Tik Tok App is developed by the same company as Douyin App which is Beijing ByteDance Technology. The User Interface is the same, but its operation, popularity and marketing strategy is totally different.
The majority audience of TikTok is mainly come from the young people segment globally. Whereas Douyin is aiming at different segments of people in Mainland China. TikTok and Douyin accounts are not inter-useable. (TikTok users cannot watch Douyin videos. Vice versa, Douyin users cannot watch the videos of TikTok.)
TikTok went online in the summer of 2017, it became popular with global users. It covers many countries include USA, Thailand, Indonesia, India, Germany, France, Japan, and Russia, etc. It became the first place of most downloaded Apps of App Store and Google Play many times. In 2018, TikTok was awarded “The Best App” in Indonesia. With Apple’s Best of 2018 evaluation, TikTok became the No. 1 hottest free App in Japan. In Japan, TikTok has reached 20 million users, the population of Japan is about 100 millions.
TikTok is a creative platform, users can actively get involved and sharing. There are plenty of free creative contents, users are also happy to have marketing contents. If brands are being placed in the creative contents, there will be great marketing effect.
For example, The International Fund for Agricultural Development from UN’s promotion, they encourage users use keywords to tag themselves. There are over 20,000 users upload videos, and the videos have been played over 95 million times. It is proven there is a great potential in the young people sector.
TikTok encourages users proactively involve, it is one of the best platform to reach out the young people widely. Brands can take this advantage, with challenging topics and interactive activities with the users. A lot of brands have videos gone viral through TikTok.
For example, the famous fashion brand Calvin Klein promotes “MyCalvins” activity, this is one classic brand marketing tactic with TikTok. Calvins Klein uploaded short videos of Kendall Jenner and Shawn Mendes celebrities to TikTok for advertisements, also promoted challenging topics, encouraging users to use Duet function to make videos - it became the most popular online activities in the fashion company marketing history. Report said, compare to Justin Bieber became spoke person in 2015, the effect is 10 times more by using TikTok.
If brands are aiming at young people globally (not including China), TikTok is an excellent choice of platform.