The secrets of TikTok, the social video network competing with Instagram – 15/05/2019

Although this is not common, it often happens that, in the harmonious firmament of social networks, there is an anomaly that stands out from the others by offering a unique feature. In this case, the new technological unicorn that conquers the world for its impudence comes from China and is called TikTok. Because of the intended audience and the freshness of her proposal, she becomes the direct competition of Instagram.

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In fact, TikTok, which translates as "shakes the music", Is the evolution of Musical.ly (the app where teens shared home video clips) that end 2017 was bought by the Chinese ByteDance matrix for $ 1,000 million – the same number that Facebook has paid for Instagram there 5 years ago – and the one who inherited 200 million followers.

From this initial legacy, the application arrived at the 1,000 million downloads and everything indicates what will be the social network that will break the record in 2019. In January, 71.3 million downloads were recorded worldwide, an increase of 161% over the previous year.

The starting line that you propose is simple to follow but complicated to execute. The idea is to record selfie videos, with an extension between 15 seconds and 1 minuteThis achieves a certain narrative rhythm and a touch of comedy. Live broadcasts are also activated.

One of its main attractions is the way to reproduce the clips because it's a Continuous roll of stories in vertical format. Just scroll down with your finger to advance the different exposures. It is also governed by the tyranny of J & # 39; Love and you can search for trends with the help of hashtags.

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Videos can be enhanced with different augmented reality effects, filters, stickers or lip sync (playback) of your favorite songs. And once cooked, they are shared with network contacts, which for the moment do not exceed 25 years, because according to a study by Digiday, 60% of Android users are between 13 and 24 years old.

In addition to having a dynamic editing system, the application meets all the requirements of a social network. This includes sending internal messages, voting, building lists of friends and, of course, fighting in the queue of followers and follow-ups. Very similar to Instagram, but focused on microvideos.

Another success of ByteDance is that when you start the app for the first time, it offers an badortment of content, even before you register. The TikTok algorithm is responsible for the daily selection of videos that it considers relevant. They are usually the most shared of the day, so the visitor is soaked.

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Unlike Instagram, where the formal or even refined style abounds, the tacit condition at TikTok is to have fun by appealing to ridiculous or absurd humor. But the contrast is not only aesthetic, because in advertising, it's still a virgin territory, something that will not last long.

For years, Asian companies have tried, with limited results, to cross their borders to conquer new markets. The rise of TikTok coincides with the rise of other Asian giants based in Shanghai, such as Huawei and Xiaomi, who also made a mbadive landing in the West.

Last year, in the United States, the number of users translated into 100 million downloads has increased. In addition, in the first quarter, according to a study by the consulting firm Sensor Tower, it would have climbed first place in the Apple Store with 45.8 million downloads, surpbading YouTube with 35.3 million and WhatsApp with 33.8 million.

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His promotion campaign earlier this year was very aggressive, with consistent ads on YouTube and Facebook. In addition, he turned to celebrities as a hook. During the Tonight Show with his pilot, Jimmy Fallon, proposed challenges to his viewers via the app. The Kardashian clan and singer Nick Jones were part of the campaign.

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With celebrity came also the legal problems. Last month, TikTok was fined $ 5.7 million for collecting personal data on minors in the United States, according to the Federal Trade Commission (FTC). This was the heaviest civil sanction imposed by the FTC in a case concerning the protection of the privacy of minors, after demonstrating how it illegally collected personal information from children, in violation of the law. law that protects the privacy of minors on the Internet.

Tiktokers, the next digital tribe

In TikTok, content producers are not instagram, youtuber or influential. In this case, they call tiktokers. Cande Copello (18) is one of the local referrals with the most fans. exceeds 2.4 million. While his most popular video has 12 million views and over 1.3 million "likes".

"It's very different from other social networks, because you only see videos in full screen.These are very creative proposals where originality is rewarded.Every week, I do between 5 and 6 videos, that's it's songs, comedies or make-up, I spend a lot of time with each of them because I want everything to go well. "

"I consider myself one of the pioneers of the network," continues Copello, "since I started using Musical.ly and with the merger, I moved to TikTok.In the beginning, the majority of the audience came from the United States and my videos were in english.When he arrived in the country end of 2018, he was one of the leaders.At today, in addition to Argentina, i am followed by many people from Mexico, Chile and India. "

Unlike other networks, which are closed universes, TikTok is not afraid of expansion. "What's interesting is that the clips you make can be shared on other social networks, such as Instagram, and this ability to show you in other spaces has allowed me to know about YouTube, where I have about 500,000 followers. "Regarding the recommendations for insiders says that" anyone who proposes it can succeed in TikTok because it is new. The key is that the videos are well lit, which highlights them and that the description is as detailed as possible."