With TikTok trends constantly changing, do businesses truly benefit from dedicating resources to create short-lived campaigns on the platform?
SINGAPORE: Do you recall scrolling through TikTok and seeing multiple videos of people mimicking a dance sequence from the Netflix TV series"Wednesday"?
"I thought at the time, we were coming out of COVID-19 and everyone was looking for nail inspirations," she said, adding that TikTok is like"an outreach platform – a good search engine" for users. There are an estimated 1.83 million TikTok users in Singapore, and an average of 16 hours a month is spent on the platform, according to digital marketing agency OOm. An advertisement can potentially reach about 30.8 per cent of the TikTok audience, OOm added.
He noted that even more established organisations and politicians are increasingly developing their presence on TikTok to reach the new target audience.
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