What is TikTok? And why should your business make its presence felt on this highly “addictive” video platform?
With over 2 billion downloads, TikTok is undoubtedly one of the leading social media platforms and this couldn’t go unnoticed by brands big and small who are already engaging with it.
In a quick overview of TikTok in this article you will understand why its popularity is growing rapidly and how you can start using it for your business.

What exactly is TikTok?
TikTok is a social video sharing network that allows users to create, share and discover short videos. Widely known for being fun, light and humorous, the app’s audience was originally intended for teenagers and young people in general who love to dance – but not anymore. Of course, the ¨quarantine¨ factor worldwide helped a lot in the spread of Tik Tok because many of the users had plenty of time to explore it.
TikTok’s easy-to-use video editing tools eventually attracted users of all ages, businesses, celebrities and of course influencers of all kinds. Even media outlets and publishers like The Washington Post have amassed over 400 thousand followers in less than a year, changing their approach to a fresh, newer demographic. And while TikTok is still rooted in dance trends and the challenges of lip-syncing to TikTok’s popular audio, we see new innovative and creative trends popping up on the platform every day.
There are now viral TikTok trends for almost every interest: animals, lip-sync jokes, fashion and beauty, fitness and general tips, camera hacks, pranks, tutorials for almost anything and of course challenges. Another reason for TikTok’s growing popularity is how easy it is to create and enjoy enjoyable and entertaining videos. The platform is packed with innovative video editing and effects features that make it one of the most versatile and easy-to-use apps that serve this purpose, even for those who have no experience in video production and editing.

Does your business need to be on TikTok? In short, yes!
As mentioned above, on the surface TikTok is for young people with an appetite for dance and challenges, but this is only the tip of the iceberg – TikTok’s audience is constantly growing and evolving.
Business giants with a multinational character are now using the app to their advantage, developing their community and promoting their products, services and even ideas. With TikTok you can reach a whole new audience with videos that have low production costs and are still great for promoting your business.
Furthermore, the average TikTok user spends almost 52 minutes of their day on the app – that’s a lot of time for your business to interact with its audience!

TikTok hosts real, relevant content about what you’re interested in, which keeps you coming back to the app to see even more. Considering the hundreds of companies that have already adapted TikTok into their digital marketing strategy and the results show that they’re doing very well, there’s probably never been a better time for your business to join the much talked about and promising platform.
Quick overview of all the features you can use in TikTok
One of TikTok’s big trump cards is its video editing tools – it’s packed with useful features and effects to make your videos stand out from the crowd.
And of course they can be used as content for imaginative Instagram Stories.
- Flip
Choose which camera you want to use to shoot TikTok video content, the front (i.e. selfie camera) or the back, i.e. normal camera - Speed
Using the speed tool, you can slow down or speed up your recording. You can use it on specific parts of your recording and customize it for each section. Function that you would definitely need to download an extra app to be able to do something similar in your videos. - Beauty
The beauty tool is an AR filter that can hide blemishes and smooth your skin. This will give you a «fresher» look.

- Filters
There is a great variety in this area. Filters can be applied before or after recording. To apply filters, select the Filters button and drag to the left to preview. You can also make your selection from the bottom menu. TikTok has categorized filters to help you choose the best for what you are shooting, such as Portrait, Landscape, Food and Disposition etc. - Timer
This allows you to set an auto-recording countdown if you want to film hands-free, and you can also set how many of your videos you want to record directly. - Flash
Tap the flash icon to turn on your phone’s flashlight and tap again to turn it off. Note: This is only available for the front camera. - Sounds
At the top of your screen, you will see a musical note marked “Sounds”. Press the button to select the soundtrack that will play in your video or the sound effect you want to record with. From the Sounds menu, you can search for a sound or use the Discover tab to find an up-and-coming sound that many users prefer. You can also capture content with any sound used in an existing TikTok video if you like it by tapping the audio tag and selecting “Use this sound”. - Effects
Select the Effects icon at the bottom left of your screen to open the Effects tab. There are hundreds of effects to choose from, with categories such as: Trends, News, Special Effects, Interactive, Training, Beauty, Face, Artistic and Animals.
TIP: You can add an effect before or after recording video, however, some may only be available before you start recording.

3 reasons why TikTok can elevate your digital marketing strategy
There is no doubt that TikTok is growing at a dizzying pace and more and more brands prefer it. You need to add it to your company’s social media channels because:
1.You will upgrade the creative content of your videos.
With a highly creative and easy video editor, companies can shoot, edit and publish video content instantly. No additional equipment or professional editing software is needed – it can all be done within the TikTok app. Reposting these videos to other social networks like Instagram Stories and Facebook Stories is a given.

2.You will be appearing to a demographically new audience.
If you want to expand your audience or even include younger age demographics, this could this is definitely the right platform to you! Even political and social sites that were not expected to choose Tik Tok or at least not to have a following shows that with their creative way of showing news, their videos have gone viral with millions of views!

3.Influencer Marketing is still in its infancy.
Compared to Instagram, Influencer Marketing on TikTok is still in its infancy. This means it’s the perfect time to start working with influencers or general content creators to promote your brand or product on the app.