TikTok User Acquisition Strategy: What Every Brand Should Know.

February 18, 2020

Owned by ByteDance Chinese enterprise and launched in 2016, TikTok is the most recent media phenomenon. Whether you are a digital marketer, an influencer, or a brand you should be paying attention to this app. In only 3 years this baby media has joined the top 5 most downloaded apps in App Store; it has a  monthly new users’ organic growth of 275% year-on-year, and it increased its general downloads growth by 407% between 2017 and 2018. There's something about TikTok User acquisition Strategy that we should take into account.

The TikTok user acquisition strategy is the main reason for its success. However, the strong way to manage its global marketing campaigns has to do with it as well. In this article, we have listed 4 TikTok key points that will guide your brand to a better performance.

1.Target Digital Natives

One of the main things that TikTok has done well is to target a specific audience. TikTok targets everyone who was born between 1995 and 2010, a generation called Z. Gen Zers consume more digital services and products more than any other generation; they spend an average of 10 hours a day of online time on their phone.

This generation is a digital native, and they are the main users of social networks. For Gen Zers the main factor to define a purchase is the creative. The Z Generation is great with communication, enjoying sharing their life through social media and creating a dialogue with others. They use social media for both fun and informative which define the uniqueness in products and services they demand.

In addition, the generation Z population increase has grown exponentially over the years; while the X Generation reports 1.44 billion, Generation Z sums 2.5 billion.  Main apps such as Instagram and Youtube target Millenials; while the majority of TikTok’s users are Gen Zers. TikTok focused his user acquisition strategy on a young native generation. Gen Z appeals to communication, creativity, spends a big portion of time online. At the top of that, it is the larger generation alive.

2. Emulate TikTok’s International User Acquisition Strategy

According to data released by SensorTower, TikTok increased by 44% of its att-time downloads during 2019,  during January 2020 along, TikTok reached 8 million downloads worldwide, as well as reached $5k+ in revenue. 

Currently, TikTok users are mainly concentrated in China, India, and USA,  the three most populated countries in the world. The app has more than 500 million monthly active customers in China, followed by 200 million in India, and 26.5 million in the US. By targeting, TikTok can focus its marketing strategy in specific markets and yet became viral worldwide.

User Acquisition Strategy

Image source: SensorTower

3. Be Competitive and Innovative

There are other reasons for the TikTok's exploding effect. One of these is that other social media are getting old and users have started to get bored. For instance, Youtube was launched on February 14 of 2005, and Instagram was released in October of 2010. Although they have released new features, Gen Z expect innovative things. Also, this audience is hard to please, they get bored easily and that's why social apps are exploring new products.

In general, we all want fresh, unique, and fun short content; TikTok triggers those needs. 

TikTok also brings the opportunity for you to feel like your a celebrity. You can enjoy singing your favorite songs and be able to do that with simple features from your own place. This app really knows how to be innovative and competitive in the digital market.

4. Get Viral, Therefore Monetize

TikTok user acquisition strategy has proved to be successful, making today the trendiest app in the digital world. However, that doesn’t totally guarantee that TikTok will reach the current position of the big social networks in the market.

No doubt, TikTok has done it very well until today but the main fight is just about to start. TikTok has become viral, and it has done it perfectly. But the time to monetize and capitalize the app has come. It's here where the media has to prove its value.

In the meantime, marketers and users can enjoy this new fun platform and learn from all its successful strategies and emulate its user acquisition. The brands should look at TikTok as the new king of media communication, Way to go, TikTok.

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