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:
- 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:
- 32 Namibian influencers
- Average 169,296 followers and 19,578 plays per video.
- 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:
- Creation of own channel to publish promotional videos.
- Collaborating with influencers who already have a reputation and fan base.
- Opting for paid advertising; paying freelancers who are familiar with the TikTok perks to create marketing content.