The app has been around for a while, but experienced massive growth during the pandemic. TikTok focuses on snappy, short-form video where polished edits are allowed, but certainly not required. Thanks to this successful formula, the platform has now reached the milestone of one billion monthly users—and all of this in less than five years.
<p><p><CENTER>___</CENTER> <p><CENTER>Want to learn how we help your brand grow?</CENTER></p><CENTER><div class="post_button"><a href="/agency/contact" class="button is-small">Ok, let's meet</a></div></CENTER>
Users spend about 20 hours per month on the app. When we compare this to Instagram, where users spend “only” 11 hours per month, it becomes immediately clear that TikTok is the place to capture users' attention.
Why do companies choose TikTok?
- Gen Z: 62% of young people between 16 and 24 are active TikTok users. Within this age group, half also say they use the platform daily (Imec Digimeter, 2021). For them, TikTok has become more than just a pastime. The app has evolved into a true search engine where Gen Z looks for vacation ideas, new brands, or fun bars and restaurants.
- Accessibility: Creating and sharing videos is very easy. As a user, you just need to capture some fun moments from your day and you can post them right away. You decide how far you go in terms of editing quality. Unlike platforms such as YouTube and Instagram, everything doesn't have to look as polished.
- Reach: Perhaps the platform's biggest USP: anyone can go viral. With the right sound and hashtags, anyone has a chance to be discovered—even if you only have three followers! How exactly this works remains a mystery to many. Like most platforms, the algorithm looks at what you interact with. What makes TikTok unique, however, is that you can actively influence this. Not interested in “fridge organizing”? Let TikTok know, and it will keep it off your “For You Page” (FYP).
- For TikTok newbies: the “For You Page” (FYP) is the page where you see all your recommended videos. As soon as you open the app, you immediately get hooked thanks to the automatic playback of videos. The infinite scroll keeps you curious about what's coming next.
- Localization: Although it's a global app, TikTok often organizes local contests and challenges. It taps into local trends through the use of localized hashtags.
How can companies creatively use the platform?
TikTok is no longer only relevant for younger users—companies are also finding their way to the platform more quickly. A great example is Ryanair. By playfully and humorously jumping on TikTok trends, the account has already gained 1.7 million followers. Another example of a successful TikTok strategy is Duolingo. Its recognizable bird mascot has already generated 94 million likes.
But why are companies like Ryanair and Duolingo so successful? Both brands are excellent at tapping into trends. For companies on TikTok, it's important to let go of aesthetics for a moment and ditch rigid templates and logos. Authenticity and recognizability are the keys to success—along with a healthy dose of self-mockery.
<div class="tiktokgrid-1"><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@ryanair/video/7229727669624048922" data-video-id="7229727669624048922" style="max-width: 605px;min-width: 325px;" ><section><a target="_blank" title="@ryanair" href="https://www.tiktok.com/@ryanair?refer=embed">@ryanair</a> <a title="fyp" target="_blank" href="https://www.tiktok.com/tag/fyp?refer=embed">TVs on planes are so 1988 💅 <a title="entertinment" target="_blank" href="https://www.tiktok.com/tag/entertinment?refer=embed">#entertinment #fyp</a></a> </section></blockquote></div><a title="ryanair" target="_blank" href="https://www.tiktok.com/tag/ryanair?refer=embed">#ryanair</a> <a target="_blank" title="♬ original sound - glee" href="https://www.tiktok.com/music/original-sound-6973833975932521222?refer=embed">♬ original sound - yellow<script async src="https://www.tiktok.com/embed.js"></script></a>
To use TikTok as efficiently as possible, it's beneficial for companies to collaborate with a creative agency that can provide fresh ideas and insights.
