TikTok: What is it and is it a Safe Option?

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By Rachel McCray

What is Tik Tok?

Tik Tok is a video-sharing social network is used to create short lip-sync, comedy, and talent videos. It is owned by a Beijing-based company founded in 2012 but launched in markets outside of China in 2017.

The Tik Tok Influence and Safety

Tik Tok has taken the social media landscape by storm, with over 500 million active monthly users worldwide.

It has caught on so quickly that parents and marketers alike worry about its safety and security.

In recent months, lawmakers raised concerns about Tik Tok’s growing influence in the United States.

Major security flaws were found and supposedly repaired by the developers. These vulnerabilities opened users up to attackers who could manipulate content and extract personal data.

This raises concerns since the app creators chose the under 18 demographics as their target audience from the start.

Of the social platform’s 1.5 billion users, approximately 41% of users are aged between 16 and 24.

In recent months; however, the app released a ‘Family Safety Mode’ feature that lets parents set time limits, block inappropriate content and control who their kids can send direct messages to.

Tik Tok for Marketing

The digital marketing world is still trying to figure out how to leverage the platform, with social media marketers making up less than 5% of users.

With a fraction of what you spend on Instagram, you can get an astonishing reach on Tik Tok.

As Tik Tiok’s popularity grows, brands looking to engage the under 18 demographic will find their positioning.

For now, the digital marketing world is still trying to wrap their heads around a successful strategy.

Whether it is through using Tik Tok influencers to promote their brands or creating ads based on the four available formats: biddable ads, brand takeover, hashtag challenge, and branded lenses.





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