The short video-based social media phenomenon, TikTok, now sports 689m monthly users internationally – and businesses are waking up to its potential. The question is, however, how to incorporate the platform into a marketing strategy? It seems businesses are increasingly using online events to learn the best way to get their messages out.

According to data from the ticketing and events platform, Eventbrite, brands and marketers are increasingly booking professional training sessions to help them connect with new audiences via the social media platform.

Over the last two years, Eventbrite has hosted TikTok seminars, training and workshop events in the UK. Events range from TikTok for beginners and TikTok for charities through to digital masterclasses; all of which help marketers connect their brands and products with new audiences.

Furthermore, the number of eager learners is trending upwards. In 2020, TikTok-related events in the UK attracted six times as many attendees as in 2019.

The percentage of TikTokers sharing brand/product recommendations is higher (21%) than for users of both Instagram (15%) and Facebook (12%). Plus, there are 100 million monthly TikTok users in Europe. Not to mention 17 million monthly users in the UK; and this is across all age groups. It’s unsurprising, therefore, that businesses and brands want a piece of the action.

Commenting is Sabeha Mohamed from Eventbrite. “In the social media universe, TikTok is now firmly established alongside the big players like Facebook, Instagram, YouTube, Snapchat and Twitter. Judging by the growing number of marketers booking courses on Eventbrite to learn more about the platform, we can expect more brands to insert themselves alongside sea shanties and trending dances.”