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TikTok already has more than 1 billion users worldwide, and it took half the time as Facebook to reach the same milestone. The Chinese app accomplished this by introducing a new paradigm that has revolutionized media consumption and entertainment, in large part because TikTok competes much more with television or streaming platforms than other social networks.

About 90% of users access the platform daily. Three out of four claim to use it for entertainment, spending an impressive average of more than 60 minutes a day. The common misconception that this is an application for teenagers has been proven false, with 67% of users being over 25 years old.

The figures are not only impressive in quantitative terms, but in qualitative ones as well. People tend to tweet or browse Facebook while watching a series or during TV commercials, but TikTok users tend to focus on TikTok – a huge asset in the age of the attention economy. The challenge lies in vying for attention within the platform itself, where you can be skipped over at the flick of a finger. This is the central issue with marketing on TikTok.

Given these patterns of user behavior, it seems an ideal place for brands to connect with their audiences through content. But, despite its great potential, not many brands have succeeded on the platform. Success requires a good understanding of its algorithms and the evolution from “user-generated content” to “community-generated entertainment.” This is what has allowed TikTok to thrive, providing authenticity, value, and its own original personality.

In this LLYC IDEAS report, we explain the key elements to brand success on TikTok.