{"id":14071,"date":"2019-01-30T02:47:43","date_gmt":"2019-01-30T02:47:43","guid":{"rendered":"https:\/\/rsoftsolution.com\/blog\/its-time-to-pay-serious-attention-to-tiktok.html"},"modified":"2019-01-30T02:47:43","modified_gmt":"2019-01-30T02:47:43","slug":"its-time-to-pay-serious-attention-to-tiktok","status":"publish","type":"post","link":"https:\/\/www.rbsitsoftwaresolution.in\/blog\/its-time-to-pay-serious-attention-to-tiktok.html","title":{"rendered":"It\u2019s time to pay serious attention to TikTok"},"content":{"rendered":"

If you haven\u2019t been paying attention to TikTok<\/a>, you haven\u2019t been paying attention. The short-form video app hailing from Beijing\u2019s ByteDance<\/a> just had its biggest month ever with the addition of 75 million new users in December \u2014 a 275 percent increase from the 20 million it added in December 2017, according a recent report from Sensor Tower.<\/a><\/p>\n

Despite its rapid rise, there are still plenty of people \u2014 often, older people \u2014 who aren\u2019t quite sure what TikTok <\/a> is.<\/p>\n

TikTok is often referred to as a \u201clip-syncing\u201d app, which makes it sound like it\u2019s some online karaoke experience. But a closer comparison would be Vine, Twitter\u2019s still sorely missed short-form video app whose content lives on as YouTube compilations.<\/p>\n

While it\u2019s true that TikTok is home to some standard lip-syncing, it\u2019s actually better known for its act-out memes backed by music and other sound clips, which get endlessly reproduced and remixed among its young users.<\/p>\n

<\/p>\n

Its\u00a0tunes<\/a> are varied \u2014 pop, rap, RB, electro and DJ tracks serve as backing for its 15-second video clips. But the sounds may also be snagged from YouTube music videos<\/a>\u00a0(see: I Baked You A Pie<\/a> above), SoundCloud or from pop culture \u2014 like weird soundbites from Peppa Pig <\/a>or Riverdale<\/a>\u00a0\u2014 or just original creations.<\/p>\n

These memes-as-videos reference things familiar to Gen Z, like gaming culture<\/a> (see below). They come in the form of standalone videos, reactions<\/a>, duets, mirrors\/clones and more.<\/p>\n

<\/p>\n

The app has been growing steadily since it\u00a0acquired<\/a> its U.S.-based rival Musical.ly in November 2017 for north of $800 million, then merged<\/a> the two apps\u2019 user bases last August.<\/p>\n

This gave TikTok the means to grow in Western markets, where it has attracted the interest of U.S. celebrities like Jimmy Fallon<\/a>\u00a0and\u00a0Tony Hawk<\/a>, for example, along with YouTubers on the hunt for the next new thing.<\/p>\n

But unlike Vine (RIP), YouTube or Instagram, TikTok doesn\u2019t yet feel dominated by micro-celebs, though they certainly exist.<\/p>\n

Instead, its main feed often surfaces everyday users \u2014 aka, amateurs \u2014 doing something cute, funny or clever, with a tacit acknowledgement that\u00a0\u201cyes, this is an internet joke\u201d<\/em>\u00a0underlying much of the content.<\/p>\n

<\/p>\n

Okay, okay.<\/p>\n

Sometimes these videos are described<\/a> as \u201ccringey.\u201d\u00a0<\/a><\/p>\n

But that\u2019s because those of us trying to talk about TikTok are old(er) people who grew up on the big ol\u2019 mean internet.<\/p>\n

Cringey, frankly, is an unfair label, as it dismisses TikTok\u2019s success in setting a tone for its community. Here, users will often post and share\u00a0unapologetically wholesome<\/em> content, and receive less mocking than elsewhere on the web \u2014 largely because everyone else on TikTok<\/em> posts similar \u201ccringey\u201d content, too.<\/p>\n

You might not know this, however, if your only exposure to TikTok comes from YouTube\u2019s TikTok Cringe Compilations. But spend a day in the (oddly addictive) TikTok feed, and you\u2019ll find a whole world of video that doesn\u2019t exist anywhere else on the web \u2014 including on YouTube. Videos that are weird, sure \u2014 but also fun to watch.<\/p>\n

<\/p>\n

It\u2019s a stark comparison to the existing social media platforms.<\/p>\n

Users today are engaged in the culture wars on Twitter (ban the Nazis! protect free speech!),<\/em> while YouTubers are gaming the algorithm with hateful<\/a>, exploitive<\/a>, dangerous<\/a> and otherwise questionable content that freaks out advertisers. And Facebook is, well, contributing to war crimes<\/a> and the toppling of democracy.<\/p>\n

Meanwhile, TikTok presents an alternative version of online sharing. Simple, goofy, irreverent \u2014 and frankly, it\u2019s a much needed reset.<\/p>\n

For example, some of the popular TikTok memes have included videos of kids proclaiming<\/a> what a great mom<\/a> they have, as they drag her into frame, or they\u00a0remind\u00a0<\/a>people to pick up litter and conserve water. They might give themselves silly, but self-affirming makeovers where, afterwards, they cite themselves not as \u201ccute\u201d<\/em> but rather\u00a0\u201cdrop. dead. gorgeous<\/em>.\u201d<\/p>\n

<\/p>\n

They might spend hours setting up gummy bears<\/a> as Adele concert-goers, learning how to do a shuffle dance up a set of stairs<\/a>\u00a0or in a\u00a0dance battle their dad<\/a>. Or they may showcase some special talent \u2014 drawing, painting, gymnastics, dance or skateboarding, perhaps. They do science experiments, make jokes or use special effects<\/a> for a little video magic.<\/p>\n

