How TikTok has changed the social media industry

Up until recently, the social media landscape has had a fairly familiar feel to it. Facebook, Instagram, Twitter and Snapchat are examples of platforms we all recognise as household social media names.However, the rise of TikTok throughout 2019, and the boom of the platform throughout the Covid-19 pandemic in 2020 has brought a new platform in to the mainstream frame. You have probably heard of TikTok, due to the sheer amount of attention it has recently received, however you may still be unclear on what it actually is.

What is TikTok?

TikTok (known as Douyin in China, its country of origin), isa video sharing platform that was created and originally released to theChinese market back in 2016. TikTok was released internationally in 2017, and has seen a meteoric rise in popularity throughout 2019 and 2020.  

A key feature of TikTok, is that it allows you to use and share different video effects and filters with other users. The catalogue of video effects on TikTok and its other video editing options have played a crucial part in its success.

If you are looking to optimise your social media, Instagram and Facebook may still be your priorities, but TikTok is a platform with huge potential, especially if you are looking to engage a younger target audience.

What is it used for?

As the app is a video sharing platform, users upload and share 15—60 second videos from a variety of different genres. The platform is set up with a homepage with videos that are tailored specifically with contentthat is more likely to appeal to the individual user.

An array of viral trends have originated from TikTok, with lip syncs, dances and comedy videos all being examples of the types of content that is engaging millions of users. The viral videos are a major reason why TikTok has grown to the level that it has.  

How popular is the platform?

If you haven’t heard of TikTok, then chances are, your child, sibling or younger cousin has! To give you an idea of just how popular this social media platform has gotten, TikTok has been downloaded 2billion times as of the first quarter of 2020.

There is also a reported 500 million monthly active users on TikTok, which highlights how prominent the platform has become. TikTok is significantly more popular with the younger demographics,with 41.5% of all users being between the ages of 16-24. It’s important to remember however, that older generations tend to gravitate to new social media platforms later than the younger generations.

Is it here to stay?

It’s difficult to speak in absolutes, but due to the sheer volume of active engagement, it wouldn’t be wise to bet on TikToks popularity fading any time soon.

Despite this, it’s clear that other platforms such asInstagram and Snapchat will be looking to introduce features that match the attraction of TikTok.

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