TikTok: Time To Invest In the App?

Share this:

Rising to global dominance over lockdown, TikTok has emerged as the latest social media platform for PR professionals to grapple with. Surpassing a billion active users by the end of 2021, TikTok has far exceeded the growth rates of its competitor platforms such as Twitter, Facebook, and Instagram, and is showing no signs of stopping, growing over 45% in the last year, according to Hootsuite.

Capitalising on the success of former short-form video platforms such as Vine and Musical.ly, TikTok has taken advantage of the waning attention spans of Gen Z, encouraging endless scrolling with an unending stream of content ranging from 15 seconds to 10-minute videos.

Yet, despite TikTok’s rapid growth and stellar marketing opportunities, many businesses – including those within the property industry, have been hesitant to invest, channelling all their efforts into their existing, more established platforms.

Often dismissed as nothing more than a ‘dance app’ for the younger generation, TikTok’s cultural influence has been misunderstood in a professional capacity. Staying afloat in the rapidly evolving marketing world of social media requires flexibility and an openness to change.

What makes TikTok so engaging?

Unlike platforms such as Instagram and Facebook, TikTok has an interest-powered algorithm, feeding content into personalised ‘For You’ pages which are curated to appeal to the individuals using the app – no experience will be the same. In fact, this algorithm is so successful that TikTok has taken the cake for being the most engaging social media platform, with an engagement rate of 14.7% in the UK, vs Instagram’s mere 5.9%.

The advantage of growing accounts is that content is promoted beyond your follower base, reaching those who are most likely to be interested, and boosting engagement.

From a business standpoint, due to the algorithm’s ability to track behavioural patterns and consumer interests, TikTok’s ad revenue is set to overtake YouTube’s by 2025. As adverts can blend more seamlessly into organic video content, consumers have been found to be more receptive.

TikTok users are twice as likely to recommend a product or service they see on this platform than on any other and as such, companies are willing to spend a premium on this platform due to its global reach and influence. However, for growing businesses with a smaller budget, creating your own company account is a great way to promote your services without spending a penny – all it takes is one video to go viral to reach millions!

TikTok is also rapidly becoming popular for its search function and in the UK, becoming the fastest-growing news source for adults, appealing to a far larger demographic than previously thought.

In 2021 36% of users were between 35-54 and in 2023 the over-65 audience is set to increase by 15%. Regardless of this diversification, within the property industry, as Gen Z starts to reach the first-time buyer age, this is an important market to capture as they reach this important milestone.

Three Key TikTok Tips:

  1. Consistency is Key. Whether it be daily or weekly, posting as much as possible is key to maximising your reach on TikTok and discovering which posts gain more engagement. Don’t get discouraged by low view counts in the beginning, the algorithm favours consistency, so just keep going!
  2. Get Creative. Experimenting with different video formats is a great way to attract a new audience. We recommend trialling trending audios or content ideas to reach a wider audience in addition to uniquely created videos.
  3. Start Small. TikTok thrives on authenticity that is slightly rough around the edges. All you need is a phone, a steady hand, and most importantly staff that are willing to get in front of the camera. If you are having fun with the content you produce, your views and followers will follow!


Considering the best time to jump on TikTok? Contact Emma Holden: emmah@oraclepr.co.uk