Although we all hate to admit it, Vine is dead. And naturally, there was going to be a new platform to fill the hole in our hearts that Vine left behind. That sketch comedy, lip-syncing shaped hole has been filled by TikTok and love it or hate it, it’s here to stay. So, without further adieu here’s ‘Everything you need to know about TikTok.’
Where did it come from?
In 2016 Chinese company ByteDance created an app called Douyin and released it to the Chinese market. Within a year Douyin had over 100 Million users and was receiving around 1 billion video views a day. So, in January 2017 ByteDance released Douyin under the name TikTok to international audiences. (Duoyin and TikTok are the same app but they are run on different servers to comply with Chinese censorship restrictions).
Remember Musical.ly? Well, at the end of 2017 with TikTok’s massive growth they needed to get rid of their main competition. So, they bought their main competitor Musical.ly for a reported 1 Billion Dollars. After the acquisition of Musical.ly, TikTok continued to grow, quickly becoming one of the most popular video sharing platforms.
The app was the fourth most downloaded app in 2018 beating both Instagram and Snapchat.
But what is it?
TikTok is a video sharing app. Much like Vine, users share short 6 to 60 second videos comprising of sketches, lip syncs, parody videos, and reaction videos. The app features stickers, filters and even augmented reality. As with Twitter users can post using hashtags so their videos are seen by people searching for a specific thing.
According to China brands, the most popular hashtags are:
How can marketers use TikTok?
As with all social media platforms, there are people who have gained large followings on TikTok. So, with TikTokers posting to millions of people marketers noticed that it was a great platform to utilise influencer marketing. Brands such as Gym Shark and Sony Pictures were fairly early adopters of TikTok. With Sony Pictures using it to promote their film ‘Escape Room’ by putting opinion leaders and TikTok talent against each other to complete escape rooms built by Sony.
Is TikTok for Me?
Quite frankly, it’s up to you. If you enjoy funny videos and posting video content then it’s definitely worth checking out!