By: Julia Robinson Source: Free PNG Logos TikTok was launched in 2017 after Musical.ly the app was discontinued. TikTok ended up gaining popularity quite fast due to the large following its similar predecessor Musical.ly experienced. “The Musica.ly connection is key to understanding the TikTok platform, since the app rose to popularity with users posting short lip-synch videos and offering a community of users tackling trending songs” (PR Daily). Over time, TikTok has become one of the most used apps in recent years. Source: Oberlo Statistics
There are a few specific factors that have led to TikTok’s immense success. One factor is Generation Z’s tech-savvy skills and how Gen Zers have grown up with similar apps, creating a familiarity with TikTok. TikTok’s user demographic in terms of age ranges from 16-24, and Gen Z is right in the middle that. Another aspect that has helped TikTok grow is its song association. Within the past few months, I have heard people say, “This is a TikTok song,” due to its repetition on the app. By connecting certain trends whether it be a song or a dance with the app, people will only think of TikTok when that sound is played, growing the app’s influence. When compared to other apps, TikTok differentiates itself by providing an outlet for teens and young adults to express themselves. “Properties like TikTok are supporting and creating new forms of self-expression, and brands want to tap into that,” Williamson said. “It’s an experiment for many marketers. In many ways, TikTok is where Facebook was in the late 2000s, and where Snapchat was three or four years ago” (eMarketer principal analyst Debra Aho Williamson). TikTok separates itself by giving its users the ability to create trends that most often happen naturally. Anyone can create a trend, end up on the “for you page” and dance in front of their phone camera. According to Data Reportal, TikTok has 500 million users worldwide, placing it 9th among social network sites. Its competitors include YouTube, Snapchat and Instagram, some of the most used social media networks. The availability and relatability of the app make it very attractive to users. If people cannot relate to a platform, what is the point of the app’s existence? TikTok has created an empire of both creative expression and entertainment, expanding itself into the hands of millions of teens. What will be the next TikTok?
16 Comments
C.Robinson
3/18/2020 11:14:45 am
Well written, this is helping me to try and understand modern video phenomena.
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4/25/2020 07:10:00 am
Tik tok become more successful because there is more number of acting potential candidates in country like India.
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8/6/2020 04:46:51 am
Approaching customers via social media will make more user engagment.
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