Are Australian Mums On TikTok?

Brands often ask Mumpower: Are Australian Mums on TikTok? Should we invest our marketing spend on TikTok? Is it worth it? New research looks into social media usage trends to find out exactly how many Mums are on TikTok. Learn more below Recent research commissioned by Mumpower found that 1 in 4 (25%) Millennial Mums currently use TikTok.  This combined with the fact that Australians on average spend 23.4 hours per month on TikTok – an increase of 40% since 2021*, highlights that if you’re not already leveraging TikTok in your social media repertoire in some way, you should start now to future proof your brand visibility. That’s the viewpoint of Mumpower after significant exploration and evaluation of primary and secondary research on the topic as well as the deep experience garnered through partnership with many brands currently active marketing to Mums via Influencer Marketing in today’s social media landscape. To assist brands that may not know where to start, Mumpower recently ran a Masterclass – Reaching tomorrow’s Mums on TikTok – which covered how brands can most effectively leverage TikTok within their Influencer Marketing mix including the mistakes to avoid. Christie Nicholas, CEO of Mumpower, said a key mistake for brands to avoid was treating TikTok like Instagram:

“TikTok is not like Instagram so brands need to pivot and diversify as needed.  For example on TikTok, raw content triumphs compared to Instagram where the images and tone are more aesthetic and curated in comparison.  As a brand showing up on TikTok, it’s all about sharing the human side of your brand, unfiltered so viewers get to know, like and trust you.”

Other advice given by Mumpower was to gain quick wins on TikTok by leveraging your existing influencer network and your shopper network.  Christie Nicholas emphasised:

 “You can achieve TikTok success by leveraging your existing customer base in place of, or alongside Instagram creators. For example, brands can benefit by acquiring the usage rights from current stable of Instagram creators to repurpose for TikTok. Another way is to empower your customers to submit raw video content for the brand’s use. Rolling this out for our clients, we know this type of content converts much higher because of its authenticity. With the right network and system, it is easy to scale results.”