Just as marketers were starting to feel comfortable with the current social media landscape, a fresh platform is on a meteoric rise.
As eMarketer recently put it. “Not since Snapchat has any app shown as much potential as TikTok to disrupt the existing social media world order.” In an in-depth profile of the app titled “How TikTok Is Rewriting the World” The New York Times was just as effusive, stating “TikTok will change the way your social media works—even if you’re avoiding it.”
What’s the big deal? What exactly is TikTok, and what’s driving its popularity? Is it truly transformative or just a fad?
Here’s what marketers need to know:
What TikTok offers
TikTok calls itself “the world’s leading destination for short-form mobile videos”—which is a good starting point for understanding the platform. The app enables users to create, share and react to videos that are up to 15 seconds long. The platform also allows people to thread videos together and to share longer videos imported into the app.
TikTok is similar to Snapchat and the Instagram/Facebook/WhatsApp stories format in that content is vertically oriented (since it’s mobile-first) and that augmented reality or visual filter layers can be added. Unlike the stories format, however, pieces don’t automatically disappear.
TikTok was originally launched in 2016 in China under the name “Douyin” (which is what it’s still called there), and started taking off in the
US after it merged with popular app Musica.ly in 2017. The Musica.ly connection is key to understanding the TikTok platform, since the app rose
Read more here: https://www.prdaily.com/what-pr-pros-should-know-about-the-growing-tiktok-platform/