L’appli de vidéos de courte durée a connu une croissance rapide pendant la pandémie de COVID-19. En effet, de nombreux utilisateurs ont trouvé le temps d’explorer la plateforme et de se connecter à leur public en ligne par de nouveaux moyens. Au premier trimestre 2020, l’ascension rapide de TikTok a établi le record du plus grand nombre de téléchargements en un seul trimestre pour une application sociale, avec 315 millions d’installations.
TikTok compte un milliard d’utilisateurs actifs dans le monde, moins de trois ans après son lancement. Cela le place au 7e rang des réseaux sociaux, devant LinkedIn, Twitter, Pinterest et Snapchat.
Pour mettre les choses en perspective, il a fallu six ans à Instagram pour obtenir le même nombre d’utilisateurs actifs mensuels que TikTok. Dans le cas de Facebook, il a fallu attendre près de quatre ans.
Les spécialistes du marketing sont attirés par TikTok car il reflète une tendance clé des médias sociaux pour les compétences créatives et la collaboration parmi les jeunes. Son rythme d’utilisation rapide permet aux utilisateurs de rester actifs pendant des périodes relativement longues, puisqu’ils passent en moyenne 52 minutes par jour sur l’application.
90% des utilisateurs de TikTok accèdent à l’application quotidiennement. De plus, ils sont extrêmement actifs sur l’application. Une étude observant le comportement de ces utilisateurs montre que 68 % d’entre eux se contentent de regarder les vidéos des autres et 55% mettent en ligne leurs propres vidéos.
Viralité et marketing
TikTok offre aux spécialistes du marketing des règles du jeu équitables en matière de portée et d’engagement. Contrairement aux plateformes de médias sociaux telles qu’Instagram ou YouTube, les comptes TikTok avec zéro follower peuvent obtenir des millions de vues sur une nouvelle vidéo grâce à la nature virale de l’algorithme. Tant que le contenu plaît à l’audience, l’engagement suivra.
L’algorithme de TikTok est largement influencé par les habitudes de visionnage des utilisateurs. L’application suggère des vidéos en fonction de plusieurs facteurs, en commençant par les intérêts que l’on exprime en tant que nouveau venu, et en s’adaptant pour inclure davantage de ce qui nous intéresse et moins de ce qui ne vous intéresse pas.
L’impact positif de l’application peut être remis en question, mais son influence est indiscutable. TikTok enregistre des taux d’engagement plus élevés de la part des adeptes de l’application que d’autres plateformes de médias sociaux. Les spécialistes du marketing peuvent donc obtenir un buzz important avec une campagne soigneusement planifiée en créant un contenu qui attire le public de l’application.
Les utilisateurs peuvent publier du contenu sur de nombreux domaines, mais il n’est pas surprenant que la musique soit le domaine dans lequel TikTok a le plus d’influence. En effet, l’application est née de la fusion de deux plateformes aujourd’hui disparues (ByteDance et Musical.ly) qui permettaient aux utilisateurs de partager des vidéos de danse seul ou avec d’autres personnes. Aujourd’hui, un bon résultat sur TikTok peut faire la différence entre le succès et l’échec pour les artistes musicaux. L’application a permis de lancer des carrières, d’aider des chansons à devenir disques de platine et d’accroître leur popularité.
TikTok influence aussi fortement d’autres secteurs, notamment celui de la beauté. Des dizaines de milliers de comptes d’influenceurs partagent quotidiennement des conseils et des astuces, des critiques de produits et des tutoriels, parlant de tout, du plopping (une façon de créer des boucles sans avoir recours à la chaleur) au slugging du visage. L’impact sur les ventes lorsqu’un produit devient viral est rapide et souvent étonnant.
Il y a aussi le domaine du voyage. Les utilisateurs peuvent partager des bons plans et endroits à visiter concernant les villes où ils habitent ou qu’ils ont visité. Cela permet de donner plus de visibilité à l’endroit en question et amène un flux de personne à s’y rendre par curiosité s’ils sont dans le coin.
CONCLUSION
Le format de contenu et le modèle économique uniques de TikTok en font une puissante force des médias sociaux qui façonne et influence l’avenir du marketing de contenu. L’époque où TikTok n’était qu’une application de « danse » est révolue. Elle est en train de devenir une plateforme de marketing qui tient compte des dernières tendances et du comportement des consommateurs.
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