Developed in 2016 and arriving on cell phones around the world in 2017, TikTok, the result of a merger of the old Musical.ly application with the Chinese Douyin, grew among the Portuguese especially during the pandemic years. In 2020, short vertical videos had 1.7 million users. After counting more than 200 million users across Europethis month TikTok reached 4.2 million users in Portugal. Discover some of them:
The creators
Tiago David (@otiagodavid) is an emerging creator. From Marco de Canaveses, with its 60 thousand inhabitants, it speaks to the whole world and, through TikTok, to the whole world.
The content creator, who works between television, cinema, music and TikTok, has been presenting events and sharing interviews with Portuguese and international celebrities on the platform, among which the cast of the Portuguese series stand out. Fishtailfrom the American film The Summer I Turned Pretty or from the Spanish film La Casa de Papel.
Also Beatriz Rosa (@rosasininho) uses the platform to reach an audience that would otherwise be inaccessible. THE book taker (creator of content about literature) and active voice of the LGBTQ+ community “since I was little, I dreamed of being a writer, journalist and creator of digital content”, according to TikTok.
He started using the application, like many others, at the beginning of 2020. A tiktoker and author of eBooks (digital books) comes from the city of Évora, with around 54 thousand inhabitants and, on TikTok, it already has almost 700 thousand likes on publications about pagan beliefs and the experiences of the LGBTQ+ community in society and literature.
Lucas Rodrigues (@lucaswithstrangers) became known through TikTok and uses the application to share his interactions with strangers he meets on the streets of Porto. The influencer, nominated in 2023 for a Golden Globe in the Digital Personality of the Year category, he is known for making wishes come true for strangers, including supporting them financially.
“I started the project about two years ago and I was giving 30 euros and went from giving 30 euros in two years to now giving 25 thousand, almost 30 thousand, it’s a thousand times more. It’s a process of growth so fast that it’s difficult for me to value it and I always look at the stories from the past like ‘it was cool, but that was nothing compared to what it is now’”, he says in an interview with Vision.
For companies
According to the study “TikTok Marketing Science EUI Gifting Season Research 2024”, developed through AYTM, 76% of users say that TikTok has made them more aware of what’s in fashionwhile the research “The TikTok Blueprint for Tentpole Success 2024”, carried out by Magna, revealed that 33% of users heard about the 2024 Olympic Games through the platform – more than on television or streaming platforms (28%).
Among the trends, generally identified through a #tagthere are #BookTokwhich brought greater visibility to reading, the #AprendernoTikToka Portuguese version of the global trend #LearnonTikTok, under which tips and educational content about everyday life are shared, or even audio “Nothing beats a Jet2 holiday”from a British advertisement from 2022, remixed with the song “Hold My Hand”, by Jess Glyne, which gave rise to the sharing of several moments on vacation during the summer this year.
Previously more expressive among young people, many brands currently choose the fast and creative environment of TikTok to spread campaigns and expand their presence. This is the case of Millennium BCP (@millenniumbcp), who joined the #girlmath trend to share financial advice with humor and thus rejuvenate her image, or Terra Nostra (@terra_nostra_), who brought the concept of “Happy Cows” to the platform, together with Azorean breeders.
Segundo a investigação “The long and the short (form) of it: How short-form entertainment builds brands and converts”, The funniest ads increase memorability by 39%double brand awareness (the level of brand recognition among the public) and increase the brand image 2.8 times.
Also according to data from the “TikTok Marketing Science EUI TikTok for Full Funnel Research 2023”, carried out by Material, it was found that 64% of users discover new products or services on the platform (56% on other platforms) and 65% are more likely to buy what they saw in the app in the future.
Furthermore, 88% of the most loyal users tried new products from the same brand, 84% purchased more frequently and another 84% became “true brand advocates” on their networks, according to the “TikTok Marketing Science Global Long-Term Value of a TikTok User Study 2025”, carried out by Kantar.
Text written by André Sousa and edited by
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