what exactly is it?

We’ve been down this road before when a new social media channel crops up and we all tentatively hold back from using it, just in case it faces the same demise as the likes of Vine, Bebo, MySpace etc. Anyone handling social media is likely to be time deprived as it is, but to dedicate time into setting up a new channel and adapting content for it is a big commitment, especially when there’s no guarantee of success.

TikTok first came on the scene in 2018/2019 and saw a flurry of users adopt it by the time 2020 came around. But what exactly is TikTok and is it worth your investment?

TikTok is a video-based app that allows you to craft and share short videos that prominently include music in the background. The videos are mostly made up of viral dances, lip syncing and random talk-to-cameras. Above all else, TikTok is (and it loathes us to say this), all about entertaining. There’s no obvious “selling”. There’s nothing being asked of the audience. It’s simply about engaging with entertaining video content.

This comes with a bit of a caveat. Whilst there is some entertaining content to be found, you do still have to sift through a lot of rubbish to find the good stuff. We have particularly enjoyed the dog content (particularly when dogs are lip syncing), ridiculous dance routines and inside views of celebrity homes (don’t judge us for it).

Most importantly, TikTok is a channel working best for individuals There are some brands making cut through on it but mainly in the beauty, fashion or fitness worlds.

When TikTok first emerged on the social media scene, it was very much considered a “youth” channel — predominantly under 24s. Since the Coronavirus crisis, more time spent at home, increased boredom levels and a necessity to be entertained, TikTok has had a bit of a shift. We’re now seeing many people 30+ take on the channel (and adopt hashtags like #tiktokover30, which has had over 106.9m views and…

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