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The rise of TikTok

The Drum 26 May 2020 12:52
By Alessandro Bogliari-26 May 2020 13:52pm

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TikTok (formally known as "Musically") is a fun app that lets Gen Z (and lately also Millennials and families) create short-form videos and share them with millions of users all over the world that can engage through likes, comments, shares and even duets.

Creating and editing videos is easy, with various effects, filters and stickers to choose from. By adding effects and filters, backgrounds, music and stickers to their videos, users can collaborate on content, whether they create a split-screen duet video or a full-length music video. On the contrary of Instagram, where users only post their own photos, TikTok allows everyone to re-use others’ content and remix it, creating an endless opportunity for creators and influencers to create memes, funny content, remixes of songs and even of videos.

Every day there are a lot of new successful TikTok videos, that’s because every week new hashtag challenges pop up and trending songs are used as background music to create catchy videos: dances, lip-syncing, pranks, memes.

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And of course, a lot of users are spending their spare time at home getting creative, for instance, recreating the Disneyland Parade at home, or celebrating a family member’s 21st birthday in the best homemade way possible.

Collecting a fan base of millions of users is definitely easier and faster on TikTok compared to other social media channel and there are already 1,700 US TikTokers with 1M+ followers (source: https://www.influencegrid.com/tiktok-influencers/united-states/mega). Charli D’amelio became – just a few weeks ago – the most followed TikToker with 55.5M of followers, beating the queen on TikTok Loren Gray that has 43.2M of followers at the moment I am writing.

TikTok is a wonderful platform for creators to create their own communities and inspire others, not intimate them. For example, Crystal-Jade, also known as CJTOOICY has become a powerful young LGBTQ+ advocate. Not only is she using her TikTok account to empower other teenagers with self-confidence (and has the fan mail to prove it), she proudly uses the hashtag #gaypride in most posts. Just like Vine, as talent grow on TikTok, they are building their fan base, not just on the basis of great content, but also for who they are and the daily doses of joy they bring to viewers.

All in all, TikTok is a perfect app to both spend time watching funny videos but also jumping on challenges and get creative, remixing others’ contents or creating original videos that can become the next trends. Watching TikTok videos is also a great way to stay in the loop and understand the new generations’ needs and interests.

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Tags

TikTokDavid DobrikBrittany BroskiZach KingViners
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