TikTok Format

I’m studying the opportunities of using TikTok as a marketing channel.

TikTok is the fastest growing app in the App Store, and its format is particularly suitable for people like me who are used to create short-form content: with a maximum length of one minute, you’d only need to write and read 100 words to obtain a full video.

From what I witnessed, the traffic is quite insane. One of my childhood friends grew his following to 30,000 and made his first info product sale in only three months, publishing one video a day. His Instagram account is still at less than 2,000 followers, in comparison.

The barriers to entry are also much lower than Youtube, where the best performing videos are about 4 to 5 minutes in length. It’s a great way to have a foot in the door of the mental palace of millions of people, for less work and for free. The 52.1% engagement rate is insane, propelling TikTok as a great entrypoint for a full-blown marketing funnel.

Another great aspect of TikTok is its user base comprised at 41% of young adults aged from 16 to 24. It’s not the population segment with the highest buying power, but it certainly is one that is more receptive to less traditional ways of delivering educational content. One can view it as a long-term investment.