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Tiktok, a social network at the service of the luxury watchmaking industry

Tiktok, a social network at the service of the luxury watchmaking industry

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With nearly half of its users aged between 16 and 24, the TikTok social network is an ideal outlet for the watch industry, whose current ambition is to target the younger generation.

 

Launched in 2016, the TikTok application now has 800 million active users worldwide (Datareportal, 2020). No less than four years after its launch, the social network has exceeded 2 billion downloads on the Apple Store and Google Play. Offering the possibility to easily create playful videos, TikTok allows people to express themselves creatively through singing or dancing. Thus, it is among the youngest that the application is the most popular. Initially intended for an audience under 18 years old, 41% of social network users are now between 16 and 24 years old (Globalwebindex, 2019).

 

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In addition, the hashtags used on the network provide easy access to thematic groupings of content, proposed by the platform’s algorithms according to the preferences calculated for each user. The appeal of the application to younger people, as well as these personalized prescription devices, make TikTok a very useful resource for brands, particularly those in the luxury watchmaking sector.

 

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Featured photo: © Logo TikTok

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