New data revealed over the Christmas period puts TikTok head and shoulders above Google and the rest as the world’s most visited website. It now counts more than 1 billion active users around the world and its parent company China-based ByteDance, was the only non-US site to feature in the top 10.
One of the reasons that’s been cited for the users flocking to the short-form video app en masse in 2021 is of course the Covid19 pandemic, which has forced people to spend more time indoors and away from real-life social gatherings. This pattern continued even when lockdown restrictions came to an end, with separate analysis published by Virgin Media O2 just before Christmas, revealing that ‘the summer of freedom’ created an opportunity for users and business to refresh and update social media accounts.
At Hunterlodge, we’ve benefited from these trends in real-time, by working with our clients to ensure that they are being seen and are utilising the right content for the audience at the right point in the sales funnel. The beauty of TikTok as a channel is that like Meta’s core platforms (Instagram and Facebook), it can be used as an awareness channel but also as a platform capable of driving low cost per acquisitions. Plus, 60% of TikTok users aged between 16-24 are spending an average of 52 minutes a day (that’s 6 hours a week) on the app.
Dan Grossman, Hunterlodge’s Head of Media, comments “It’s an incredible achievement by TikTok, to surpass such established competition as Google for active users. There’s no doubt the pandemic has accelerated it’s success, as people look for new online platforms to spend time for fun, enjoyment and to improve their mental wellbeing. TikTok has developed into an entertainment channel in it’s own right and now commands high user numbers and longer attention times, across all demographics, than other typical social media platfoms”.
With more and more of our clients keen to expose themselves to this new audience we’re going to have a busy year, making rich, hardworking, and authentic video content, and we can’t wait to get started!
You can also read all about how TikTok performed for the LSE Summer School as both an awareness channel and a platform that drove low cost per acquisitions.