TikTok, a video-sharing platform that is taking the world by storm may wind up changing how we interact with social media. Originating in China in 2016 under the name Douyin, which roughly translates to “shaking sound," TikTok was created by the tech startup Bytedance.
After acquiring over 100 million monthly active users within a year, Bytedance launched the international version we know as TikTok in May of 2017. Shortly thereafter, Bytedance acquired Musical.ly to take advantage of its existing user base. When TikTok merged with Musical.ly the following year, it gained access to a large community of younger users and set itself up for explosive growth in the U.S. market.
Exponential Growth
Now available in over 150 markets and in 75 languages, TikTok exploded early in 2018 with over 104 million downloads from the Apple App store. One of the remarkable aspects of its success is its popularity both in China and in countries around the world. At the moment, India leads the pack with 119.3 million users. TikTok now has over 800 million active monthly users, 500 million of which reside in China. As a result, it is now the world’s sixth largest social network.
What Is It?
TikTok is a video app that allows users to make and share videos of up to 15-seconds in length. Commonly referred to as “creators,” TikTok users are rewarded for their creativity instead of merely capitalizing on their status as celebrities or models on a platform like Instagram.
Creators can edit their videos with filters, music, animation, and more; they have the option of recording within the app or uploading videos. In addition, they can also connect multiple videos together for 60 seconds of total recording. Instead of merely consuming content, creators can participate in the platform as well.
It's advantage is that it’s remarkably easy for users to make high-quality video clips. Music dominates the platform as most clips feature users dancing or lip-syncing to songs included in the app. Naturally, creators can like, comment, and follow whatever they see.
What Makes It Unique?
Maybe the central reason for Tiktok’s rapid ascent is its algorithm, which uses artificial intelligence for things like facial recognition for its filters and adding recommendations to users' feeds. As soon as the app opens, a customized video feed starts, drawing the user in right away. In other words, TikTok is all about giving users what they really want.
Joining Forces with Music Studios
Another way that TikTok sets itself apart from Snapchat, Facebook, and Youtube revolves around its licensing deals with music studios. Although other platforms have rigid rules for using copyrighted materials like mainstream music, TikTok has partnered with major music studios to use this material to their advantage. Indeed, their expansive music library and integration with Apple Music is where it outpaces other social media platforms. Through this arrangement, creators can license songs to which their users like to post videos.
These partnerships also benefit the studios by increasing exposure for their newer songs. Consequently, artists now look to TikTok to promote newer music. Although most social media networks now look to monetize longer-form videos, TikTok has managed to make short-form content profitable.
Incorporating TikTok into Your Social Media Marketing Strategy?
While tried-and-true social media marketing tactics will still work with TikTok, its unique approach demands its own marketing strategy.
• Explore your brand’s lighter side – show people having fun and entertain your followers.
• Make memorable videos – keep in mind that you only have a matter of seconds to make an impression. This isn’t the place to share part of a symposium. Try content with music and visuals that dazzle in 15 seconds or less.
• Interact – this might be the guiding principle of TikTok. Engaging with others always helps your brand, so make sure to share, like, and comment on others’ posts.
• Capitalize on trends – if you notice a hashtag or challenge that can somehow tie into your brand, use it in a way that highlights your brand’s strengths.
By engaging with other creators, you create a community around your brand that you can leverage to promote your products or services in a more organic, targeted way than traditional advertising.
What Does the Future Hold for TikTok?
No one can argue with TikTok's astronomical success, and how quickly it has grabbed the attention of younger audiences. While a condensed version of YouTube may not seem all that remarkable, experts already believe that TikTok is changing the face of social media. By giving users much of what they want and none of what they don’t want, TikTok may change the way people receive and use information.
Consequently, it may also change how marketers promote their brands across social media. In short, the ability to combine mobile content consumption with creation puts it at the forefront of what younger users expect and brands may covet for years to come.