TikTok: The App That Disrupted the World of Social Media


TikTok    1

TikTok Campaign Success Stories    2

Rapid Growth    2

What’s next for the Platform?    3

There was a time when video-sharing social media platforms came under the domain of giant corporations such as Google, Facebook, and Snap. All of these platforms competed with one another for market share, more importantly, for the attention of Generation Z

It is easier said than done because Generation Z can be quite fickle. This is the generation that grew up with smartphones and the earliest instant messaging apps. It is the generation that knows every last detail about their internet connection such as why Frontier service is better than others etc. 

People belonging to this generation value creativity and talent above everything else; a person belonging to Generation Z is more likely to respond positively to organic content than brand advertising.  They also tend to respond to new content in less than ten seconds and in general have short attention spans. 

Platforms like YouTube, Snapchat, and Instagram were competing to grab the attention of this generation through copycat features and content deals but they had no idea that they were about to go head-to-head with an app that would disrupt the world of Social Media. This popular app is TikTok


Initially, the app did not have the name TikTok. Back when ByteDance launched the app in 2016, it was known as Douyin. The app became available internationally in 2017 and it was also around this time that ByteDance acquired Musical.ly. 

The latter had been successful in the United States and Europe but had still not managed to monetize the content with ads and sponsorships. Following a $1 billion acquisition, Musical.ly combined with ByteDance and TikTok, as we know it, came into being. 

The concept behind the creation of TikTok was to develop a platform that placed emphasis on the creation of original and creative expression. If you were a quality creator then you could expect to find an audience on this platform. 

TikTok’s strength was in the fact that the company directly tugged at Generation Z’s heartstrings by introducing user-generated content and authenticity to the users. 

As a video sharing platform, TikTok was different from its contemporaries since its focus was on producing short videos. This decision was taken by the company based on their observations of what was happening in the world of the internet. 

The people in charge knew that the success of mobile internet had contributed to the increase in popularity of short videos. They also understood that videos which featured normal people were more likely to resonate with audiences than brand-sponsored content. 

Another reason TikTok resonated with audiences was that the platform gave users all the tools required to be storytellers. Users could use the tools available to stitch together videos, add music along with video effects, and go head-to-head with professional content creators with their content. 

The platform also caught the eye of popular brands that saw potential in the platform and were willing to use it for marketing campaigns. 

TikTok Campaign Success Stories

The team at TikTok knew that if the platform wanted to have a chance at success and generate revenue, it needed to get brands on board. With that in mind, the company started rolling out ad units at the beginning of 2019. GrubHub became the first brand to appear on the platform in January of that year. 

GrubHub’s campaign started with a five-second ad on TikTok and the video was followed by in-feed native video ads just a month later.

GrubHub’s campaign opened up new avenues for TikTok. The platform launched pitch takeovers, hashtag challenges along with a wide range of lenses and filters. It caught the eye of marketers who jumped onboard the platform for further experimentation. 

In June of 2019, Uniqlo became the first brand to run a multimarket TikTok campaign. Chipotle too jumped on the TikTok bandwagon with unique hashtag challenges. 

The brand asked the fans to participate in the #GuacDance challenge over a period of 6 days. The result: Chipotle got more than 250,000 submissions and 430 million video starts. The engagement numbers were higher than ever and it was a testament to TikTok’s power as a content platform. 

Seeing Chipotle’s success, companies like Walmart and E.L.F cosmetics also came up with TikTok hashtag challenges of their own. The latter even had an original song for the campaign. 

According to the CEO of Influencer Marketing Factory, Alessandro Bogliari, TikTok has become successful as a platform because its focus is on producing good content rather than on selling products. 

Moreover, he also said that TikTok was so successful because it allowed people to be themselves. You could be as weird as you want without living in the fear of being judged, if anything, the weirder you are, the better content you are likely to produce.  

The platform is also a fertile ground for influencer marketing. It has caught the eyes of big production studios like Sony Pictures, the studio even got TikTok influencers on board to promote the movie ‘Escape Room’. 

Beauty brands such as Marc Anthony True Professional and hero Cosmetic have even received widespread success with its influencer marketing campaigns on TikTok. 

Rapid Growth

Considering the platform’s success, it is evident that TikTok is the go-to place for brands that are looking for opportunities to develop viral campaigns. 

The rapid growth in the app’s user base is another reason advertisers are flocking to TikTok. To get an idea regarding the growth of the platform just consider the following fact; in just three months after the merger with musical.ly, TikTok’s audience grew from 100 million to 130 million.

During that period, the app even took over Instagram, Facebook, YouTube, and Snapchat as one of the highest-ranked apps on the Apple Store and Google Play.

TikTok has had a trickle-down effect on other social media platforms as well. Take Lasso as an example; the platform an attempt by Facebook to replicate the success of TikTok. Facebook has used similar tactics in the past when they added new features to Instagram so that the platform could compete with Snapchat. 

It seems that the social media giant has underestimated TikTok’s appeal to users. It also explains the reason Facebook shut down Lasso just a year and a half after its launch.  

What’s Next for the Platform?

TikTok has its fair share of detractors. Its critics include ordinary people as well as government officials. Since its launch, the app has drawn the ire of authorities who have raised issues such as data integrity to curb the spread of the app. 

It has even been banned in the United States and several other parts of the world though it has not stopped the exponential growth of the app. If anything the app has continued to resonate with the new generation of internet users. 

Mobile internet has bolstered the app’s popularity and with the emergence of 5G technology, it’s only natural that the number of mobile internet users will increase. The short video format is the latest industry engine that digital marketing experts are using to acquire new customers and TikTok is an important part of this emerging trend. 

Statistics show that in China alone, various short video apps added more than 150 million users during the extended Spring Festival holiday. The numbers give you an indication regarding the potential that short video apps such as TikTok have. 

Baldwin Jackson is a successful digital marketer with expertise in search engine optimization and content marketing. The perfect balance of his analytical ability and creative thinking is what sets him apart from other practitioners in the digital marketing realm. He has helped a lot of small and medium-sized businesses in crafting their digital marketing strategies that are not only cost-effective but delivers results as well.

Baldwin is also a proud father of two kids and a Sports enthusiast. When he is not working, you will find him watching ESPN and NFL network. He has been able to get an amazing package on his favorite channels from Buytvinternetphone.com


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