It’s no secret that we can no longer avoid the TikTok phenomenon. Observing its growth over the past two years and the way things are trending, it could become the third most popular social network in the world in 2022, after Facebook and Instagram. The former has 2.1 billion followers and the later 1.2 billion. Presentation of a platform on the rise.
A platform for every age
In 2019 the platform was almost exclusively used by young people under 18 years old. However, as the graph below shows, this trend was rapidly reversed following the adoption of the platform by older followers (notably those aged 30 – 49), thus reducing the proportion of younger users (those under 20 years of age). Historically, the more popular a platform gets, the more the general public becomes aware of it, thus smoothing out age differences.
Number of TikTok followers by age group, March 2021.
The algorithm for every taste
TikTok’s strength lies in its algorithm. Very rapidly, as soon as users arrive on the platform out of mere curiosity, they will find something to their taste, because content is modeled on users’ profiles. For example, if you open your 18-year-old sister’s TikTok account and compare it to your 62-year-old mother’s account, you will find that the content is vastly different. To determine what is presented to a user, TikTok bases itself on several actions. Here are some key elements observed by the platform:
- The time spent viewing a meme video: the more time you spend, the more the algorithm understands that you like this type of content.
- The speed with which you pass from one content to another while you navigate on your cell phone.
- Adding a “like”, a comment or a share are evaluated on the same level as the number of views of the same content.
- Signing up for an an account after exploring its content.
The more users consume content on the platform, the more the algorithm continues to nourish and customize itself. It goes as far as very precisely targeting the preferences. the leisure activities, the behaviours as well as the values of users. For example, universes have been created according to users’ fields of interest, such as “booktok”. This one represents a space that brings together all those who like books. These people find each other mainly through hashtags and consumers of this type of content develop a feeling of belonging to these microcommunities.
An approach to monitor
It’s essential for a brand to understand its audience – its essence, its identity – and equally important not to fear presenting more curated content adapted to the precise and specific nature of content that platform users are looking for. This customized approach offers a greater number of occasions for creators and enterprises to break through to audiences. TikTok means it’s time to make the leap!
Source 2 : https://mcetv.ouest-france.fr/decouvertes/mon-mag-lifestyle/tiktok-lapplication-pourrait-devancer-twitter-et-snapchat-en-2022-21122021/
Source 3 : https://blog.hootsuite.com/tiktok-algorithm/