Vidmob released the 2020 TikTok UK User Research Report in November last year. You can get a general understanding of TikTok from these data, let’s take a look!
TikTok Audience & Popular Videos
In the UK, TikTok has attracted a lot of attention from adults of all ages.
82% of users under the age of 25 use TikTok once a day or more. Among them, users between the ages of 18 and 24 use TikTok the most frequently, and the proportion of men and women who log in several times a day is 56% and 64% respectively.
In terms of content, unlike other social apps, TikTok short videos are all about audio and visual effects, which has driven the popularity of its music clip formats, such as Lip Sync.
Men are drawn to sports content, while women are more likely to watch beauty and shopping videos. However, animal videos are consistently listed as one of the top 5 most popular video genres.
In addition, users are interested in videos related to social causes, activism and charity, and young people also value social justice, such as videos related to LGBTQ or the environment.
TikTok’s Marketing Potential & Future Development
Looking forward to 2021, 67% of TikTok users will continue to maintain or even increase their time spent on TikTok, especially male millennials and users living in London.
In addition, there is still a lot of room for brand marketing to rise on TikTok.
According to the survey, 18% of users purchased something after watching a TikTok advertisement video, while only 8% of users clicked on the advertisement to buy directly. Among them, male millennials are more likely to make in-app purchases.
Product-related videos are more likely to drive sales than pure advertising videos. 27% of users are happy to buy products on TikTok after watching videos such as product unboxing.
Best time to post on TikTok
Influencer Marketing Hub researched over 10,000 posts and summed up the best times to post for each day of the week.
Of these, research shows that engagement is highest at 9 a.m. Tuesday, 12 p.m. Thursday, and 5 a.m. Friday.
Judging from TikTok’s user research report in the UK, TikTok’s development prospects are still worth looking forward to, and it can be regarded as a choice for attracting traffic. However, there are also sellers who report that TikTok’s user stickiness is not high, and sellers should also consider it.