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TikTok – More Than an Entertainment App?

Funny, mindless, creative, entertainment. Those are some of the words I would use to describe the powerhouse, trending app TikTok. As a success across multiple generations, TikTok became the new cult sensation, replacing its predecessor, Vine (an app where users could create short, six-second videos). TikTok is a relatively new app, with its popularity bursting, it seems, in the past few months with quarantines and lockdowns in place. So what is it about TikTok that makes it so, I would go as far to say, addicting? And, is it safe to use? How can this app be used in a new way for advertising? Below, I’ll write out my thoughts on these 3 topics.

 

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Image Source: https://i.dailymail.co.uk/1s/2020/06/19/13/13774254Tik_Tok_lets_users_live_stream_or_create_music_videos_and_Gifs_t-a-41_1592569790905.jpg

TikTok Addiction

         For a long while, I held out and refused to join the masses in getting TikTok. I was a vine girl. At first, TikTok seemed to serve the younger generation, those who did not know a time with Vine. However, as more and more people joined the app, it became a platform where people in their middle-age to young ‘tweens’ could share their talents, funny stories, their rendition of a dance challenge, and anything else that fit into the 15 to 60 second time range. I was strong at first, but quarantine had me, as they say, “bored in the house and in the house bored”, Curtis Roach (Rapper who made this phrase a TikTok staple, especially in quarantine). I finally downloaded the app and it was game over. I would unintentionally spend hours on the app watching strangers make me laugh or tell stories and I would be so attentive. You can watch the videos as many times as you want before you just keep scrolling. This need to see the next video overtakes any sense of control; before you know it your phone battery is on 10% and it’s been three hours. The easy accessibility to the entertainment to take your mind off things is a great appeal. You do not need to make an account to see the videos which is another big draw.

And, anybody who is anybody seems to be on TikTok these days and can use it for publicity. People can be as authentic or inauthentic as they want. Viewers comment on their show of support for one another on the videos – save for the anticipated few who will always troll for the sake of doing so. But, for the most part, it is a pretty supportive platform and, if you have a fun video, you can rack up the likes pretty quickly. TikTok fame is real and unlike other platforms, there really is no standard to hold yourself up to.

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Image Source: https://www.insideedition.com/sites/default/files/images/2020-05/051320-tiktok-1280×720.jpg

TikTok Safety Concerns

         In these pandemic times, data privacy and security has become an even more prominent issue. TikTok has been known to have some safety concerns – access to your phone and other accounts on it.

         To maintain safety, you can take some steps to protect yourself:

1) Delete the App. This seems like the most obvious course of action if you have sensitive material on your devices or simply do not want your data taken. Better to be safe than sorry! And, it’ll save you a lot of wasted time by just getting rid of the app.

2) Log Out of Other Accounts. Be sure to log out of your other accounts on the apps on your phone to prevent any potential bad actors from getting inside. 

Your information is valuable and in need of protection. TikTok has its own security policies on the app, but the news surrounding the app is in regards to users’ data being stolen. Of course, there are many articles out now about the safety of TikTok – and I can go on about it too – but ultimately it’s up to user discretion whether they feel comfortable keeping/using the app given the risks out there. Like anything else, it is the internet and it is always best to take actions to stay safe and protect your data online. That being said, TikTok can still be used to companies’ advantage.

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Image Source: https://www.tiktok.com/business/en?refer=tiktok_web

TikTok Generation Advertising

         In the past few months, I have personally seen an increase in advertising on the app for other companies. Now when you launch the app, there are a group of skippable ads to watch. Yet, ‘Gen Zers’ and Boomers alike have taken TikTok by storm. Influencers and those who are TikTok Famous (like famous TikToker, Charli D’Amelio) are being sponsored and celebrities also take to the platform as a way to stay relevant and ‘with it’. These days if you’re not in with the trends, you get left behind. I see some marketing potential here.

         All you need is a quick 15 second video of your product or service being used and many, many people will see it. According to Maryam Mohsin’s Oberlo post, “TikTok has 800 million active users worldwide” and “90% of all TikTok users access the app on a daily basis”, Maryam MohsinOberlo. Incredible. Think of the pure exposure you can get. Having a TikTok presence would probably do wonders for your company. Producing a funny video or joining in on a challenge, would give ‘street cred’ to your brand.

Ads are now being sprinkled in between user videos every so often, and I predict many more will start showing up. Being brief and precise are key to a TikTok. Why? Well, the attention span of people, especially young people today, is short. So, if you have a quick video flashing your logo and your product, it will stick more than you can imagine. “ The average attention span dropped from 12 seconds to eight seconds,” Kevin McSpaddenTIME. So, my thinking is, the faster you get your point across, the better. Many video platforms have become a way of advertising, but with shorter attention spans, TikTok provides this outlet to efficiently and effectively (if done right) promote oneself.  “Viewers retain 95% of a video’s messages as compared to 10% when reading the text”, Olivia Slade-SilovicCovideo. The stats speak for themselves here, TikTok just might be a new form of advertising you’ve been looking for. Make way for the TikTok generation, because they are not going anywhere any time soon!

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