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TikTok was released in 2016 and as of 2024, TikTok has over 2 billion active monthly users worldwide
This makes it the fifth most popular social media platform globally, behind Facebook, YouTube, WhatsApp, and Instagram
I found this piece of research which is interesting, as it shows that that 1 in 6 of holiday makers have used TikTok for inspiration and 23% have booked trip as a direct response from content from the platform
Over the last couple of years, TikTok has become a popular alternative to Google Search, thanks to its highly engaging stream of personal recommendations, hacks and reviews
In fact, in January 2024, researchers9 in Germany revealed that Google search results have officially become worse due to SEO-optimised “review spam”
2023 data from We Are Social and media intelligence company Meltwater also indicated that the time per month that active users spent on TikTok versus Instagram was hugely different (49 hours and 29 minutes versus nine hours 42 minutes).
Now I'm not saying that people are searching for ERP systems or CRM systems or big data or whatever you sell, but they might come across you while they are on the platform
And people bring what they do in the B2C world in to the B2B world
I booked my recent holiday using Chat GPT rather than Google and didn't look at a supplier website.
Because I found that so easy, I'm now using the same methods for B2B.
I get what I want without needing to look at a B2B website.
I'm sure if you've used it, TikTok is different from other social media networks as it isn't based on followers and does not have a linear timeline.
The algorithm drives it. Which means your behaviour in terms of what videos you watch means you will see more of those videos. It also means that you are also going to see more popular videos.
Putting it another way, videos that are boring (such as people talking about brands and companies, video brochures etc) disappear without a trace.
As one of my friends described it, “good ideas rise and bad ideas sink”.
Related: Is AI Set to Disrupt Websites and Advertising? Who Will Blink First?