Tik Tok has been wildly successful in recent years, to the point of being called the “king of social.”
It surpassed three billion downloads in 2021, before it only Facebook had managed to surpass that figure.
Users are spending more and more time on the social; it is estimated that an average user opens the app 19 times a day, spending about 11 minutes per session, staggering numbers compared to other social media.
Being a Chinese social, most users are from China but more and more users from Europe and America are approaching this application, however, it is important to understand who the users of TikTok are.
Knowing the target audience is crucial for companies who want to launch themselves into this new world and who want to promote their business in an original way.
But then how is it possible to differentiate the target audience?
How can the target audience be differentiated?
Before starting any kind of marketing-related activity, it is necessary to know your company’s target audience perfectly.
Since not all companies target the same type of clientele, it is good to be able to recognize the problems, desires, behavior and needs of those who could be your potential customers in order to make a difference. 
The type of clientele
The market is very complex, as are the people in it, so each company should identify its own target market, that is, a group of people who share common characteristics, which may be demographics, an interest or a desire for a product.
By grouping these people, a more accurate picture of potential customers can be obtained.
To group people we need to consider three main factors:
- The type of customer: consists of defining the limits of the target audience
- Demographic approach: relevant to selecting the right media to use
- Psychographic factor: useful for understanding whether they are the right customer for your business.
Once you have analyzed your target market, it will be easier to segment your target audience and target your business to the group best suited for your company.
This will make it possible to create a appropriate communication strategy that can engage and interest potential customers, creating an effective message that can promote your company.
TikTok target: how TikTok works and its target
Companies that have decided to implement TikTok as a communication channel are growing, data in fact show that TikTok in 2022 was the sixth most popular platform for corporate marketing.
Indeed, companies are realizing the potential of this social that on the surface seems to deviate from the corporate environment.
In fact, the application is designed to be part of users’ daily lives so that they can create and share funny videos in seconds. 
What to publish on TikTok?
Among the features that appeal most to TikTok users is definitely the so-called User Generated Content, through artificial intelligence users can view content they like based on their interests.
The question “what to publish on TikTok” is always very frequent, following trends is always a good start, but thinking about the most popular content could also help, among them we definitely find challenges, reaction videos, cringe videos and dubbing videos, content purely intended for entertainment.
Among the most striking cases of companies that have decided to launch on this platform we can mention Guess, a well-known brand in the fashion world.
Guess decided to use the hashtag #LoveGUESS by launching several challenges, one of the first was #InMyDenim, a challenge that consisted in making a stylish outfit simply using denim, the videos of this challenge totaled millions of views and involved a target audience probably new to Guess. 
How a message should be structured to reach the target audience
The TikTok target audience in fact is a very important aspect to consider.
The users of TikTok are mainly young people between 16 and 24 years old, the so-called Generation Z, a very important target if we think about the future since they will be the generation that will have the greatest purchasing power in a few years from now.
Each company should therefore think about its ideal target clientele and check how much it coincides with that of TikTok, then it should figure out how a message should be structured to reach the chosen target, considering that being able to win over the current audience could be an investment with almost certain long-term results! 
How to Use TikTok Business
If TikTok’s target audience is right for you or you would like it to be, TikTok Business is the solution.
TikTok for Business is designed to help businesses introduce their product or service to the TikTok audience so that they can take full advantage of the application’s full potential.
The various businesses, through their profiles, can run advertising campaigns, place links in biographies in fact; by placing a particular link in the biography, web traffic is driven in a certain direction, for example to the company’s own web.
In this way, the probability of a user becoming a customer of the company increases exponentially.
Another way to use TikTok Business is through TikTok Ads, which allows users to place advertisements that promote the products or services offered.
Even with this strategy, the conversion rate could increase significantly, but it is good to consider the advertising costs.
There are several sections in this version: “Analytics,” dedicated to insights and profile analitycs; “Business Content,” where you can manage collaborations; “Creative Hub,” where you can be inspired to create your own content; and many others. 
Do you have a business and don’t know where to start?
No problem, just follow these steps and start using TikTok Business to reap many benefits:
- Analyze the company’s target audience and compare it with that of the platform;
- Create a TikTok account of the company;
- Perfecting the company profile: taking care of the homepage structure, profile image and biography;
- Devise a corporate marketing strategy by organizing and planning the content to be published;
- Introducing TikTok Ads;
- Measuring engagement, also in order to evaluate the performance of the strategy used.
If you are still unconvinced remember that TikTok is a constantly growing social media, as time goes by it will have an increasingly diverse audience so starting now to learn about this social network could be beneficial to the market not only of the present but also of the future, because whatever product you sell or service you offer, “on TikTok there is an audience for you.” Article written in partnership with JECatt – Junior Enterprise of Catholic University.
