We sat down with Jayde Vincent, famous TikToker, to get inside knowledge about the platform. In our Detroit HQ, Jayde met the team, explored the city, weathered the Midwest winter, answered some personal questions, and even taught us how to dance. The following article outlines what we learned from her, our broader understanding of the platform, and exactly how brands and influencers can target TikTok audiences today.
About the Platform
TikTok, a combination of ByteDance and Musical.ly, hosts over 500 million active users and has 1.5 billion downloads worldwide. Jayde described it as a perfect evolution from Vine, with short-form videos that are largely upbeat and silly. In many ways, the platform pulls together the best parts of Vine, Snapchat, and Instagram. The majority of users are between 16 - 24 years old and spend an average of 52 minutes on the app every day. However, as the app grows, adults are joining at an exponential rate.
Jayde’s Rise to One Million
In about six months Jayde went from stumbling upon the platform while bored in her new city to having more than a million followers. Her secret? “I was posting content I wanted to post. My primary goal was just to entertain myself.” That attitude caused her to grow organically, simply because she was being herself and her highly engaged audience stuck with her. Since then she’s been exposed to the business of social media from speaking events to interviews, to her own apparel line. Jayde is one of many TikTok creators who hit a sweet spot with their content and audience growth. Check out the video below for a special shoutout to #Jaydesdinos.
How Brands Partner with Tiktokers
A brand can either reach out to TikTok creators, or leverage agencies that already have a relationship with the creator and can identify the right fit. Unlike Instagram and other social platforms Jayde says that brands need to understand that TikTok is about authenticity -- and if anything looks like an ad, it won’t be interpreted positively by audiences. Our advice is to really take the time to get to know TikTok creators and 1) make sure they authentically match your brand and 2) give them complete creative control when it comes to advertising your product/service. That’s right, on this platform -- no talking points, no rules.
Future of TikTok
In 2020, more of our brand partners have asked to test TikTok than ever before. Overall, when brands partner with creators on TikTok we’re seeing the brand's clicks go up over 40% on average, plus a 60% average increase in brand video views for creator-led creative. TikTok is working, and in the words of Jayde “if you’re not on it, you should get on it.”