TikTok is looking to expand into more live broadcasts and educational content as the social video app diversifies away from the dance and music videos that have fueled its rapid growth in the past two years.
According to Tiki’s Tok, people are spending more time watching videos on the app during the pandemic, while creators are broadening the range of content they share to include sports, gaming, cooking, fashion and beauty videos.
Diversifying its content slate could help TikTok extend its audience beyond the 16-to-24 demographic that makes up 43% of its user base and appeal to brands that want to reach consumers with greater spending power. Live video has certain advantages in creating a sense of immediacy among viewers, while educational content can help to cultivate the types of enthusiasts that are important for niche marketing. Both are areas that have experienced a sharp uptick in interest due to the coronavirus pandemic, as people spend more time on social media to stay entertained and informed while outdoor activities are restricted.
While TikTok could be gunning for more older users over the long term, its predominantly young core users are a large draw for advertisers that struggle to reach those groups elsewhere. TikTok’s expanded range of programming may become a bigger threat to rivals like YouTube and Instagram that also are dominant among younger audiences. U.S. children ages 4 to 15 spend an average of 82 minutes a day on TikTok — twice as much as last year — compared with 86 minutes for YouTube and 50 minutes for Instagram, per a recent study by digital safety app maker Qustodio.
Why it’s hot: It’ll be interesting to see if Tik-Tok can expand to attract older audiences while keeping its cool factor.