There comes a point where the stats become so compelling the argument for using a channel is easier than against.
That’s certainly the case for TikTok in the UK which has broken out from being a hot platform for young people to a hot platform for more demographics.
Ofcom data show that 23.3 million people in the UK are using the platform.
But for me, it’s the demographics that are most interesting.
For under 24s, 75 per cent are using TikTok in the UK. That’s a huge chunk of people.
For 25 to 34-year-olds, there’s a majority of people using it.
The buy-in falls to just over a third for 35 to 44-year-olds and a quarter of 45 to 54-year-olds.
It’s only when over 55s come into the equation that the user numbers fall.
TikTok is a channel that has become a real contender to reach people but it’s a channel that’s unique.
The advice ‘Don’t make a video, make a TikTok is good.’ You need to make something for the channel rather than shoehorning stuff to tick a box.
You can find out more about the ESSENTIAL TIKTOK & REELS workshop and sign-up here.
I think a far more interesting fact about TikTok is how its users, use it. Much like YouTube it serves as a search engine. Right now YouTube is second behind Google in searches. I wouldn’t be surprised if TikTok overtakes YouTube in a year or two.