It is no secret to anyone that TikTok is the next great platform that brands want to conquer.
The reason is none other than the interest that users have placed in this social network, which has allowed it to be located within the most used and fastest growing platforms right now.
In recent weeks, TikTok became the most downloaded application in the world, which is no small thing.
The information came from the hand of Nikkei Asia, a firm that after conducting a worldwide study determined that TikTok has become the most downloaded app in the world.
This is the first time that an application, since 2018 when this study began, has managed to unseat the firms owned by Facebook (Messeger, Facebook, Instagram and WhatsApp).
The most striking thing about the study is that even in the United States, where Mark Zuckerberg’s apps had always been in the lead, TikTok managed to snatch the crown.
Thus, during the past year TikTok became the most reloaded app in the world by climbing three places compared to what was registered in 2019, to surpass Facebook, WhatsApp, Instagram and Facebook Messenger that make up the top 5 of the list.
These types of milestones have allowed the Chinese application to begin to occupy a privileged place in the investments of the marketing teams.
At least that is what the recent study Influencer Marketing Hub shows, which indicates that despite the fact that Instagram remains the most used social network for influencer marketing campaigns, it has begun to lose ground to TikTok.
Over the past year, 80 percent of influencer marketing strategies lived on Instagram, however this number has now dropped to 68 percent.
In second position, TikTok is located and although the social network does not have data for 2020, it arrives with special force for 2021. This causes Facebook to fall to third position with a game in its numbers that went from 45 percent to 43 percent .
In this way, it is clear that TikTok has begun to gain a privileged place in the world of advertising, and although there are many doubts around this app, the truth is that the bet of the brands seems to be going the right way.
This is stated in the latest report ‘Media Reactions 2021’ Kantar, which indicates that the platform’s exposure has increased from 19 to 37 percent.
This is good news for brands, who with more and more ads in this app, can boast that their TikTok executions are considered by consumers as the most fun and entertaining.
Although these are undoubtedly favorable points for brands in more ways than one, the truth is that brands seem to be making a mistake that could ultimately slow down the performance of campaigns and the relationship of advertisers with TikTok.
And, according to the Kantar study, audiences affirm that ads on TikTok are usually too repetitive, this despite the fact that TikTok is considered the number one platform in “innovation and entertainment” during 2021, followed by Instagram and Spotify.
Attracting the public without disturbing them and in a non-intrusive way is not easy; However, brands and their teams will have to work on this aspect in detail so as not to let go of the great possibilities that TikTok offers right now.