Definition:
TikTok (known in China as Douyin) is a short video sharing application popular with teenagers around the world. Users use this app mainly to record themselves singing a song in playback and moving their fingers in a very particular way called finger dance.
Origin and evolution of TikTok
TikTok was developed by technology company ByteDance and launched in the Chinese market in September 2016. The app was created to provide a platform where users could share short, creative videos, capitalizing on the growing popularity of this format among young people. In 2018, TikTok merged with Musical.ly, a similar app that already had a strong user base in the United States and Europe, boosting its global expansion and popularity outside of Asia.
Evolution of TikTok:
- 2016: Douyin launched in China, quickly capturing the interest of young users.
- 2017: International expansion under the TikTok name, beginning to gain traction in several markets outside of China.
- 2018: Merger with Musical.ly in August, unifying user bases and consolidating its presence in Western markets.
- 2018: TikTok becomes the most downloaded app in the United States in October, reaching 500 million active users in 150 countries.
- 2019: Introduction of new editing and special effects features, enhancing the user experience and encouraging creativity.
- 2020: TikTok reaches over 2 billion downloads worldwide, cementing its place as one of the most popular applications during the COVID-19 pandemic.
- 2021: Expansion of TikTok for Business, offering advanced tools for advertisers and businesses to leverage the platform as a marketing channel.
- 2022: Exceeds 3.5 billion global downloads, with a user base reaching 1.5 billion, standing out as a key platform in the digital ecosystem.
- 2024: 1.6 billion users will be exceeded
How TikTok works
The operation of TikTok is similar to that of other social networks. To create a profile and start sharing videos, simply have a Gmail account. Videos can be up to 10 seconds long and can be recorded in multiple shots. In this way, it is only recorded while you have the button pressed and there is the possibility of making a small assembly afterwards.
It is possible to slow down, speed up and modify with filters the videos once recorded. Another option of Tik Tok is to see the reactions of users while watching a video of another in a small window.
Users can follow each other, like videos and even comment live. One of the main criticisms of TikTok, in addition to the young age of its users, is that it does not allow partial privacy settings. Profiles must necessarily be totally public or totally private.
Most people record themselves making a kind of music video, with a background music they have previously chosen from the extensive bank of songs of all genres offered by the application.
Tiktok for influencers
Tiktok has become one of the most viral platforms. The influencers of this network, called tiktokers, can achieve a great reach by creating videos and sharing content. The most influential tiktokers can earn income thanks to direct payment from TikTok for their content and for the promotion or direct sale of products.
Tiktok for companies
TikTok also has a business unit for companies: Tiktok for Business. It provides brands and marketers with the possibility of creating specific content for the platform’s users. It also allows the creation of TikTok Ads campaigns with a very precise segmentation to its millions of users.
TikTok Ads
TikTok Ads is a powerful tool that allows businesses to create highly targeted advertising campaigns. It offers a variety of ad formats, including:
- In-Feed Ads: ads that appear in users’ “For You” feed, integrating naturally with user-generated content.
- TopView: an ad format that occupies the entire screen and is the first thing users see when they open the application, ensuring high visibility.
- Branded Hashtag Challenges: allows brands to launch customized hashtag challenges, encouraging user participation and increasing interaction.
- Branded Effects: customized effects that brands can create for users to use in their own videos, increasing brand recognition.
TikTok Ads also offers advanced targeting capabilities, allowing businesses to target specific audiences based on demographics, interests and behaviors. This precision targeting helps maximize ROI by ensuring that ads reach the most relevant people.