It’s no secret that TikTok is currently dominating the world of video content and has become the ‘go-to’ social media app for many, not only because you can easily create fun videos and add music, but also because it is the top platform where stars are born.
Last year, TikTok had only ranked seventh, behind Google, Facebook, Microsoft, Apple, Netflix, and Amazon. However, the situation changed after a few months when it surpassed all other giants. This is the kind of popularity and growth that many businesses would give anything to achieve.
Although it might be difficult to understand the hype and appeal of the short videos, it seems like TikTok is here to stay. The video streaming app owned by the Chinese tech giant, ByteDance, has made it to the top of the list of most visited websites across the world this year. According to Cloudflare Inc, a cloud infrastructure company that tracks internet traffic, the app even surpassed last year’s leader, Alphabet Inc’s Google.
In 2020, The popular app, owned by Beijing-based ByteDance, had ranked seventh, behind Google, Facebook, Microsoft, Apple, Netflix, and Amazon as per Cloudflare’s web traffic ranking.
So what goes on to bring about such popularity for this app?
Well, it’s simple really — it all comes down to the great features and technology.
TikTok offers tons of fun features like filters, special effects, and the ability to tap into special features depending upon your location and interests or those of your friends. These features work together with the algorithm system built within the app which, with the help of Artificial Intelligence, takes into account your preferences and then streams videos for you uniquely suited for your tastes. No doubt Tik Tok has found the taste of outstanding success.
The app works like a collage of all the best social media moments: yes, we can post about cats and dogs (dubbed “thots,” of course), but some creators have made political commentary on issues like gun control, environmentalism, and even mental illness. It may sound silly, but this app’s huge popularity is serious: it has more than 200 million users in over 200 countries generating billions of video views.
Content and Scoring Technology
The content on TikTok is similar to Vine. Only videos are 6 seconds maximum. Viewers can vote and comment on the videos, and also use emojis as reactions to the video. The main difference with TikTok is that users can later revisit curated posts and videos. This means that with this second visit, the app will be able to process the user’s behavior (attention span, etc.) in a better way than other apps where the content is only posted once and then users simply watch or don’t watch it. The scoring system of the app uses AI technology to assess the user’s interest in the video or its content. Hence, in order for your branded content to be more visible, you should post appealing videos for people to watch.
There’s no denying that TikTok is a phenomenon. Its success shows that it’s filling a need for users who are looking for a stand-alone app to facilitate group communication and entertainment. As brands take note, it will be interesting to see what space they carve out for themselves in this social media milieu. Some users are attempting to draw the line between TikTok and YouTube. It is unlikely that it will replace YouTube in the near future but definitely, it provides something different for those looking for fun – a niche of its own with vast potential.