- Do you feel like the most popular social networks
like Facebook and Instagram are oversaturated?
Has your reach gone down,
your engagement almost disappeared?
Well, there's a new social network in town
that's been growing really fast since 2017.
And in some months, its app is downloaded more
than Facebook and Instagram.
It may not be the best option for you to leverage,
or it could be.
And I'm going to break down whether it is
or it isn't for you.
Hey, everyone, I'm Neil Patel,
and today, I'm going to discuss the social network
that'll explode in 2020.
And the real question is, should you leverage it?
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The Wall Street Journal said TikTok
is the third most installed app worldwide.
It has 1.2 billion monthly users globally.
That's the most downloaded app on the App Store worldwide
for first quarter of 2019,
followed by YouTube, Instagram, WhatsApp, and Messenger.
The Wall Street Journal also reported
that the average user spends 45 minutes
on that app daily.
ByteDance, TikTok's parent company,
spent roughly $1 billion in ads,
as much as $3 million a day in the last year.
Much of that for ads has appeared
on traditional social networks,
according to The Wall Street Journal.
The first thing you should look at is,
is my audience there?
You're going to observe the same thing happening
with other social networks like Facebook and Instagram.
First, the dominant demographic is young people.
Then, it expands into other age groups and demographics.
Depending on your audience and demographic,
it may not work for you, at least for now.
In other words, if you're going after
the younger demographic, then right now it can work for you.
If you're going after the older demographic,
then you're going to have to wait a bit.
Secondly, if being first has always been
your competitive advantage, then it may be worth
getting on right now.
It's impossible to tell whether or not it'll take off
for all demographics, for all groups,
or if it's going to be an extremely popular social network
three years from now.
But the trend has been showing that it is growing.
So if your competitive advantage
is to be the first mover, then I would recommend
that you go in there and you start taking advantage.
because typically when you get in there early,
it's much easier to gain traction,
get those followers, get more traffic,
and leverage that audience.
And you can do it for pennies on the dollar.
But when you leverage something later on
once it becomes saturated,
it's much more harder to get traction
and it tends to take a lot more time
and cost way more money.
Just look at it this way, right?
If you built a blog in the early days
or Facebook in the early days,
even Instagram in the early days,
you're naturally going to be much more popular
than if you started your Instagram account right now
or even your Facebook account right now.
The third thing you need to look at is,
are you able to create the kind of content
that people on this platform like?
The app's short-form video format lends itself
to humor and anything
that's a lightning fast visual storytelling.
If you have long-form video content,
doesn't really work well for this app.
Humor out of everything that I've tested
or even sarcasm tends to do well.
It won't be easy for you to repurpose content
from other channels
unless this is your natural brand of voice.
See, if you look at me, my video content
is more serious, educational.
I can't just go on TikTok and produce,
take the same video I'm doing for YouTube
or Facebook or Instagram and then pop it onto TikTok.
I would have to create all new content again.
But then on the flip side,
you see people like the Pauls, right,
Logan and Jake Paul.
Their content could work extremely well for TikTok
without them having to create new content.
In other words, they could potentially repurpose.
The fourth thing you want to consider,
if you're one of those people that loves playing it safe,
you'll want to wait a bit and see whether or not TikTok
will become mainstream.
If time's a commodity, then you can't risk spending
tons of time doing this,
you know, leveraging TikTok, building that audience,
and then find out that it won't take off.
I'm one of those people,
in which, although I love being early,
I can't always afford to be fully in it.
So sometimes with me, I may spend a little bit of time
on there, but I won't go full fledge
unless I know the platform's going to take off.
Look at my Instagram account.
Sure, I was on Instagram early,
but I didn't spend a lot of time on there
until I knew it was going to blow up.
And now I'm pushing hard and hard and I'm like,
"All right, how quickly can I get to a million,
"two million followers?"
And if this is you, I would consider waiting
at least six months to see whether or not
it's going to go mainstream before you put
too much time into it.
That doesn't mean you can't sign up
and start spending some time on it.
It just means you shouldn't spend an arm and a leg
or the majority of your days.
If it gets popular among other age groups and demographics,
you should definitely start leveraging it.
At that point, you know you're going to have to be on there.
It's just a question of when.
So thank you for watching.
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make sure you like, comment, share, subscribe.
If you have any questions, leave a comment below.
And again, I'll see you tomorrow.