Social media platforms are designed to keep you scrolling and engaging. TikTok is the undisputed champ at this. (And although you may see TikTok dabble in longer-form content in the future, short-form is where TikTok shines.) It’s like when someone who knows you brings you something you want without you even asking for it or without you even realizing you want it in the first place. Chances are you’ve gone onto YouTube to watch a film trailer only to find yourself looking at recipes for chicken tikka masala 45 minutes later. It happens to the best of us—don’t worry.
And one final thing to consider: Even if you don’t have TikTok, you’ve seen TikTok content, and you’re going to see it again. Such is the porous nature of online life. The best of TikTok gets reposted onto YouTube, Facebook, Instagram, Twitter, WhatsApp, and other platforms you visit. Who’s Using TikTok? As of last year, TikTok had been downloaded more than 3.3 billion times, with more than 1 billion active monthly users currently—and with over 1 billion video views per day! One thing that you might be interested to know is that 59% of TikTok buy email list users are female. So if you want to market to women (especially those aged 19-29), this is where you’ll find them! It grew in a big way during the pandemic.
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Not just in viewership but in demographic diversity too. In the last 18 months, adult users have increased 5.5 times. Under 18: 28% 19-29: 35% 30-39: 18% 39+: 19% These new mature users are not just passive observers either, boasting an engagement rate of 17.99%! They’re out there making original content. How to Make Sense of the Algorithm It’s essential to understand how the TikTok algorithm works if you want to run a successful marketing campaign on the platform.