Every other person bought something because they saw it on TikTok, says the head of the platform for the Czechia

Every other person bought something because they saw it on TikTok, says the head of the platform for the Czechia
Every other person bought something because they saw it on TikTok, says the head of the platform for the Czechia

TikTok carries the label of a social network where young people film themselves dancing and the Chinese government steals users’ personal data. Paula Kornaszewska, a native of Poland, is trying to convince companies in Central and Eastern Europe that this fastest growing platform is actually an opportunity for business. Since last May, she has been the head of the platform for these regions. It is now planning to focus on the Czech market.

“According to our surveys, every second TikTok user in Poland bought a product based on seeing it on our platform. Users are happy to be brands on TikTok. I am sure that companies will soon discover its potential even in the Czech environment,” says Kornaszewska in an interview with HN.

HN: How would you describe a typical TikTok user?

To understand how TikTok works, first of all, it is necessary to realize that it is not a social network, it is an entertainment platform. You won’t see posts from people you know on your main page. But the content you see there will be interesting to you because it will be related to something you are interested in and like. My homepage will look completely different than yours or anyone else’s. About 75 percent of users come to us for entertainment, and 62 percent want to discover new hobbies, music or products. Many users also associate creativity and authenticity. The current trend on the Internet is that your life should look perfect. Whereas on TikTok it’s perfect when you’re not perfect at all. This is exactly what our users appreciate.

HN: Generation Z is mainly associated with TikTok, i.e. people born around 2000 who were already born into a world connected to the Internet. Can it also appeal to users who are middle-aged and used to being more on Facebook?

Most of our users are adults. Generation Z and also millennials make up a significant part of them. But we are observing a significant trend that more and more elderly people are joining us. We have a lot of young users who are passionate about travel, lifestyle, culture and the like. But we also have people in their 40s who shoot content about their relationships and children, but also professions such as teachers, lawyers, doctors or employees in corporations and business. By the way, it is becoming increasingly popular abroad that companies are looking for new employees through TikTok.

HN: How is it going?

TikTok is good at targeting any group of people. Employers and employees can present themselves in a creative way and simply assess whether they agree in their visions. I remember the example of the Polish branch of one of the biggest music publishers in the world. They were looking for a new social media manager on TikTok. And they found him there.

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The article is in Czech

Czechia

Tags: person bought TikTok platform Czechia

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