The impressive growth of TikTok’s power

Memes, lip-syncs, viral challenges, musical duets and comedy.

It’s just for exhibitionists and bored kids only, right?

According to marketing intelligence firm @sensor_tower, the popular short form media sharing platform has been the most downloaded app for 14 of the last 17 moths - 10 months of 2020, and is already out the gate doing the same this year.

@hootsuite says TikTok can boast more than 2bn downloads with approx 700m MAU’s in 200 countries.

So it’s safe to say there’s an accessible content hungry marketplace for the right brands to sell to.

But more interesting is the idea of live streaming…

After great success streaming NFL, X Games and a whole host of music and influencer events, the company is now keen to explore new live content opportunities. These new opportunities include a global content partnership with UFC and upcoming deals with the EURO 2020 tournament.

Speaking at the @sportspro.media 2021 OTT Summit, Jenna McNaney from the TikTok partnership team shared incredible audience growth figures for those who leveraged the platform - and whilst unlikely TikTok will ever buy full rights for major live games/events, huge success is there to be had for the smart rights holder who collaborates with them in the right way.

Often the hardest part of business is amassing your consumer audience and finding ways directly into their pockets. TikTok has done the hard work for you, the question is now how brands can take advantage of this through their own channels, ambassadors and contracted assets.

One thing is for sure, success will surely be linked to quality content.

It can’t just be memes, lip-syncs, viral challenges, musical duets and comedy