What is TikTok and How Does It Work? Have you ever stumbled upon a viral TikTok video, even if you’re not an active user? Chances are, you’ve seen at least one lip-syncing clip or meme-worthy TikTok screenshot circulating on Instagram or Twitter. That’s the kind of influence TikTok wields in today’s social media landscape. Marketers recognize this potential, seeing how trends and memes can catapult the right content to reach millions, making TikTok an appealing platform for brand promotion.
But what exactly is TikTok? How does it function? Can it genuinely help you reach your target audience? By the end of this article, you’ll have a comprehensive understanding of TikTok and its suitability for your brand. Feel free to jump to the sections that interest you the most:
What is TikTok?
It is a video-sharing social media platform where users create, edit, share, and discover short vertical videos, ranging from a few seconds to up to 10 minutes. Initially known for lip-syncing content, TikTok has evolved into a diverse platform offering a variety of content types.
When was TikTok created?
While TikTok has gained immense popularity recently, its origins date back to 2014, when it started as an app called Musical.ly. In 2017, Beijing-based tech company ByteDance acquired Musical.ly and merged it with their app, TikTok, in 2018.
Who created TikTok?
Musical.ly, one half of TikTok, was founded by Chinese entrepreneurs Alex Zhu and Luyu Yang in 2014, focusing on short music videos. In 2018, ByteDance, a prominent Chinese tech company, acquired Musical.ly and merged it with their existing app, Douyin, to create TikTok. The original TikTok was developed by ByteDance, which remains the sole owner and operator of the platform today, continuing to drive its growth and innovation.
Who owns TikTok?
It is owned by ByteDance, a prominent tech company based in Beijing. ByteDance merged its app, Douyin (TikTok in China), with Musical.ly in 2018 to form the global platform known today as TikTok.
How Does TikTok Work?
On TikTok, users can customise videos with filters, stickers, and background music before sharing them with the community. Once a video is posted, others can like, comment, download, or share it. Users discover content through three main feeds: the Friends Tab, Following Feed, and the For You Page, where TikTok’s algorithm recommends content based on user preferences.
1. Create Videos: Users can either record videos directly within the app or upload external videos. The app’s recorder allows selecting video lengths, with a maximum duration of 10 minutes.
2. Add Music: Music is integral to TikTok, allowing users to search for content based on popular tracks. Adding trending songs to videos can significantly increase their chances of going viral.
3. Co-Create Content Using Duets: TikTok’s duet feature allows users to create videos alongside another user’s video, splitting the screen to show both. This is commonly used for singing, dancing, or creating related content.
4. Add Filters and Effects: Users can enhance their videos with various filters, effects, stickers, emojis, text, transitions, and GIFs to make their content more engaging.
5. Live Stream: TikTok’s live stream feature lets users broadcast live videos, although this is limited to users with at least 1,000 followers.
Who Uses TikTok?
TikTok is particularly popular among younger users, with 47% of U.S. users aged between 10 and 29. However, it’s also gaining traction among older demographics, with 42% of users aged 30-49 and 20% aged 40-49. The platform’s user base is highly engaged, watching around 24 hours of content per month.
As of January 2022, TikTok’s use base in the U.S. was 57% female and 43% male. The majority of users are from the United States, followed by Indonesia and Brazil, highlighting TikTok’s global appeal.
Why is TikTok So Popular?
TikTok has become a household name, launching new celebrities and serving as a platform for viral moments. In Q1 2022, TikTok was the most downloaded app worldwide, surpassing even Google as the most popular web domain. Here are some features fueling its popularity:
Fueling Viral Trends
TikTok is a discovery powerhouse where many trends originate before spreading to other platforms. It’s common for a successful TikTok video to be repurposed and shared across different social media, amplifying its reach.
TikTok Sounds
sounds are essential to the platform’s experience, significantly enhancing video engagement. Videos with sound perform 2.2 times better than those without, highlighting the importance of audio in capturing viewers’ attention. Trending sounds and songs can drive a video’s popularity, often influencing music charts by boosting streams and visibility for the featured tracks.
Hashtags
Hashtags play a critical role in viral trends and challenges. They help users discover content and connect with niche communities. For example, BookTok has over 80.9 billion views and is a popular hub for book recommendations and related content.
