TikTok Myths Debunked With Social Listening: Myth #5

Before we delve into the last myth we uprooted with insights from social listening with 20/Twenty, refresh your memory on the first 4, starting with Myth #1: “TikTok is only popular in the West”.

MYTH 5: “Brands can’t track their ROI from TikTok campaigns”

Not anymore! Despite being late to the party, TikTok has recently decided to open up its API integration. This is huge news for a number of reasons:

  • Ability to track and measure the performance of owned content
  • Gain consumer and audience insights by tracking what TikTok users post
  • Staying updated on the latest trends and viral content – allowing for social listening
  • Content inspiration for brands and influencer
  • Influencer identification by spotting engaging content

Key metrics that can currently be pulled in from TikTok include engagement data points such as likes, comments, shares, and views, as well as some information on the post’s author. Our social listening tool, 20/Twenty, helps users make sense of this data in the form of charts and graphs. Using the Conversation Over Time graph available in our Insights section, you can easily pinpoint the days when conversations around a topic of interest spike – indicative that something may be trending.

Social Listening - Conversation Over Time chart - tiktok

Want to compare the volume of conversations on TikTok to other online channels? Our Channel Analysis section offers just that.

Social Listening - Channel Analysis chart-tiktok

Now that we’ve debunked all these myths, don’t you think TikTok is a social media platform worth considering in your upcoming business strategy?

If your brand is already working with TikTok, wouldn’t it be great to have all you need to know about this and other social media platforms in one complete dashboard? Circus Social has recently integrated TikTok as a core platform enabled for full social listening in 20/Twenty.

If you have any questions about tracking TikTok or would like to find out more about 20/Twenty, reach out to us at insights@circussocial.com.

TikTok Myths Debunked With Social Listening: Myth #4

Haven’t read up on the first 3 myths uprooted with social listening? Check out myth 1, 2, and 3 before reading ahead!

MYTH 4: “Promoting your brand on TikTok is a waste of resources”

False! Unlike other social media platforms, TikTok’s algorithm works to promote organic content that is engaging. For instance, if someone makes it through your entire video (which is a strong testament, in this day and age), it will be recommended to four other viewers. This opens up massive opportunities for brands to get on top of the curve – and all it takes is a smartphone and a creative mind.

Fenty Beauty actively posts on TikTok at least 4 times a week, ranging from product swatches to tutorials and comedy skits. One of their best performing posts in July was a best-practices makeup tutorial that was relatively easy to create with little to no post-processing. (Learn how you can track this and more with social listening, here) By having the person in the video apply her make-up while speaking directly to viewers, this gave the video an organic feel. Adding catchy and trending tunes in the background was also a great way to engage viewers.  This video was viewed over 100,000 times and received 19,000 forms of engagement. Most commentators appreciate how easy the guide was to follow, and also shared their own makeup routines.

Social listening - Person doing a makeup tutorial

Fun fact: Jacob Pace, the CEO of Flighthouse, an entertainment brand and production studio, noted that when people try to learn a dance from TikTok, they need to watch the video numerous times. These repeated views are the reason why TikTok continues to recommend dance videos so often. Stay tuned for more insights uncovered on TikTok with social listening from 20/Twenty.

Check out the next interesting myth about TikTok we blasted right here!

TikTok Myths Debunked With Social Listening: Myth #3

Catch up on Myth #1 and Myth #2 before we delve into our next TikTok myth uprooted yet again with insights from social listening!

MYTH 3: “TikTok is just a lip-syncing and dancing app”

While you may be familiar with the likes of the #Savage and #ToosieSlide challenges, there is so much more to the world of this exciting platform, such as product reviews, recipe sharing, comedy skits and more.

Essentially, TikTok is a platform for all creators to not only share their talents, but their views on products, brands, and other topics of interest. For instance, TikTok user @neko_chann’s eyeliner tutorial using Fenty Beauty’s Flyliner garnered a whopping 470K views and over 100K in engagement. With stats this high, this type of organic content is guaranteed to increase brand and product awareness, influence product purchasing decisions as well as its credibility.

We continued to dig deeper with social listening and check out more myths we busted right here with 20/Twenty!

Social listening- Circus Social - Person putting on eyeliner on tiktok

TikTok Myths Debunked With Social Listening: Myth #2

Missed out on the first TikTok myth we debunked with our social listening power tool, 20/Twenty? Visit this blog post. On day 2 of the 5 TikTok Myths We Debunked, we look into:

MYTH #2: “Gen Zers are the only ones who use TikTok”.

While TikTok’s user base is indeed skewed towards the Gen Z demographic, Oberlo’s study of the US market indicates that the number of adults using the app are growing – from 2.6 million in October 2017 to 14.3 million in March 2019.

Number of US adults using TikTok

The demographics of this platform’s users can also vary depending on the type of content being shared. For instance, let’s take a look at users posting content around Fenty Beauty for instance. Using our social listening tool, 20/Twenty, we tracked Fenty Beauty-related TikToks globally and found that most of the content was shared by Millennials in their mid-to-late 20s.

Even senior citizens are on TikTok, and some of them are really popular! Grandma’s Sandy (@sandybepsycho) and Droniak (@grandma_droniak) are TikTok favorites, with more than 38 million & 7 million accumulated likes respectively. Grandma Sandy shares content with her grandson and hops on dance trends, while Grandma Droniak is well-known for her “A Day In My Life” videos and humorous use of lingos such as lit and glow-up.

TikTok Myth 2: “Gen Zers are the only ones who use TikTok” - Social listening with 20/Twenty


We’ve busted another myth, check it out right here!

TikTok Myths Debunked With Social Listening: Myth #1

If you’ve spent the better part of the past 6 months staying at home, chances are you’ve heard of (or tried) one of the many dance challenges shared on TikTok and the rest of social media. We’re here to uncover more about happenings on this platform with a social listening dive!

While learning new moves is certainly a great way to pass time, TikTok offers much more than just that. The app is not just popular with individuals – big brands like Rihanna’s Fenty Beauty have also jumped on the bandwagon. While Fenty’s Instagram page is more refined and filled with carefully-curated content such as official product announcements, their TikTok page is a little more playful, containing makeup-related memes and fun tutorials that earn a high volume of engagement.

Many marketers have assumptions about who should use this platform (“It’s only for kids”) and what you can do with it (“it’s just an app to learn dances”), and Circus Social’s 20/Twenty is here to debunk the top myths we’ve found around TikTok! Keep an eye out as we’ll be debunking one TikTok myth a day this week!

 

MYTH 1: “TikTok is only popular in the West”

False! Ironically, this is the only mainstream social media platform that did not originate from the West. In 2019, Sensor Tower reported that TikTok amassed over 738 million downloads globally. An estimated 190 million of these came from Southeast Asia – that’s 25% of all downloads! Indonesia accounts for the most number of active TikTok-ers in Southeast Asia, sitting at approximately 81 million downloads.

TikTok User Demographics
Image courtesy of BusinessOfApps

There’s more where this came from! Check out more myths busted with social listening here.