How to engage with TikTok users and who should be using TikTok to get the most out of their audience

The TikTok Community

Generation Z are expected to account for about 40 percent of the consumer market by 2020 and TikTok is becoming one of the top social media network for the generation-Z. 

TikTok, that acquired the company musical.ly, is a Chinese mobile video creating and sharing app (named Douyin in its home country). Intended for short-form, usually 15 second videos but also livestreams. One of its key features allows users to lip-sync to audio clips, as well as offering many visual effects.

Deep Dive: Looking at

This is an example to showcase Audiense capabilities to: Understand the audience, to find out how to engage with TikTok users

• Who is the audience in the UK using TikTok?
• To see who should be using TikTok to get the most out of their audience in the UK/music industry.

A few Insights...

• Analysing the audience presented us with a lot of foreign data and intelligence.
• Most of the segments were East Asian, with a lot of female influencers but an even audience gender split in all but one segment.
• The conversations that can be determined by the use of top hashtags, and how to interact with this audience.
• The audience of the distinctly UK segment.

Affinities & Influencers

• It was easy to see to understand that personal profiles for distinctive affinities will most often signal celebrity status.
• However, accounts such as Girls’ Generation and SMTOWN needed some quick investigation, especially as the former features in the top bio keywords.
• SM TOWN is the umbrella company of SM Entertainment, the music label for groups such as SNSD which is otherwise known as Girls’ Generation, a K-pop group.