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TikTok's exponential growth has reshaped the social media landscape. According to Statista, as of 2023, it has amassed 843.3 million active users worldwide. This platform has evolved beyond a space for creative expression, emerging as a dynamic global marketplace where businesses of varying scales can thrive.
TikTok offers a unique platform for local Thai businesses and sellers to connect with a vast, diverse international audience, unlocking new arenas of digital engagement and commercial opportunities.
TikTok's journey to becoming a global phenomenon is a story of strategic evolution and innovation. By 2019, it had solidified its position as the fourth most downloaded non-gaming app worldwide, signalling its sprint towards global dominance, as reported by The Guardian.
TikTok's appeal largely resonates with the younger crowd. Data from Statista reveals that 18.2% of its active users are women aged 18-24, and approximately 17.8% are men in the same age group. These demographics are known for their high digital engagement and trend-setting abilities. The platform’s success lies in its digestible content, spanning dance challenges to educational snippets, all powered by a sophisticated algorithm that personalises user experience.
For brands, TikTok offers an invaluable opportunity to connect authentically with the younger demographics, particularly Gen Z. The platform's informal and interactive nature aligns perfectly with brands aiming to engage genuinely with this audience segment.
What also sets TikTok apart is its rich arsenal of creative tools – filters, effects, and editing capabilities that empower users to shape their own stories. This fosters a sense of ownership and encourages active participation, making content creation not just accessible but enjoyable.
TikTok's accessibility allows small businesses to leverage this platform without the hefty marketing budgets often required by traditional media.
The integration with e-commerce platforms like Shopify furthers its utility, bridging the gap between content creation and product sales. DHL Express' collaboration with Shopify is a testament to this synergy, offering Thai businesses a gateway to global markets through efficient logistics solutions.
In this landscape, it’s hard for businesses to ignore TikTok. Finding the right way to integrate it into your digital marketing strategy ensures you don’t lose out to competitors.
TikTok has become a key platform for e-commerce brands, exemplified by Gymshark, a UK-based fitness apparel brand. Gymshark's strategic use of TikTok, coupled with influencer marketing, has led to its impressive growth, with over 5.2 million followers globally as of 2023. This success highlights Gymshark's ability to resonate with community-led brands and align with their values.
A notable campaign was the #gymshark66 challenge, where fans were encouraged to tag GymShark and participate in the challenge. The campaign was a resounding success, generating over 1.9 million likes, 12,576 comments, and 45.5 million views for the hashtag, significantly boosting Gymshark's visibility and engagement on TikTok.