TikTok is one of the hottest social networks online today. The app has been downloaded over 2 billion times globally. Canadians are embracing TikTok in a big way, but marketers have remained unsure of how to utilize the micro-video social network to reach them.
Unfortunately, there isn’t time to indulge our typical Canadian hesitancy when it comes to hot, new social networks. The time to get in on TikTok is now.
“The low business competition presents a massive opportunity because you can reach many people at a relatively low cost,” suggests Neil Patel.
TikTok works much like any other social media network, but with a focus on short videos:
- Creators share videos under 15 seconds long. They can add effects and music through the TikTok platform. People who follow you on TikTok are notified whenever you add a video to your library.
- Users can add comments, share or ‘like’ videos they see in their feed.
Marketing options include creating your own TikTok videos, working with influencers on the network, or one of several advertising options offered by the company.
A major TikTok advantage quickly becomes evident for marketers exploring the platform — engagement rates. TikTok engagement rates for both micro & mega influencers are several times higher than Instagram or YouTube. Direct consumer engagement is the Holy Grail of social media marketing, and it’s tough to capture in today’s noisy digital cavern.
TikTok Users in Canada
Canadians of all ages are known for their love of social media and video, making TikTok a perfect fit.
According to Vividata:
- Every month, an average of 3.2 million Canadians are on TikTok.
- 60 percent of Canadian TikTok users are women and 40 percent are men.
- Parents are avid users of the social network, with almost half of Canadian frequent users saying they have kids under 18. Parents of kids between 12 and 17 years old are 65 percent more likely than the average Canadian to use TikTok more frequently.
- TikTok users are more active online than the average Canadian. They’re online up to 27 hours each week, which is four hours above the national average. They’re online with their mobile phone up to 18 hours each week, beating the national average by six hours. Additionally, they spend up to 11 hours each week on social media compared to the national average of eight hours/week.
- 47 percent of TikTok users agree that, “I feel the need to check social networking sites every day.” Nationally, 37 percent of average Canadians agreed with that statement.
- Interestingly, TikTok app users are twice as likely as the average Canadian to have immigrated to Canada within the last 10 years. They’re also twice as likely to identify as South Asian and 60 percent more likely to identify as East Asian. That tidbit might be useful if you’re trying to reach those demographics.
Is TikTok part of your Canadian social media marketing strategy? Please share your experience in the comments below or join us in the Online Business Canada Facebook group. We’ll update this post as more Canadian TikTok stats are published. Please follow us on social media or subscribe to our newsletter to be notified of updates.
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