investigation. Meanwhile, big companies like Facebook, Microsoft and Apple try to buy the app to “Americanize” it, which guaranteed the “forgiveness” by the government. 

The numbers show overwhelming success so far. Data released by the company in January 2020 show a growth of 300% compared to the previous quarter. The expected revenue for this year is US$ 500 million in the United States alone. Some influencers charge as much as $10,000 per published video, an amount that brands have indicated is worth it.

How will this controversy end? We do not know. The fact is, the app has been bothering the big names in the market. Facebook, through Instagram, should launch an offensive against TikTok with the Reels feature. The idea is to simulate the same experience as the Chinese app, but taking advantage of Instagram’s extensive database.

TikTok for Business: what you need to know

In this photo illustration the logo of Chinese media app for creating and sharing short videos TikTok, also known as Douyin is displayed on the...

Controversies aside, the fact is that the application has been growing in Brazil and can be a great opportunity for companies to be present on this platform. There are several possible marketing solutions, in addition to the content production itself. Know some of them:

  • Brand Takeovers: 3-5 second ads in video format or with images.
  • In-feed Videos: videos of up to 60 seconds served in the feed.
  • Hashtag Challenges: A way for brands to challenge users to create content linked to a sponsored hashtag.
  • Branded Effects: Special effects in 2D, 3D, or augmented reality that can be added to videos.

In addition to the official formats, there are also the traditional forms of paid advertising carried out by influencers. 

10 most popular TikTok stars in the world

In this photo illustration the logo of Chinese media app for creating and sharing short videos,TikTok, also known as Douyin is displayed on the...

1st Place: Charli D’Amelio

2nd Place: Addison Rae

3rd Place: Zach King

4th Place: Bella Poarch

5th Place: Spencer Polanco Knight

6th Place: Loren Gray

7th Place: Dixie D’Amelio

8th Place: Will Smith

9th Place: Michael Le 

10th Place: Riyaz Aly

Why bet on a new social network?

In this photo illustration, the social media application logo, Tik Tok is displayed on the screen of a tablet on November 07, 2018 in Paris, France....

Just as your company uses tools like Facebook, Instagram, and Twitter to dialogue with consumers and promote content, TikTok is another promising channel through which you can reach your target audience. 

In terms of the number of users, the platform is still significantly lower than its competitors, but reports produced in the United States show that the level of engagement is high, especially among the younger audience. As with any new platform, testing and verifying the best way to interact with the public on this channel is essential.


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