Hootsuite and TikTok have released a culture guide to encourage marketers to tap into the platform.
The guide provides marketers with fresh insights into the follower demographics and activity on the fast-growing platform, showing the app has grown to more than a place for dance challenges.
The app boasts 1 billion monthly active users who spend an average of 19.6 hours on the app per month, with a new TikTok user signing up every 8 seconds.
The culture guide also revealed that 47% of users say they bought something they saw in the app. TikTok has increased by 700% in perceived marketing effectiveness since last year, according to the Hootsuite 2022 Social Trends Survey.
It also explored how content creators use music and sounds, editing tools, filters and effects to tell a story in the most creative and entertaining they can.
The platform has also created a new brand of celebrity, different from influencers and creators. TikTok’s elite creators are made of mostly Gen Zers “plucked from obscurity by lip syncs, creative shticks, and TikTok’s organic-friendly algorithm, the platform’s top content creators, are the faces and voices of an entire generation.”
Among them are Charli D’Amelio, Khaby Lame, Bella Poarch, Addison Rae, Zach King and The Old Gays.
TikTok also boasts wide-ranging subcultures and communities on the platform where users can discover their place with tight-knit communities and niche groups, according to the guide. Such groups include #BookTok, #CottageCore, #PlantTok and #MomsOfTikTok.
The guide provides an insightful explanation for TikTok’s particular vocabulary, lingo and emoji meanings which helps with connecting to the audience.
TikTok’s new partnership with Hootsuite was unveiled last month. Hootsuite joined the content marketing speciality within TikTok’s Marketing Partner Program, an initiative that makes it easier for marketers to scale their content on TikTok.
As an official badged partner, the social media management platform has launched an integration that enables its customers to effectively manage, execute and optimise their TikTok content alongside their other platforms, from one integrated tool.