We just can’t ignore TikTok anymore


Many underestimate the phenomenon of popularity of the TikTok service, which has existed for only a few years but has already shown that even perennial leaders such as Instagram and Facebook fade in comparison with it. 

Indeed, this service, which has Chinese roots, simply breaks the market for services and shows not even explosive, but avalanche-like growth. 

Millions of users around the world not only registered in it but even post their videos there. Despite the recent scandal with “beautiful people”, TikTok continues to gain momentum. 

What will happen next and can people ignore this phenomenon?

TikTok is developing faster than we thought.
TikTok is developing faster than we thought.

Many users of the service simply do not realize how popular TikTok is now when they join it because they “heard about it somewhere”. As a result, at first, they just watch other people’s videos, and after that, they try to upload their own.

For no reason, he is gaining hundreds, thousands, and even tens of thousands, having looked, and a person is lost even more.

It turns out that in less than four years TikTok has become, if not the most, then one of the most significant cultural products in the world. With it, people can do what YouTube and other similar services do not allow them. 

Nobody wants to watch the same video for a long time. The desire for fragmentation is easy to notice on the example of Twitter, where people do not want to read the news for a long time, as they did in the newspaper before. 

They only need a headline and can scroll further. So here, but the semantic load of the videos is significantly lower than in the Twitter feed. They are more entertaining than informative, although it can be different.

According to various information, the daily audience of active TikTok users reaches a billion people. This is a lot and such an army can make it not only the most successful startup but also one of the most expensive companies in the world.

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It is reported that TikTok spent up to $ 3 million a day on promotion in 2018 and 2019. This was done in various ways but led to the fact that approximately 30-40 per cent of users who tried the service stayed with it, replenishing its audience.

So the company was able to achieve indicators that became even better than those of Facebook and Instagram, especially against the background of a drop in the number of downloads of the latter.

TikTok development speed compared to other services. The audience is not the largest yet, but TikTok scored it much faster than everyone else.
TikTok development speed compared to other services. The audience is not the largest yet, but TikTok scored it much faster than everyone else.

All this is happening against the backdrop of a couple of recent scandals. In one of them, service managers were involved, who allegedly told their moderators to make videos with ugly people watch as little as possible. 

The same was true for people with disabilities, disabilities, and simply poor people. That is, the video should show only successful and beautiful people, and not life as it is.

This scandal was somehow released on the brakes, and TikTok representatives justified themselves and said that this was not the case. In fairness, there really was no serious confirmation of this fact.

The second scandal was connected with the fact that in the USA everything Chinese immediately attracted attention as soon as it became a little more popular than at the time of launch. 

As a result, there was another talk about interference, espionage and the like. However, it is worth noting that the owner of the service, although it is a Chinese company, the servers are not located in this country. Perhaps so the company shows that everything is as safe as possible.

TikTok is owned by a Chinese company. Does this surprise anyone?

Now TikTok is fully integrating e-commerce into video and is developing its own advertising manager.

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In addition, ByteDance, which owns TikTok, owns several other projects. Among them there are several gaming companies and even the Resso music application, which the company is developing in India, combining TikTok with a music streaming service. 

The integration of games into it will make the whole venture even more profitable and attractive to users. 

All this happens against the background of how other companies develop only one service, not trying to do deep integration with others. 

Such a model is more characteristic of the Chinese, who love universal tools, like WeChat, which has a messenger, a payment service, and much more.

When all the plans will be implemented, it will be TikTok that will become the social network of the future, because the functions that it now has will not go anywhere, and new ones may appear. 

As a result, we get a real harvester, which for each will be attractive with something of its own. It’s like playing Fortnite and watching movies or listening to music there.

The market has already begun to show that it is ready for this. Even the way YouTube combines audio and video content “under one roof” shows that this idea has prospects. Either it just so coincided and China understood before all that it was possible, or we, just not noticing it ourselves, are too subject to the influence of what comes to us from the Middle Kingdom.

It is still difficult to predict the exact TikTok audience in a year or two, but one thing is certain for sure – now it has become something that cannot be ignored. He shot like no one before him, and is not going to lose ground.