Although I can see a possible downtrend in paid social media, although there’s not too many channels to flock to for true scale, as of now, TIKTOK is where brands and retailers will try to crack and penetrate the most. There’s no doubt that as much as people are on Facebook and Instagram, TikTok is the social network the youth has pushed into true mainstream and relevance as we head into 2022. EVERY marketer should be looking at TikTok and look at competitors, as well as non-competitors, to see if there’s a content strategy that can be both useful on the organic side of things as well as paid.
While TikTok has catapulted into popularity and still growing, here are how the social networks fare in late 2021:
Let’s look at some stats that are important for TikTok e-commerce and marketing going into 2022.
> TikTok has nearly 100 million monthly active users in the United States
> The majority of people use TikTok to find funny/entertaining content
> TikTok ranks as the second-biggest app in consumer spend
> 63% of TikTok ads with the highest CTR put their message upfront
> Vertical TikTok videos shot have a 25% higher watch-through rate
> The percentage of U.S.-based TikTok users by age: 10-19 – 32.5%, 20-29 – 29.5%, 30-39 – 16.4%, 40-49 – 13.9%, 50+ – 7.1%. This means that the TikTok userbase is aging up (so get on it now!). All data via Comscore.
> 60% of TikTok users are Gen Zers. Gen Zers are trendsetters. Next year, 74 million people in the U.S. will be part of “Gen Z”, which will make it the largest generation of all.
> As of April 2021, 48% of U.S. adults between 18-29 use TikTok, compared to 20% of adults between 30-49 and 14% among 50-64 year olds. (Pew Research Center)
> 51% of global TikTok users are male and 49% are female. (Hootsuite)
> 29% of US teens say TikTok is their favorite platform
> US influencers see high engagement rates on TikTok
> 37% of users have a household income of $100k+
> TikTok is used evenly across income ranges from under $30 thousand to over $75 thousand
TikTok is poised to have a strong 2022 with many brands & retailers flocking to the platform to gain access to possible new consumers, though we’ll see how the iOS challenges play toward budgets shifting around social platforms.
Nonetheless, it will be an interesting year to see how the social media network develops going into next year and competes for ad dollars and budgets from brands and retailers looking for more outlets than Facebook/Instagram for ‘cheaper’ clicks or different targeting.