Social media in China has unprecedentedly reached new height. According to survey from Hootsuite, China has around 1.007 billion active social media users, in contrast to that of 200 million in U.S.A. The value of e-commerce market in China is reported at $636.1 billion USD. As more consumers refer to social media platform for purchase recommendations, it is undoubtedly that the revolutionary trend brought by social media marketing cannot be ignored.
In China, When it comes to social media marketing, while WeChat might come to your mind without a second thought, having better understanding about different social media channels is essential, as their different purposes and target customers can ensure optimal brand exposure for your unique business. With the growing trend of video marketing, Tik Tok, a short video and music app which has accumulated over 500 million active users worldwide, deserves more of your attention for its rapid development since launched in 2016.
Tik Tok, also known as Douyin in China, is a social media app featuring short videos. With its powerful editing tools and user-friendly interface, Tik Tok empower its users to share short lip-sync, dance and talent videos easily. The video format on Tik Tok is limited up to 15 seconds, which greatly enables users to consume the content anywhere anytime. For its creative and non-repetitive content, this Chinese social media app gains popularity dramatically especially within generation Z, with 300 million monthly active users and 150 million daily users. Also, Tik Tok is the first Chinese apps successfully outreaching worldwide, as it is second only to Youtube in the chart of Apple App Store’s global non-game download in the second quarter of 2019.
The demographics of Tik tok is educated and young users. Over 60% of users have college degrees, and 66.4% of its users is female. What’s more appealing is that a whopping 80% of users on this social media platform are aged under 30. This is very tempting to any brand as it is usually very difficult for brands to engage with this customer base.
Chinese celebrities on Tik tok
Dear is the Tik tok ID of Dilraba Dilmurat, an extremely famous Chinese actress from Xinjiang.
Her videos which perfectly demonstrate her cute and unpretentious personality has gained her more than 50 million followers and over 150 million likes. There is no doubt that Dear is the top Tik tok influencer in China.
Born in Shanghai, Angelababy is a famous model, singer and actress in China. Ever since 2014, the hit variety show ‘Keep Running’ has propelled her into a household name. Fun content created by animal filter and clips sharing her makeup process behind the scene characterize her popular videos, which has brought her more than 88 million likes and 40 million followers.
Another characteristic of Tik Tok is its virus hashtag challenges videos. One of the most influential campaigns is ran by Michael Kors, the well-known luxury brand from U.S. Michael Kors capitalize on Tik Tok’s hashtag challenge feature and create the campaign called ‘city catwalk’. By encouraging users to show Michael Kors items with their unique catwalk, Michael Kors successfully built the engaging experience with its customers, inducing over 5 million views and over 30,000 users posting their own 15-second catwalk videos.
How Tik tok transforms the hospitality industry
There is no limit to the development of Tik Tok. This August, the giant social network platform announced to enter hospitality industry by launching its lodging reservation service. Thanks to the huge traffic brought by Tik Tok, some obscure guesthouses go viral overnight.
Will Tik Tok become the next OTA? So far, it may still fall short in competing with major players such as Booking.com and Ctrip, due to its lack of experience in lodging management. However, Tik Tok can serve as the perfect partner for OTA for its impressive capability in creating viral sensation. In 2017, Airbnb joined Tik Tok’s marketing campaign by creating a 15 second video to bid for the ‘headline’. Result shows that Airbnb ‘s brand awareness enhanced 200% after video released, and the promotion effectiveness exceeded the average performance of traveling industry by four times.
Tik Tok starts as a popular social media app more entertainment focused, today, it has grown to a huge traffic hub drawing massive attention from young generation. With celebrity endorsement and viral marketing ability, Tik Tok can perform as a seamless integration to WeChat and a powerful digital marketing tool helping you better cater to post-95s customers.