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TikTok – What The Tuck?

Updated: Oct 5, 2020

Written by Melina Seeam- Ogilvy Intern.

What is TikTok?

TikTok is a Chinese mobile video-sharing application with iOS and Android compatibility. In 2017, TikTok penetrated the international markets with an availability in over 40 languages and has a growing popularity amongst the under-30s age group.

Consumption behaviours for TikTok

Behavioural science studies found that the primary motivations behind TikTok usage are pointing towards people who want to self-express themselves and interact with others socially as a means of escaping from the real world.

User-generated media (UGM) on TikTok are short videos that regroup around:

  1. Dancing

  2. Music

  3. Lip-synching

  4. Talent shows

TikTok in Namibia

In Namibia, there is an estimated percentage total of 40% of the demographic aged between the ages of 15-30, the popular age group for TikTok. Statistical data implies that TikTok does not have a wide reach amongst the youth in Namibia.

TikTok facts for the Namibian Market:

  1. 32 Namibian influencers

  2. Average 169,296 followers and 19,578 plays per video.

  3. Engagement rates vary between 3.2% and 25.6%, with an average of 10.4%.

Interestingly, for an application that started in China, TikTok only has a total of 117 influencers which is quite scarce, while in South Africa, Nambia’s continental neighbour is higher in numbers with 1443 TikTok influencers.

TikTok in the Marketing & Advertising Industry

Globally, there is over 1.1 billion of installs for TikTok which makes it a powerful platform for marketers seeking to introduce TikTok in their strategies.

Ways in which brands can make use of this social media asset:

  1. Creation of own channel to publish promotional videos.

  2. Collaborating with influencers who already have a reputation and fan base.

  3. Opting for paid advertising; paying freelancers who are familiar with the TikTok perks to create marketing content.

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