We Spend 90 Minutes on TikTok Daily

We watch YouTube, Instagram, OTT platforms, and TikTok. But when talking about the platform that keeps me hooked for much longer is TikTok 😮 with 90 minutes daily.

That's what research told me. And I couldn't deny it.

You see, I pick up where I left off even after a day. Every time I swipe, those minute videos cuff my eyes and INTEREST. That wins my resistance to spending time on my phone 😥

But how is TikTok doing it - holding our interest, those videos and stuff?

Let's see!

TikTok, Douyin in China, is one of the most downloaded apps globally. Launched in 2016 by ByteDance, the app has changed social media with its short-form video format and algorithm-driven content discovery.

Today, it has over 1 billion active users worldwide, dominates the US and European markets, and generated an estimated $16.1 billion in revenue in 2023 alone.

Timeline of Events

• 2016: The beginning

  ByteDance launched Douyin in China as a short video app, and within 1 year, it reached 100 million users with 1 billion video views daily.

• 2017: Going Global

  Douyin was renamed TikTok for the global market. The parent company bought one of the popular apps in the US, Musical.ly, for $1B to target American and European audiences.

• 2018: Big merger and massive downloads

  TikTok merged with Musical.ly, combining their user bases. It became the most downloaded app on Apple’s App Store in Q1 of 2018.

• 2019: Ads enter the game

  TikTok introduced ads like in-feed videos, branded hashtag challenges, and branded effects, and by then, it had 500 million active users.

• 2020: The Pandemic Boost

  TikTok's popularity exploded during the COVID-19 lockdowns. The app reached 2 billion downloads, and ad revenue jumped to $4 billion.

• 2021: Facing challenges and expanding

  TikTok faced bans in India and scrutiny in the US. Despite this, it expanded features and gained 1 billion active users globally.

• 2022: E-commerce revolution

  TikTok introduced TikTok Shops to allow users to buy products directly from the app. Since then, it has been a platform for social commerce.

• 2023: Current leadership

  TikTok now earns $18 billion annually from ads, capturing 12% of global social media ad spend. It has over 150 countries and 75 languages.

Analysis

TikTok’s success lies in its ability to blend advanced technology, user-centric strategies, and innovative marketing approaches.

Its For You Page (FYP) is powered by an algorithm that personalizes content for each user based on factors like watch time, likes, and shares.

This personalization keeps users engaged for an average of 95 minutes daily, presenting marketers with a unique marketing opportunity even without massive budgets.

The platform succeeds in UGC. For example, Campaigns like E.l.f. Cosmetics’ #EyesLipsFace generated 4 billion views.

Similarly, brands can become creative when connecting with their audiences through ad formats like Branded Hashtag Challenges and Branded Effects.

For instance, Chipotle’s #GuacDance challenge resulted in 250,000 user videos in 6 days, while Guess’s #InMyDenim campaign increased ad recall by 14.3%.

Music and trends are deeply ingrained in TikTok’s DNA, making it a launchpad for artists and brands. Viral songs like Old Town Road by Lil Nas X skyrocketed to global fame through TikTok.

Brands align campaigns with popular sounds to boost visibility, while features like TikTok Shops and live shopping events merge entertainment with e-commerce.

TikTok-driven campaigns have reported up to 500% sales growth during events like Black Friday. TikTok also customizes campaigns based on regional preferences, creating culturally relevant content for diverse markets.

For example, in Southeast Asia, TikTok incorporates local festivals like Diwali into its campaigns, strengthening its connection with users.

The platform’s focus on authenticity over perfection further boosts its appeal. Brands like the NBA use this by sharing BTS content to resonate with younger audiences and drive millions of views.

Despite facing challenges like data privacy concerns, TikTok has worked to regain trust by introducing transparency initiatives, such as opening a transparency center in the US. This proactive approach solidified its reputation as a trusted platform for users and advertisers.

Results

• Higher Return on Ad Spend (ROAS):
  TikTok campaigns have shown impressive results, delivering 2x the ROAS compared to other media channels. Brands have seen significant short-term and long-term impacts, with TikTok achieving a total ROAS of $2.3.

• Effective brand trust building:
  Ads on TikTok have led to a 41% increase in consumer trust toward brands, a 31% higher likelihood of loyalty, and a 33% boost in users considering the brand a good fit for their identity.

• Cultural and market trends:
  TikTok has been a key driver of artistic movements and shopping behaviors. The platform has been influential during events such as Ramadan, where 90% of users reported being likely to purchase something after seeing it on TikTok.

Conclusion

TikTok's creative marketing strategies have made it a powerful platform for brands. Its personalized approach, campaigns, and trust-building ads lead to strong results.

With its user-driven content and cultural influence, brands can reach diverse audiences and cultivate lasting connections. It remains essential for marketers looking to drive growth and deepen audience engagement​.