With 3 billion downloads globally, the short video platform TikTok, which already includes functionalities such as job offers and will shortly introduce e-commerce models, TikTok has set a trend in social networks, the 2023 Social Media overview study.
TikTok has broken download records, quickly becoming the go-to app for connecting with current and future users.
And not only that, the app is based on a personalized content proposal system that helps brands gain exposure by connecting with the right audience and reaching high levels of attention.
Launched in 2016, this social network originally known as Douyin and developed by the Chinese technology company Bytedance has registered a considerable increase in its conversations since 2019, during the confinement due to the pandemic, by moving from traditional advertisements to more direct forms of interaction with users.
Research from Talkwalker, a company specializing in user intelligence, and HubSpot, a customer relationship management platform, also reveals a 61 percent increase during the first half of 2021, compared to the previous year, which translated into new user conversions.
TikTok is a platform that embraces diversity because it encourages users to project images of themselves without thinking too much about meeting certain standards. Anyone can be a tiktoker. With this democratization, content becomes hyperlocal.
In addition, with the #TikTokResumes functionality introduced last July, the short video social network would add more value to the user experience, since it allows users in the United States to post their resumes and apply for jobs directly from the platform.
Those born in 1996 and up to 2012, called Generation Z or Centennials, are more interested in this app, since, between July and August 2021, this hashtag has gained ground among the younger generations who want to express their originality when applying for a job.
In addition to all of the above, TikTok content is regularly disseminated on other platforms, which shows that it is a medium with which users interact at an omnichannel level and that inspires others to try the content and match it.
For example, Instagram Reels was inspired by this platform and recently Reddit launched a video format very similar to TikTok 2023 Social Media Trends that finally exposes the success of this platform to create, edit and upload one-minute videos, which can apply various effects, is driven by the users themselves; therefore, companies that listen to their users will achieve better results in the long term.
To have a better understanding of TikTok’s overview, we have chosen to extrapolate the features that, over the last several years, users of this social networking site have hailed as the app’s most impressive qualities.
- Immediate and non-obligatory feed: Unlike other social networks, this app does not need “concrete” actions from you to see the content that other users have posted. Why does this matter? that you don’t need to ask permission to like, follow, or comment on other accounts to browse through the application feed. The program will display popular movies or pictures of nearby users, and due to artificial intelligence technology, it will attempt to understand your preferences only by tracking how long you spend watching one video compared to another.
- User interactions between “innovative” and original users: Similar to other social networks, TikTok enables users to respond, like, and comment on other users’ videos. In fact, the application encourages the creation of interactions between users in the form of videos: more than encouraging the classic comments between users, TikTok favors interaction with video responses to those published by creating a sort of really original and atypical question and answer for other social networks. It is an intriguing prospect to be able to create “duets” by recreating and reinterpreting the video that was created by another user, or just by citing it and continuing the song or the scenario. This last possibility is especially interesting.
- #hashtag: Even on TikTok it is possible to classify and group your posts by giving them hashtags. What’s more, the virality of the videos posted on this platform has promoted the propagation of hashtags that launch serious challenges to other users. The very famous challenges that we see depopulating on various social networks, in fact, often arise from videos that have become viral on this app! Ticktockers are coming up with different trends like Lmsydtynimm, dance trends, music trends, etc
In conclusion
In August 2018, TikTok was released in the United States. With over 800 million active users per month, the app is accessible in more than 155 countries and 39 languages. The app has over 49 million US monthly active users. For You, TikTok’s video stream is largely responsible for the app’s popularity. The software constructs this feed with the use of an AI-based “recommendation engine” algorithm, which is based on data mining best practices. The business claims that to provide recommendations, the recommendation engine considers a wide variety of data, such as a user’s past activity, the hashtags they’ve used, the videos they’ve viewed, and the kind of device they’re using. Some people don’t like TikTok because of the personal information it gathers about its users and stores (and potentially shares) with other parties.
