Thinking it is one thing. Discarding this platform that’s smashing records both here in Europe and all over the world is quite another. Make no mistake, TikTok’s unstoppable expansion can’t be measured solely by the the new territories it’s sweeping across. You also have to look at the new kinds of users that are succumbing to its charms. And don’t forget the brands that are finally coming round and investing large-scale in the most famous app in the world right now.

Generation Z, sure, but droves of Milliennials too. And …Xers??

In this article by, Pablo Ferrer talks about how the average age of users of the ubiquitous Chinese app is on the rise, partly due to COVID-19 confinement

“Apart from what we already knew about TikTok as the biggest revelation of 2019 and that it isn’t going anywhere in a hurry, it seems that the current crisis has meant that it’ll stop being seen as that “teen” app and become something with far broader appeal.” 

I don’t know about you, but my circle of friends (which is populated by significantly more Xers than Zers, it pains me to report) is gravitating inexorably toward ByteDance’s enfant terrible. They might not all have accounts, but they’re certainly “consuming” (whether they’re willing to admit it or not). And yes, some have been driven to become lockdown TikTokkers. The less said about that the better…

But will they still be using the app when this all blows over? 

“I would go out on a limb and say that some of those users who came to TikTok because of confinement will leave when the lockdown ceases to exist.”

Even so, this shift in age demographic begs the question: “can my brand afford not take advantage of my users being on the platform, even if a percentage of them won’t be there forever?”

Sure, a chunk of your target audience may not be on TikTok in a few months time, but many hundreds of thousands still will. And in any case, why not impact the temporary users while the opportunity is presenting itself so tantalisingly? 

“There is no doubt that, as the network grows, so too do the opportunities for brands. Everyone who makes their living in this sector has been itching to propose and create campaigns on TikTok, but that perceived purely teen audience limited us to very specific brands. So this new scenario opens the door to new users looking for new things and means many brands will be able to find a totally new touchpoint for their target.”

With surprising new users, surprising new advertisers.

You don’t have to dig too deep to find some surprising stats about the kind of advertisers who’ve decided their brand needs to have a TikTok presence.

In this article, we can see how in India (further along the TikTok timeline than we are here in Europe) BFSI brands are jumping at the chance to position themselves front of their future clients’ minds nice and early. And they are loving the unifying power of the platform (you’ll find few more international and cross-community social networks), as well as its effective CTAs for actions like app downloads (a game-changer for many app-based financial services).

Sameer Singh, Monetization Vice-President at TikTok India has this to say about why banks in the country of more than a billion inhabitants are clamouring to be seen on the hit network:

“Apart from the opportunity to engage with 200 million users on the platform, TikTok offers a whole new new way to engage with Gen-Z and millennial consumers as BFSI brands look to embrace newer digital touchpoints”


Before you make a decision on whether your brand should or shouldn’t be on TikTok, ask yourself these questions:

  • Is my target audience there? (Whether permanently or temporarily)
  • Am I talking to my audience in a way that’s generating engagement?
  • Am I running the risk of falling behind as my competitors build a meaningful relationship with my clients?
If the answer to any of the above questions surprises you, it might just be time to open your mind to TikTok. There’s never been, and may never again be, a more interesting time to test it out for your brand.

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