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Storytelling through Social-First Content: TikTok

TikTok has surpassed all social media (even Google) as the number one most downloaded app and the most-searched-for term in the last six months. More than a billion videos are viewed every day by the one billion active users (130 million in the United States)—though the app has been downloaded onto three billion phones.

With that, more accounts than ever have joined the video platform to showcase their destinations and companies. Hashtags like “Travel” and “TikTokTravel” account for billions of views, meaning people are desperate to see tourism on the app. These travel-related videos aren’t just limited to flight attendants dancing to Lady Gaga on an empty plane—companies are telling incredible stories that compel viewers to book trips. Below are our favorite examples of creators using powerful storytelling to pitch visiting them.

Mitchell Airport...

An Introductory Guide to TikTok

With more than 689 million monthly active users (as of January 2021), TikTok is the current social media darling. This mobile video platform for creators is engaging a younger generation to craft 30-second to minute-long vertical videos. There are more than 100 million U.S. users (August 2020), and while the app was made popular among Gen Z, the user base is growing up. In the U.S., 60 percent of users are 16–24, and 80 percent are 16–34 (June 2020). More than 90 percent of users use the app daily — with an average watch time of 53 minutes (July 2020). Overall, more than one billion videos are viewed per day on the app. 

How does this apply to travel? There are more than 22.4B views under the #TikTokTravel. At current, few DMOs and travel brands are activating, so there is a huge opportunity to get organic distribution and connect with...