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In the digital age, marketing is less about posters, billboards and flyers.

As of July 2021, there are 4.48 billion active users on social media, that’s 56.6 percent of the world’s population.

Therefore, you can rightly conclude that no number of billboards will reach the same amount of people that a viral video will.

So, lets talk about TikTok.


Originally, TikTok was called, it was used as a lip-sync and dancing app with a few other limited features.

Then, in 2018, was bought by ByteDance who expanded the platform into the TikTok we know today.

Viral sounds and trends are still a large part of this platform, but original videos increased rapidly and now take up a large portion of TikTok’s content.

After Vine began to dissolve in 2016, TikTok became the perfect place for previous creators to continue producing their videos.

So, lip-syncing and dances weren’t the only consumable content, suddenly there was an influx of comedic skits and known influencers moving to TikTok.

TikTok is now comparable to YouTube, but only in terms of short videos (the longest video duration you can use is limited to 3 minutes).

Originally, 15 seconds was the maximum, then 1 minute and now 3. These changes were made to allow creators to diversify their content and produce more substantial videos to their audience.

Another addition was paid ads and promoted videos becoming available to purchase as well as introducing a whole range of creator tools within the app.

Due to its simple algorithm, organic reach has never been particularly difficult on TikTok, it’s maintaining it that’s problematic. This is why paid content is a good option for some creators and brands.


Engagement rate is the number of engagements (likes, comments, shares) compared to the number of followers.
Calculation: Total Engagement / Total Followers x 100= Engagement rate %


TikTok is young, fresh and incredibly popular.

It’s the perfect platform to grow an audience fast, especially if your target audience includes Gen Z and millennials.

It can accommodate any businesses and brand. If used correctly, it can be greatly beneficial to your social media marketing plan.

Need help with making your own social media marketing plan? Get in touch with our team.

We’d love to hear about your project.

Get in touch to find out how we can help your business
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