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The trending app TikTok, known all over the world, became a great free marketing opportunity for brands and businesses. its interactivity and the potential for ad campaigns to go randomly viral, makes it a good platform for marketers. Today small businesses are creating media content in order to target local consumers. Short but captivating videos of new clothes collections, new menus from restaurants, demonstrations from beauty salons, before and afters from makeup artists and so on are efficient and free of charge advertisements. The algorithms are chaotic and so are the results. One video can go viral in less than a day while another one can get only around 10 views.

TikTok evolved from an experimental platform to an increasingly important part of brands marketing strategies. In addition to greatly improving its ad offerings, the platform also achieved impressive growth during Covid-19, from 48.3% to 52.2 million monthly visitors between January and March this year. According to Comscore data, the average minutes spent per visitor grew 10.8% in the same time period.

Initially the main audience was Gen Z users, from 18 to 24 year olds and still is the majority (35.3%), but  recently the number of 25 to 34 year old audience grew 5% from January to April and now consists 27.4% of users. As TikTok’s audience diversifies, it creates a great surface of potential consumers from all over the world.

Appealing visual content and a bit of luck from the TikTok algorithms and voila, you successfully promoted a product/service and attracted new clients.

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