Understanding TikTok's success factors
By Rachita Kumar and Harry Kapoor
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You would have heard a lot of criticism behind Tiktok, but do you know Tiktok has disrupted the social media & content companies big time. It has reached 1 billion users within 3 years of launch.
The market leading cos like Facebook, Google etc. feel most threatened of this Chinese co. Bytedance (Tiktok’s parent company) has increased it’s advertising market share from 5% to 22% in 2 yrs in China. It’s technology is considered to be one of the best in the world.
Major Reasons of success for Tiktok
Built for Mobile vs. Youtube (full screen video first UI)
Short-form video (15 secs), capitalising on the low attention span of internet users today
Algorithms and Personalisation (to help popular videos go viral and show you relevant content). The recommendation/ personalisation engine is one of the best in the world
Superb execution by helping the initial creators in every way possible (tips on how to make videos, money incentives, ideas of videos and celebrity status)
The founder of Musical.ly gave a beautiful analogy of building the community as thinking of setting up a new country where you have to make some people heroes to make it aspirational for others.
Watch the founder share his insights on viral growth and community building in this video.
Tiktok is now leveraging it’s reach to launch new products in Music streaming, Long form video, Gaming, Education, Consumer Finance, Messaging, News, and even commerce.
Remember, distribution is the king.
Read more about Bytedance/ Tiktok here- https://turner.substack.com/p/the-rise-of-tiktok-and-understanding/
And more about the Chinese social landscape here- https://www.linkfluence.com/blog/chinese-social-media-landscape