Collaborative Tools
TikTok encourages community interaction through features like stitching, which allows users to add their commentary or reaction to existing clips. This fosters engagement and helps users piggyback on trending content. Additionally, features such as duets, where users can perform side-by-side with another video, and collaborative hashtags create a sense of community and shared experience among users, further boosting content visibility and interaction.
Challenges
TikTok challenges often go viral, encouraging widespread participation. Brands can leverage these challenges to boost engagement and attract non-users to the platform. An example is the DreamsChallenge, inspired by a viral video and resulting in 21.1 million views.
Video Format
TikTok’s short-form video content is highly engaging, with 66% of consumers finding it the most compelling content type. This format’s popularity has significantly influenced other social media platforms, leading to the creation of similar features like Instagram Reels and YouTube Shorts. As a result, short-form videos have become a dominant trend across various digital platforms, reshaping the way content is consumed and created.
Video Downloads
TikTok allows users to download videos, enabling content sharing across other platforms. This feature, coupled with TikTok’s watermark, ensures the original creator receives credit, boosting their visibility. As users share these watermarked videos on other social media sites, it helps drive traffic back to the creator’s profile, expanding their audience and engagement.
How to Use TikTok for Business
With trends like TikTokMadeMeBuyIt and 49% of users making purchase decisions influenced by TikTok, the platform is ripe for business opportunities. However, many marketers are still exploring how to best utilize TikTok. Here are some strategies:
Launch a Branded Hashtag Challenge
Creating branded challenges can significantly extend your reach and foster engagement. For instance, Vogue’s MakeItVogue challenge inspired users to recreate 19th-century fashion, resulting in a stunning 3.6 billion views. Such challenges encourage user participation, enhance brand visibility, and create a community around your brand.
Work with Influential Content Creators
Partnering with popular TikTok influencers can significantly amplify your brand’s reach. For example, Universal Pictures collaborated with influencers to promote their movie, resulting in significant engagement and viewership. Influencers have loyal followers who trust their recommendations, making them ideal for brand promotions. By leveraging the creative content and large audiences of influencers, brands can increase their visibility and connect with potential customers in a more authentic and engaging way.
Don’t Be Afraid to Experiment
TikTok’s fast-paced environment rewards experimentation. Brands can test different content types and strategies, using app analytics to identify successful approaches. This dynamic nature allows brands to be creative and innovative, trying out various video formats, trends, and challenges to see what resonates with their audience. TikTok’s algorithm favours engaging and fresh content, so brands that adapt quickly and think outside the box often see better results.
Engage, Engage, Engage
Engaging with your audience is essential on TikTok. Responding to comments and questions, even with a simple like, can strengthen your community and foster loyalty. Utilising a social media management tool can help streamline engagement across platforms, making it easier to maintain consistent interaction and manage multiple accounts efficiently.
Frequently Asked Question (FAQs)
What is the new policy of TikTok’s 2024?
TikTok’s new policy in 2024 focuses on enhanced user privacy, stricter content moderation, and more transparency in its algorithms. They aim to create a safer and more enjoyable platform for all users.
What is popular on TikTok in 2024?
In 2024, popular TikTok trends include augmented reality filters, short educational videos, and collaborative challenges. Dance routines and cooking tutorials also remain favourites among users.
What is the growth strategy of TikTok’s in 2024?
TikTok’s growth strategy for 2024 includes expanding into new markets, enhancing user engagement with AI-driven recommendations, and partnering with creators to produce original content.
How to be successful on TikTok in 2024?
To be successful on this app in 2024, focus on creating unique and engaging content, use trending hashtags, and interact with your audience regularly. Consistency and creativity are key.
How to earn money on TikTok?
You can earn money on TikTok through brand partnerships, sponsored posts, and the Creator Fund. Selling merchandise and receiving virtual gifts during live streams are also popular ways to monetize your content.
Conclusion
It is a popular social media app for sharing short videos. It allows users to create, edit, and share content with music, filters, and effects. The platform has a wide range of content, from dance challenges to educational videos. In 2024, TikTok continues to grow with features like live streaming and shopping integration.
It appeals to all age groups, especially younger users. Businesses and influencers use TikTok to reach a broad audience. Understanding TikTok’s tools and trends can help users maximise their experience. Whether for fun or marketing, TikTok remains a dynamic and influential platform in 2024.
