How is TikTok Changing the World?

Even if you don’t pay attention to social media, the rise of TikTok over the last year has been one for the history books!!

The video-sharing app first launched back in 2016, but it was at the beginning of 2020 that it saw its meteoric rise. Since then, it became the single most downloaded app of 2020.

Editorial credit: XanderSt /

It increased its active user base five-fold, to a mind-boggling 689 million people. With figures like these, any concerns that TikTok was a flash in the pan have quickly evaporated.

In recent years, we’ve seen just how much impact platforms with billions of users like Facebook, Instagram and WhatsApp have had. Their influence extends as far as shaping our culture outside of the social media space.

As TikTok continues to go from strength to strength, it’s important to reflect on how this exciting platform is changing the nature of digital marketing and even the wider world.

The Rise and Rise of TikTok

Spent last year living under a rock? We don’t blame you. The news update is that TikTok is now one of the world’s most popular apps ever, having been downloaded millions of times. While there are several different features to consider, the primary purpose of TikTok sees users record and share 15-second video snippets with their followers.

What makes TikTok fascinating to users and digital marketers alike is the fact that over 63% of TikTok users are aged between 10 and 29. This makes it a distinctly tempting advertising platform for brands trying to attract and convert Millennials and Zoomers.

Image source: TikTok

Shifting the Social Media Landscape

Over the last decade, there has been relatively little competition for giant social media platforms like Facebook, Instagram and Twitter. However, none of these dominant platforms has ever had to previously deal with a contender like TikTok. 

TikTok’s Competition

While the occasional competitor has stolen the limelight for a moment, they have either faded into obscurity or have been bought out before they are big enough to really offer a threat.

Those that did manage to gain a foothold in the world of social media had their features quickly co-opted – as we all learnt from the cautionary tale of Snapchat and the release of the mega-successful Instagram Stories.

Editorial credit: Rohane Hamilton /

What Makes TikTok Unique

The TikTok app is fundamentally different to almost any other in the space. While Facebook and Instagram are about sharing the here and now, TikTok focuses on being a social entertainment platform first.

Everyone that knows about TikTok is already aware of the dance challenges, but much of what makes the platform special is simply the idea of remixing content and having fun.

While TikTok still has plenty of social features, the platform feels more like a video-watching service instead of somewhere to see what your friends and family have been getting up to.

Outpacing the Competition

With the recent release of Instagram Reels, Snapchat’s Spotlight and YouTube’s Shorts, it’s yet to be determined whether these similar ideas can capture the same kind of interactivity and success as TikTok.

Reaching the Unreachable

Traditionally speaking, capturing the attention of the youth target market has always been a massive challenge. Many young people don’t find marketing campaigns particularly relatable, while they tend to value sincerity and convenience more than other demographics.

While social media use amongst young people on platforms like Facebook is faltering, TikTok has managed to capture lightning in a bottle with its demographics clearly far younger than its competition.

Eyeballs on TikTok, Young…

With your average TikTok user opening the app around eight times a day for up to 52 minutes, this represents remarkable potential for brands looking to reach young people.

…and Old

However, the platform’s demographics are slowly beginning to shift older, as many more people around the globe have become aware of TikTok. In fact, those aged 30 to 50 years old now make up around 40% of the total user base in the United States, signalling a possible change in direction for how social media users interact with the platform.

Incredible Digital Marketing Potential

TikTok has changed the digital marketing game for brands of all shapes and sizes, with a variety of advertising formats that no other platform can match.

Emotional Connection

Just as brands use Facebook, Instagram and LinkedIn for powerful influencer marketing campaigns, TikTok is also great for forming partnerships with popular figures who share a like-minded audience.

With these people typically having a strong emotional connection with their young followers, influencer marketing on TikTok is making it easier for brands to drive interest and sales in their products.

Strategic Insight

In addition, advertising on TikTok offers several display advertising formats that utilise the platform’s in-depth targeting methods. Depending on your brand and its goals, companies can use TopView Ads, Brand Takeover Ads and In-Feed Ads to generate website traffic, boost sales and enhance brand awareness, among many other goals. With the help of First Page Australia’s social media marketing experts, we can tailor a personalised campaign that skyrockets your success.

Alongside other engaging marketing options like Branded Hashtag Challenges and Branded Effects Ads, TikTok offers a myriad of ways to give your brand a personality and attract its ideal customers. Plus, you can easily control your ad spend and target your strategy to users based on their age, gender, location, interests, device and in-app behaviours. This means creating a campaign with a top-notch ROI is within your brand’s grasp.

Image source: TikTok Business

Up Your TikTok Game with First Page Australia

Whether you’re looking to go viral or simply want to keep your audience entertained for a brief moment, TikTok is having a massive influence on both digital marketing and culture as a whole. With the platform responsible for countless trends that have emerged into the mainstream, capturing the right kind of attention on TikTok could change your brand’s fortunes forever. 

No matter what kind of goal you have in mind, First Page Australia can find a way to achieve it. Our wonderfully talented social media marketers have a wealth of knowledge when designing campaigns that appeal directly to your most desired target market. With TikTok showing no signs of slowing down, making sure your business makes the most of this exciting platform is essential. You can also utilise Facebook Sponsored Ads or advertise on Instagram if you want to run a holistic social media marketing campaign.

TikTok is far more than just teens and dance videos. You may be surprised to discover that a big portion of your target market uses the platform every day. Get in touch with our expert team to find out how we can help your business boost its reach and conversions with a comprehensive TikTok marketing campaign with the help of Victoria’s leading digital marketing company.