It’s not just the “new” vertical-scrolling social network that your Gen Z children! grandchildren! or younger siblings have been telling you about for a while now: it’s the social platform that currently offers the best growth opportunities and that guarantees the creators who populate it the greatest chance of “going viral . ”

In 2021! TikTok reached a mind-boggling number of registered users: 1 billion ! or about 14% of the world’s population. Few! if compared to Facebook’s 2.9 billion? Not that much! if we take into account the fact that Facebook was born in the “distant” 2004! while TikTok was founded in 2018.

And in Italy? According to estimates by WeAreSocial! in the Bel Paese there are approximately 5.4 million active users on TikTok ! or 7.7% of the Italian population.

Although the largest demographic of TikTok users (about 66%) are teenagers and young adults! aged between 16 and 24! it is not a mistake to say that this platform is not just “Gen Z stuff”: it is one of the social networks (or rather THE social network) that is showing a dizzying growth trend and where there is still no need to fight against algorithms! as happens instead on Instagram and Facebook.

So! if it is true that more than half of TikTok users are aged 24-25 or younger! this “rule” does not necessarily have to concern the creators and brands that use the platform to offer their content. 

Not just ballets and pop music: Tik Tok as a communication and marketing tool

True! the creators who thrive the most on TikTok are those who post fun! lighthearted! visually pleasing videos that follow popular loan database trends.

However! on TikTok! it’s not just the dances! choreographies or voiceovers that are successful: the ability to tackle certain themes in an original! spontaneous and unexpected way prevails . Through music! filters! duets! memes and trends that last just a few hours and then disappear? Why not! When choosing a platform! you also have to know how to play by its rules.

So the hashtag #BookTok is very popular on TikTok! with 42 billion (!) views! where creators ! but also small bookstores and publishing houses! give reading recommendations and describe literary genres and characters in an engaging way.

The hashtag # BeYourSelfChallenge has almost 270 million views and is a container for beautiful TikToks where users show themselves for who they are! without masks! filters or compromises. The fact that this “challenge” has 

#ClimateChange has nearly 2 billion the importance of a hybrid marketing team in b2b companies views! the hashtag #BodyPositivity has 20 billion! while #EcoFriendly has nearly 3 billion: a symptom of a new generation that cares about sensitive and socially important issues.

Also becoming popular are informative and educational videos ! which aim to inform and provide users with useful and usable content. Hashtags like #Adulting! TheMoreYouKnow! #LearnOnTiktok ! and #LifeHacks boast tens of thousands of videos! with billions and billions of views.

What makes these contents successful is their ability to condense in a few seconds or minutes invaluable advice for a generation of future adults surrounded by a chaotic and complex world.

Do you really still think that TikTok is “just” the social network for ballet ?

TikTok represents a territory still to be explored and full of new opportunities

Instagram! Facebook! Twitter: these ba leads are all platforms that were born as “young people” and! at the time! most businesses did not consider them relevant to their marketing strategies.

We can expect the same development with TikTok: your audience isn’t on TikTok… yet! Companies and creators who get started early will likely be rewarded in both the short and long term.

Let’s try to put some very interesting data on the table:

TikToks containing the hashtag #smallbusiness have reached a mind-boggling 54 billion views. Next up are #entrepreneur ! with 18 billion! and #supportsmallbusiness ! with nearly 5 billion.