How TikTok gave a new boost to Bavet's brand experience
In the case of spaghetti chain Bavet, we were that creative partner. Like TikTok, Bavet seemed to appear out of nowhere but quickly grew into one of the go-to spaghetti spots for Flemish people. You can now also enjoy a good “Belgian spaghetti” in Liège and Maastricht. Moving to TikTok was a logical step for the company. Memes and pop culture trends were already strongly embedded in their Instagram content calendar. Chase developed a TikTok strategy and advised putting the “Baveteers” at the center, while also leveraging current TikTok trends. Our Hasselt-based TikTok affiliate Sophie Oome handles content creation—from concept to editing and publishing.
Bavet has since found its way smoothly onto the For You Page. So far, 34 videos have been posted over a period of 9 months, resulting in 1,000,000 views and more than 30,000 likes. While followers are less important, the account has also surpassed 1,000 followers.
In terms of comments and engagement, the strategy is also performing well. Young people comment and tag their friends and family to invite each other for a meal or to share the latest news about Bavet.
Want to explore Bavet on TikTok yourself? Here are a few TikToks to get you started:
<div class="tiktokgrid-3"><div class="ttwrapper"><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@bavet_spaghetti/video/7137248609115835653" data-video-id="7137248609115835653" style="max-width: 605px;min-width: 325px;" ><section><a target="_blank" title="@bavet_spaghetti" href="https://www.tiktok.com/@bavet_spaghetti?refer=embed">@bavet_spaghetti</a> <a title="itscorn" target="_blank" href="https://www.tiktok.com/tag/itscorn?refer=embed">It's ✨ SPAGHETTI ✨ #itscorn</a> <a title="corn" target="_blank" href="https://www.tiktok.com/tag/corn?refer=embed">#corn</a> <a title="belgianspaghetti" target="_blank" href="https://www.tiktok.com/tag/belgianspaghetti?refer=embed">#belgianspaghetti</a> <a target="_blank" title="♬ It's Corn - Tariq & The Gregory Brothers & Recess Therapy" href="https://www.tiktok.com/music/It's-Corn-7133362813254388523?refer=embed">♬ It's Corn - Tariq & The Gregory Brothers &</a></blockquote></div> Recess Therapy </section<script async src="https://www.tiktok.com/embed.js"></script> <div class="ttwrapper"><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@bavet_spaghetti/video/7225649680288320795" data-video-id="7225649680288320795" style="max-width: 605px;min-width: 325px;" ><section><a target="_blank" title="@bavet_spaghetti" href="https://www.tiktok.com/@bavet_spaghetti?refer=embed">@bavet_spaghetti</a> <p>There's no friendship than the one with your workbestie! </p>🥰🥰</section></blockquote></div> <a target="_blank" title="♬ this is for langit - a" href="https://www.tiktok.com/music/this-is-for-langit-7099788059700431643?refer=embed">♬ this is for a long time - yes<script async src="https://www.tiktok.com/embed.js"></script></a> <div class="ttwrapper"><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@bavet_spaghetti/video/7111270652258159878" data-video-id="7111270652258159878" style="max-width: 605px;min-width: 325px;" ><section> <a target="_blank" title="@bavet_spaghetti" href="https://www.tiktok.com/@bavet_spaghetti?refer=embed">@bavet_spaghetti</a> DID YOU KNOW you get your spaghetti for free if you have a red record in your menu? </section></blockquote></div></div><a title="belgianspaghetti" target="_blank" href="https://www.tiktok.com/tag/belgianspaghetti?refer=embed">#belgianspaghetti</a> <a title="belgianfoodies" target="_blank" href="https://www.tiktok.com/tag/belgianfoodies?refer=embed">#belgianfoodies</a> <a target="_blank" title="♬ original sound - Tik Toker" href="https://www.tiktok.com/music/original-sound-7095690411141810950?refer=embed">♬ original sound - Tik Toker<script async src="https://www.tiktok.com/embed.js"></script></a>
<p></p><CENTER>___</CENTER> <p><CENTER>Are you also ready to take your first steps on TikTok? We can help you get started!</CENTER></p><CENTER><div class="post_button"><a href="/agency/contact" class="button is-small w-button">Contact us</a></div></CENTER>
