Despite its many controversies, TikTok has persevered due to its immense popularity. It’s changed how people consume and create content on the internet, revolutionizing the digital world. In this blog post, we will explore how TikTok is transforming the video space and what it means for content creators in today's digital world.
To compete, just about any social media site you visit has taken notes on how TikTok is set up. Meta adapted by adding “Reels” to Facebook and Instagram, Twitter has created a For You-esque tab that it defaults to, similar to TikTok’s “For You” algorithm feed, specifically tailored for the individual. TikTok has been so successful, they officially have more active users than any other social media site, according to statistics from November 2018 saying that one billion people are using the app worldwide.
However, TikTok has changed not only the social media scene but how people prefer to consume media. TikTok’s maximum length for a video is 3 minutes; more often than not, the more optimal/popular videos are anywhere from 24 to 34 seconds. As a result, people tend to talk faster and more informally in their videos, and edited videos are faster-paced. As a direct result of how TikTok’s base consumes media, it has caused the average attention span to decline from 12 seconds in 2000 to just 8 seconds in 2022!
As a video production company, we’re also adapting to these changes in social media. We’ve been recommending shorter videos to our clients, creating stronger hooks (with sound effects), and editing videos to match a much faster pace. No one wants to watch a 5-minute video nowadays, unless the video targets a specific audience or serves a particular purpose (like an informational explaining your user portal or how to use a product for your client’s benefit).
TikTok is often considered a “younger generation” platform, but don’t underestimate it. It’s a social media powerhouse! True, about 10 to 19 years old make up 32.5% and users 20 to 29 years old make up 29.5% of its base, people from ages of 30 to 39 make up 16.4% and 40 to 49 year-olds make up 13.9%, and those above 50 make up 7.1%. This implies that the TikTok user base is aging up!
Not only that, but TikTok is an easy platform to start a technique that’s called “domino marketing” or “cross-posting,” where you post a video to TikTok, then take that video and post it to Instagram, Facebook, and Twitter. TikTok is one of the fastest-growing social media platforms today. It has become a hub for creative and interactive video content, making it an ideal platform for businesses to reach out to their target audiences in a creative and fun way, especially if they’re Gen Z or Millennials. So, is your audience on TikTok? What are they watching? How do we best represent your brand in this evolving digital age we’re in? Let’s talk!