They shout out \u201chit or miss!\u201d<\/em> in public places and wait to see who answers. (Look it up<\/a>.)<\/p>\n

Sometimes it\u2019s dumb, Sometimes it\u2019s clever. But it\u2019s addictive.<\/p>\n

<\/p>\n

Of course, it is still the internet. And TikTok isn\u2019t perfect.<\/p>\n

The app has also been the subject of troubling reports about its \u201cdark\u201d side<\/a>, which is reportedly filled with child predators<\/a>\u00a0and teens bullying and harassing<\/a> one another. It\u2019s not clear, however, that TikTok\u2019s affliction with these matters is any worse than any other large, social, public-by-default app of its size.<\/p>\n

And unlike some apps, concerned parents \u2014 or the users themselves \u2014 can set a TikTok account to private, turn off commenting, hide the account from search, disable downloads, disallow reactions and duets and restrict an account from receiving messages.<\/p>\n

It is concerning, however, that under-13 kids are setting up social media accounts without parental consent. (But, uh, have you seen Fortnite and Roblox? This is what kids do. At least the TikTok main feed isn\u2019t worrisome, we\u2019ve found.)<\/p>\n

The bigger issue, though \u2014 and one that could ultimately prove damaging to TikTok \u2014 is whether it will be able to keep up with content filtering and takedown requests, or handle its\u00a0security and privacy protection issues<\/a> as it scales up.<\/p>\n

\"\"<\/p>\n

Content and community aren\u2019t the only things contributing to TikTok\u2019s growth.<\/p>\n

While Vine may have introduced the concept of short-form video, TikTok made video editing incredibly simple. You don\u2019t need to be a video expert to put together clips with a range of effects. It\u2019s the Instagram for the mobile video age<\/strong> \u2014 in a way that Instagram itself won\u2019t be able to reproduce, having already aligned its community with influencers and advertisers.<\/p>\n

TikTok\u2019s sizable user base, meanwhile, is due not only to its growth in Western markets, but because of its traction in emerging markets like China and India.<\/p>\n

This allowed TikTok to rank No. 4 worldwide across iOS and Android, combined, according to App Annie\u2019s data on the most-downloaded apps of 2018. On iOS, TikTok was the No. 1 most-downloaded app of the year, mainly thanks to China.<\/p>\n

At times last year, TikTok even ranked higher than<\/a> Facebook, Instagram, Snapchat and YouTube.<\/p>\n

Both App Annie and Sensor Tower agree that TikTok scored the No. 3 position for most installs among all apps worldwide in 2018.<\/p>\n

Now, TikTok is growing in India, says Sensor Tower.<\/a><\/p>\n

The country accounted for 27 percent of new installs between December 2017 and December 2018, and last month was the source for 32.3 million of TikTok\u2019s 75 million total new downloads \u2014 a 25x increase from last year.<\/p>\n

Some of this growth comes from ad spend, according to a report<\/a> from Apptopia, which examined the app\u2019s widened use of ad networks. (It\u2019s also driving<\/a> people<\/a> bonkers<\/a> with its YouTube<\/a> ads).<\/p>\n

\"\"<\/p>\n

The revenue is starting to arrive, as well.<\/p>\n

Worldwide, users spent $6 million tipping their favorite live streamers, a 253 percent year-over-year jump from December 2017\u2019s total of $1.7 million, Sensor Tower estimates. But live streaming is not the default activity on TikTok \u2014 it added the feature after shutting down Musical.ly\u2019s live streaming app, Live.ly<\/a>.<\/p>\n

\"\"<\/p>\n

Above: full-screen ad in TikTok when app is first launched; spotted today<\/em><\/p>\n

Above: an ad appearing earlier this month<\/em><\/p>\n

TikTok is also starting to test in-app advertising, and is being eyed by agencies<\/a> as a result. When you launch TikTok, you may see a full-page splash screen ad of some kind \u2014 though the company has not officially launched ad products.<\/p>\n

\"\"<\/p>\n

But the brands are starting to take notice. This week, for example, TikTok collaborated with SportsManias, an officially licensed NFL Players Association partner, for the introduction of NFL-themed AR animated stickers in time for the Super Bowl. The move feels like a test for how well branded content will perform within the TikTok universe, but the company says it\u2019s \u201cnot an ad deal.\u201d<\/p>\n

The company also declined to say how many are today using TikTok.<\/p>\n

However, parent company ByteDance had publicly stated<\/a>\u00a0last year that it had 500 million<\/a> monthly active users when it announced the app\u2019s rebranding post-merger. It has yet to release new numbers for its global user base.<\/p>\n

That said, ByteDance just shared updated stats for China only, on all versions of the TikTok app (including the non-Google Play Android version). It says that TikTok now has 500 million monthly active users in China alone<\/a>.<\/p>\n

Sensor Tower today estimates TikTok has grown to nearly 800 million lifetime installs, not counting Android in China.<\/p>\n

Factoring in those Android in China installs, it\u2019s fair to say this app has topped 1 billion downloads.<\/p>\n

Here comes the new new<\/em> internet, folks. It\u2019s big, dominated by emerging markets, mobile, video, meme-ified, and goes viral both online and off.<\/p>\n

So if you haven\u2019t been paying attention to TikTok, you may want to get started.<\/p>\n

Article source: http:\/\/feedproxy.google.com\/~r\/techcrunch\/social\/~3\/EQGsk3lhZ_o\/<\/p>","protected":false},"excerpt":{"rendered":"

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