Everything you need to know about TikTok

TikTok is still dismissed as a platform for teenagers dancing. Its audience barely overlaps with the other networks and spends 94 minutes a day there. If you are hesitating to start, this article covers what the platform is worth to a brand and how to enter it without burning the first budget.
Content
Social Commerce
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Social Commerce
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short sumary

In 2022 TikTok became an unavoidable social platform, with no fewer than 25 million users in Belgium and France. Its audience is barely duplicated elsewhere and spends 94 minutes a day in the app, the equivalent of a film. You do not even need a TikTok account to advertise, but you do need a clear objective, a defined audience and a budget that matches the ad format. Content rules are its own: authentic, short, sound first, produced in volume rather than polished once.

In 2022, TikTok became an unavoidable social platform with no fewer than 25 million users in Belgium and France. It is also an opportunity for brands to seize.

Hesitating to get started? Not sure where to begin? This article is for you.

Who is on TikTok?

Let us start with the right questions. Globally, 43 percent of users are between 18 and 24 and 32 percent are between 25 and 34. That audience is barely duplicated on the other platforms, which is a real opportunity for your brand: 43 percent of TikTok users, for instance, are not on Facebook.

It is also one of the platforms where users spend the most time. We put the average time spent in the app in Europe at 94 minutes a day, the equivalent of a film.

So the case for setting up on the platform is far from negligible, but...

How does it work?

TikTok is a platform where most users, called TikTokers, watch or create short videos, from 5 seconds to 3 minutes, directly on their phone.

They usually share funny content, everyday life, or follow popular trends. Food and mom content have also been growing continuously since 2020.

We are seeing more and more recruitment campaigns launched by companies, as well as the explosion of ecommerce on the platform.

As a company or a brand, you do not need a TikTok account to launch a campaign, but you do need to define the following:

  • Your objective: awareness, consideration or conversion, all of it is achievable;
  • Who you want to reach and what you want those people to do (download a document, look at your menu, or go straight to purchase);
  • Your budget, so you can then decide which advertising format is the most appropriate.

Beyond the fun the app brings, it is probably the ideal platform for brands to create buzz with audiences from Gen Z through to young parents.

The platform delivers a continuous stream of videos and gradually identifies, almost too well, the tastes of every user. You could sum it up by saying it works like a television channel personalised for each member.

Do not wait any longer

The next step is to launch your first content, and for that we have a few golden rules. Favour an authentic, short format with sound that works, either a trending track or a voice over.

No need for a big production. Go for the natural, so the content fits your audience and your brand image as closely as possible, and above all, do not hesitate to multiply the content for maximum impact.

Looking for performance, fast and high reach, and an increase in sales? TikTok is exploding right now and competing with the other platforms thanks to very attractive returns on investment. It is the moment to test the platform against your marketing objectives.

Want more information to get started on TikTok, or hands on support? Our social team knows TikTok inside out and can advise you.

Conclusion

TikTok is not a younger version of the other platforms. The audience barely overlaps, the time spent is unusually high, and the content rules belong to the platform: short, authentic, sound first, produced in volume rather than polished once. You do not even need an account to start advertising. What you do need is a clear objective, a defined audience and a budget that matches the format.

Talk to a specialist about launching your brand on TikTok.

FAQ

Who uses TikTok?

Globally, 43 percent of users are between 18 and 24 and 32 percent are between 25 and 34. The audience is barely duplicated on the other platforms: 43 percent of TikTok users are not on Facebook. In 2022 the platform counted no fewer than 25 million users in Belgium and France.

How much time do users spend on TikTok?

We put the average at 94 minutes a day in Europe, the equivalent of a film. It makes TikTok one of the platforms where users spend the most time, which is part of why the case for being there is far from negligible.

Do you need a TikTok account to advertise on TikTok?

No. As a company or a brand you can launch a campaign without a TikTok account. What you do need to define is your objective, whether awareness, consideration or conversion, who you want to reach and what you want them to do, and your budget, which determines the most appropriate advertising format.

What kind of content works on TikTok?

Short videos, from 5 seconds to 3 minutes, shot directly on a phone. Authentic, short, with sound that works, either a trending track or a voice over. No big production needed: the natural fit with your audience and your brand image matters more. Funny content, everyday life and trends dominate, with food and mom content growing continuously since 2020. And volume counts, multiply the content for maximum impact.

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