Does TikTok Have a Place in Multifamily?

Does TikTok Have a Place in Multifamily?

Oh the times that we live in. The days of constant innovation and technology evolving at faster and faster rates. How do you keep up? It’s a constant battle of innovating to stay relevant while enhancing and streamlining your processes, but also not innovating so much that you lose sight of the basics that have defined successful apartment leasing and management for decades. 
With so much constant change, it’s important to stay in the know, form your own opinions about what could work best for you, your team, and your multifamily community, then make educated decisions from there. So what is one of the latest and greatest things that have people abuzz? TikTok! If you haven’t heard of it, that’s alright. It is to teens now what Facebook was to teens in the 2000s.
Let’s take a look at what TikTok is, why it’s all the rage with youth around the world, and take a look at whether or not it’s worth your time investigating for potential apartment marketing purposes.
What is TikTok?
Not many people do. It was a 15 second video streaming and sharing app that got acquired by a Chinese company ByteDance. Once acquired, it was rebranded as TikTok, which has absolutely surged in popularity. focused on lip syncing to music, whereas TikTok consists of 15 second videos ranging from dancing, to lip-synching, to gymnastics, instructional videos, comedy and everything in between — the creative flexibility is up to the user. becoming TikTok was a transformation ……

Does Multifamily Not Know What to do with TikTok?

TikTok grew an astounding 500 million users in 2019 as the app gained mainstream traction across the world.  Similar to the Vine app of years past, TikTok has been one of the hottest startups in social media, and yet on first blush, multifamily hasn’t seemed to take notice.

In our 2019 Social Media Research Report, we analyzed use of social media by apartment communities across the industry, and we found that just one responder was actively using TikTok:


On a related note, multifamily didn’t appear to increase its use of Facebook Groups, even when there was a massive push to increase functionality on that piece of the platform:


If you would like to see all the results of this study, you can download the full report here. 


We would also love to hear your experiences with TikTok or Facebook Groups!  Is anyone effectively using either of these two options in your social media strategy?