TikTok’s popularity is rooted in microcontent. Previously, the social media platform had a strict 60-second limit on content, but now it allows for longer videos. This extended time is a great way for creators to keep viewers engaged. Previously, TikTok creators had to divide longer content into parts, which made it harder for users to follow the story. Now, users can easily retain and interact with content without extra effort.
TikTok has a lot of potential for growth, with a study showing that only 13% of respondents use the app, while 79% consume short videos but don’t use TikTok.
For advertisers and brands, TikTok is still a new frontier, but it offers advantages. The platform’s artificial intelligence system matches advertisers with consumers based on their interests and viewing behavior. This means advertisers can have a better retention rate and reach the intended audience. The esports community can benefit from TikTok’s embrace of the online gaming industry, as it opens doors for new advertisers. TikTok has already partnered with esports team Tundra, focusing on FIFA content, which has billions of views on the platform.
Esports betting operators should consider creating a TikTok marketing strategy. Major brands like Riot Games and the ESL have already incorporated TikTok for major events. Betting operators can repurpose their YouTube content into shorter, digestible form to generate interest in esports. While most of TikTok’s users are younger and may not be of legal betting age, building familiarity with a brand can pay off in the long term. TikTok provides options for businesses through TikTok For Business, allowing companies to increase engagement and build an audience. Advertisers can generate millions of impressions per day depending on placement and price point, and the platform also offers help in connecting brands with relatable influencers.
