One in four (25%) Millennial Mums currently use TikTok, according to research commissioned by Mumpower, combined with statistics from news outlet, Social Media Perth, showing that Australians spend an average of 23.4 hours per month on TikTok – a 40% increase since 2021.

Those aged 18 to 24 are the largest group using TikTok, followed by 25- to 35-year-olds, and then those aged 13 to 17. In Australia, TikTok ads have the potential to reach 7.38 million users (18+ only).

Mumpower recently hosted a masterclass – Reaching tomorrow’s Mums on TikTok – which explained how brands can effectively leverage TikTok within their influencer marketing mix including mistakes to avoid.

Mumpower CEO, Christie Nicholas pointed out a key mistake – 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. It’s all about sharing the human side of your brand unfiltered so viewers get to know, like and trust you,” she said.

“You can achieve TikTok success by leveraging your existing customer base in place of, or alongside Instagram creators. Brands can benefit by acquiring the usage rights from current stable of Instagram creators to repurpose for TikTok.

“Another way is to empower customers to submit raw video content for the brand’s use. We know this type of content converts much higher because of its authenticity. With the right network and system, it’s easy to scale results.”

The final piece of advice was to ‘start now’ because the competition will intensify and brands that have future proofed their business by building experience on TikTok will have a competitive advantage.