While TikTok does not yet offer analytics at scale, other digital indicators show TikTok interest is nearing an all time high during the COVID-19 quarantine.
Since we last checked in and shared the TikTok Best Practices, there’s been significantly more chatter around the short form video sharing network on Twitter. Between December 30, 2019 – March 28, 2020, TikTok has been mentioned 36 million times on Twitter – up 75% from the prior 90 days. The social platform is also on a 15 day streak of conversation being far above the brand’s daily average.
As expected, pre-existing users have far more time on their hands to scroll through the app these days, but the interest surge is due to a combination of new downloads and relatable content types capturing attention.
While the platform continues to be influencer driven, celebrities have both joined TikTok and created content during COVID-19, driving press pick-up and exposure that routes new people to the platform.
“90s Kids” are Infiltrating
Teenage TikTok users are reacting to how many “older” people are joining the app as they look for ways to pass the time. “90s Kids” in-particular (21-29) have become the focus of viral videos poking fun at the individuals for joining the community after speaking out against it for so long.
Parents Are Being Featured
Family time is endless these days, and teenagers are featuring their parents in their TikTok videos. Some videos feature parents as active participants, and others are at their expense, with children recording their reactions unknowingly.
Everyone Is #BoredintheHouse
This is nothing more relatable and timely than Tyga’s new “Bored in the House” audio. Mentions of the track have been increasing consistently for seven days in a row.
While all of these trends may appear to be temporary, it seems those joining out of boredom are being converted. An initial attempt to pass the time has turned into an addiction that new users think is here to stay. 26% of those talking about the app expressed Joy and Love, up from a baseline of 15%.