A few thoughts on the hyper-growth of TikTok and what I expect from the future.
While on Youtube, Instagram, Twitter and most other social media networks users mostly have to build up a following and resulting clicks throughout a long period of time, by regularly uploading (mostly >5, >10 minute) videos, TikTok creators generate a lot more views.
Within 5 minutes of using the app, users generate 20 clicks on videos. Put that in comparison to YouTube, where you would get 1 minute on (a short) video.
This not only means that the platform is generating a lot more different content to be shared with friends or throughout other social media networks, it's also the best opportunity that ever existed for brands to launch or re-invent their marketing.
TikTok has an extremely low barrier of entrance. You only need a phone. You can use one of the pre-made filters to integrate creative effects some video editing tools would dream of.
Don't have a good idea? Simply base your video on someone else's content by reacting to someone or taking part in a challenge.
By doing this, you indirectly get more new viewers and followers, because users get shown videos they like more often by the algorithm or simply check who else did their own version of it.
TikTok combines short snippets (like Instagram Stories or Vine), being able to use public/popular/well-known music (like Musical.ly and the opposite of YouTube), and filters (like Snapchat, Instagram) — all in one place.
Even though TikTok is one of the most popular social media apps, users get a strong sense of community by watching and getting connected to other users with similar interests and opinions. It thrives on insider jokes and current, short-lived trends.
By showing you what you want to see, TikTok influences and strengthens the opinions of users. You can experience that during election periods or with other societal controversial topics.