Quick Background / Why Do I Care?
TikTok: based in China, in 2017 this $75 billion company made its way to the U.S. TikTok uses in-depth AI capabilities that track user data from the source (i.e. each user) via clicks, likes, and watches. What sets it apart? Its ability to use this data to predict what you will enjoy watching and then show you!
Snapchat: Popularized in 2011, Snapchat is a more informal way for users to communicate with their audience by posting “stories” that disappear after 24 hours.
You care because there is great potential for businesses to capitalize on these apps! The average user spends 45 minutes a day on TikTok, and it is the 3rd most downloaded app as of January 2020. Snapchat is also a gold mine, since the app has more than 100 million users who spend more than half an hour on the app daily.
How can I utilize them?
TikTok is appropriate for both large and small firms because it is used for its “you gotta see this” content. Maybe you have a jokester at your firm, or someone who is good at making people laugh. Posting funny videos of office happenings allows consumers to connect and get to know you. TikTok is often utilized for meme-level comedy and relatable content, so companies big or small have an opportunity to show a different side of themselves on this app.
While the audience for Snapchat is geared more towards millennials, at least 14% of its audience is over 35. The app tends to be casual rather than focused on aesthetics (i.e, the opposite of Instagram). If your company travels or is robust in its day-to-day activities, you might want to consider adding Snapchat to your repertoire and share your story with a younger audience. Even if it is something as simple as your firm hosting an event or someone bringing their dog to work, these small things add value because they give people an inside look at your company.
What about older platforms?
This is not to say companies should abandon older platforms such as Facebook, but instead add to them. If your audience is older, you may want to hold off on TikTok and Snapchat as the users are younger than Facebook and Instagram.
Digital and creative agencies especially have to be on the cutting edge of new technologies, but who is to say any company can’t try something new? Whether you are promoting car insurance or the latest Apple watch, these fresh apps could potentially replace the hard sell with a lighter, more personalized approach to marketing.