According to statistics published by TikTok, more than a billion users worldwide use the app every month. As the latest analysis of the largest corporate TikTok accounts in Poland, carried out by SentiOne, a Polish company specialising in, among other things, internet monitoring using advanced artificial intelligence technology, shows, none of the other social media platforms generates such dynamic growth in follower numbers. For the top ten largest accounts between May and August, it averaged 26 per cent, while for the second ten it averaged 11 per cent.
The corporate account with the largest number of followers on Polish TikTok is the TikTok Polska account, while second place goes to Xiaomi, whose fan base grew by as much as 127 per cent in the last three months alone, according to SentiOne's analysis. No other social media platform is currently generating such rapid follower growth – among the 10 largest Polish corporate accounts from May to August this year it averaged as much as 26 per cent.
Xiaomi with the largest growth in TikTok followers
The largest corporate accounts on TikTok
Among the largest accounts on Polish TikTok, the Polish Xiaomi account recorded the largest growth in followers over the last 3 months – as much as 127 per cent. Second place went to the CCC account (50 per cent growth), and third to Polsat (40 per cent). The largest Polish corporate TikTok account in terms of followers is the TikTok Polska account (754,000 fans). Second place goes to the aforementioned Xiaomi (609,000), third to Player.pl (512,000), fourth to Red Bull Polska (408,000), and fifth to… the Polish Police (368,000).
Currently it is the other social media platforms that are trying to catch up with TikTok – Twitter and Snapchat were left behind long ago, and now the new leader has overtaken Mark Zuckerberg's empire – says Wojciech Łuszczyński, Head of Marketing at SentiOne – It is not just about the percentage growth in user numbers over time, nor about the absolute number of younger audiences from the so-called Generation Z, which is already higher than on Facebook or Instagram, but about a much more tangible criterion – time spent in the app and the amount of content consumed per user. Here TikTok gives the competition no chance. Meta is trying to imitate TikTok's solutions, but this move is much too late and derivative for users. The changes are even perceived by the community as harmful, and organised protests against the new features are emerging.
TikTok – key terms
Glossary of TikTok terms
If a brand wants to reach audiences on TikTok, it should understand the ways in which content gains popularity and the way users communicate, which is largely based on abbreviations and anglicisms. SentiOne has prepared a short glossary of the most important terms and expressions, which should help so-called boomers, i.e. people at least a generation older than today's youth, work out what the most popular phrases mean.
Trend – a video creation that gains popularity in a short time. TikTok trends are one of the most essential elements of this app – communities gather around them. It may involve the use of specific hashtags, music tracks, filters or effects, or a dance routine. An important factor driving popularity and the creation of new trends are influencers, who encourage their followers to record their own interpretations.
DC – short for "Dla Ciebie" (For You). This is the section on the app's main feed where users see the currently most popular content as well as content tailored to their preferences. A video that lands in this section quickly goes viral and gains considerable popularity. If someone comments "DC" under a video, it means they managed to reach that person. It is a common way of letting people know that their video is being watched by others.
FYP – short for "For your page". According to unofficial information, using the hashtags foryou, fyp, foryoupage is supposed to ensure appearing among recommended videos. The hashtag fyp is currently the most popular on TikTok, so using it can attract the algorithm's attention and help promote videos.
Duet – a tool that allows users to create videos containing two videos side by side. This option lets users respond to other people's videos with their own, which can then be shared publicly. Duets can be created using any recording from brands, influencers or friends, as long as they give their consent.
F – the TikTok community writes this when something bad or sad happens. This abbreviation refers to the game "Call of Duty: Advanced Warfare". In the opening scene of the second mission, Private Jack Mitchell attends the funeral of his friend who died in combat. If the player is using a keyboard, they receive the message "Press F to pay respects".
IB – short for "Inspired By" and is one of the ways of crediting the creator of an idea that others use to create their own content. It can be anything, from a make-up idea to a recipe.
Lip sync – this is one of the most popular trends on TikTok. These are usually comedy videos or songs in which the point is to move your lips in sync with the sound played, creating the impression that the user is the performer. TikTok has a huge library of songs and dialogues that can be used to record your own videos. Using such trends helps increase follower numbers and likes on videos.
POV – short for "point of view". It refers to a trend in which the creator of a video presents their point of view on a given situation. This trend is often inspired by everyday life, although some users want to use it to show that their perspective is particularly strange, specific or nonsensical.
How does SentiOne monitor TikTok?
Since the beginning of the year, SentiOne has been offering its clients the ability to monitor TikTok. It allows them not only to analyse dry numerical data, such as the number of views, comments, etc. – but also to see the context, browse mentions of a brand or product, check demographic data about audiences, identify the most popular hashtags, measure sentiment around advertisements, and catch anomalies and potential crises.
SentiOne, a Polish company founded in 2011, supports brands in automating customer service using AI technology. SentiOne offers its clients a wide range of solutions: from internet monitoring and an integrated customer service platform to next-generation conversational bots. SentiOne's solutions have been used around the world by brands such as Procter & Gamble, McDonald's, Nike, Unilever, Beiersdorf, Tesco, Starcom, Mindshare, Mediacom, Saatchi & Saatchi and many others. The company has offices in Gdańsk, Warsaw, London, Ostrava, Budapest, Munich, Eindhoven and Mexico City, and its products have been implemented at more than 400 clients in European markets, as well as in the USA, Canada, Mexico, Colombia and Brazil.
Summary
SentiOne's analysis shows that TikTok is currently the fastest-growing social media platform among Polish corporate accounts – average follower growth in the top ten was 26 per cent. The leader in terms of growth is Xiaomi (127 per cent), while the largest account remains TikTok Polska with 754,000 fans. The platform also stands out for the time users spend on it, which brands appreciate. SentiOne, a Polish company founded in 2011, offers TikTok monitoring, helping clients analyse mentions, sentiment and demographic data. Interestingly, the Polish Police also made the ranking, which shows that TikTok is used not only by commercial brands but also by public institutions.
