Are Short Video Clips making a Comeback through TikTok?
Have you heard of TikTok, the music video focused app which allows users to post short clips – mostly lip-synching or dancing – and share them with friends?
If you haven’t heard of TikTok, you’ve probably heard of musical.ly, which, since August, has been re-branded as TikTok after being acquired by the app’s parent company, ByteDance.
Whether it’s on your radar or not, it’s worth paying attention to – in line with new research from Apptopia, TikTok is growing quick, with worldwide downloads up twentieth in the last 3 months, and U.S. downloads up twenty five.
In fact, TikTok is currently seeing more downloads than Snapchat, Instagram, Facebook and YouTube.
That seems worthy of note, right?
So what’s the deal with TikTok? basically, TikTok fills the gap left by the end of both vine and musical.ly, providing the way for users to share fun, short video clips (clips are limited to fifteen seconds, however may be strung together into longer-form stories).
Currently, TikTok is growing quick – therefore while it may not have an audience such as most of the large social channels, it’s getting more popular. The app’s popularity has been boosted by the introduction of its ‘Reactions’ feature a few months back, which allows users to post their own video responses which play alongside the original clip.
You can see how it’s gaining momentum – the clips are quick, funny and enable creativity. Just like vine, this was massively influential before it withered away.
Where TikTok may have a very significant advantage, however, is its testing ground. As noted, TikTok is owned by Chinese company ByteDance, which operates another, very similar app in China known as Douyin.
Douyin has more than three hundred million monthly active users – which, essentially, mean that TikTok has more like 450 million users worldwide. However that conjointly means TikTok has a whole different, larger app through which it can test out different tools and options before rolling them out in western markets.
So are there brand opportunities on TikTok? Kind of.
NBCUniversal and Seventeen are already hosting short “shows” inside TikTok to appeal to younger users, which suggests that there’ll be expanded opportunities for content – and likely ads – in future. Depending on whether or not it can maintain its current momentum that could make it a significant digital marketing consideration in future. It’s early days yet, and it’s not a format that’s significantly conducive to ad content. However if you want to reach younger users, it does appear to be where a lot of them are looking right now.
The data suggests that TikTok might become the next Snapchat – however it could also become the next vine. In order to grow, the corporate will have to diversify its offering and provide marketing tools – whereas it may also have to deal with Chinese ownership concerns within the U.S.A., particularly in relation to information storage and use.
But the latest trend data is worthy of note. Again, it`s early days, however TikTok looks like an app to watch in 2019.