TikTok and the race of short content

15 seconds of TikTok’s short video is used by Generation Z globally, helping ByteDance – the company that owns TikTok surpass Uber to become the most valuable technology startup in the world.

Bo Bap (real name is Van Vo Ngoc Nhan) is one of half a billion users of TikTok (TikToker), an application that has covered over 150 countries and territories, creating content such as dancing, singing, performing actions humor.

This boy who was born in 1997 in Daklak, downloaded the application for the first time in June 2017. Catching up with the trend, Bo Corn participated in TikTok’s #lotxac (makeover) challenge globally. In 15 seconds, he wore a long wig, eyelashes, from male to female … and the video quickly released 15,000 hearts (favorite).

The first month, Bo Bap attracted 20,000 followers. “Fast, unexpected, stunned and excited,” Bo Corn described the level of spread. After two years of joining, he has 1.3 million followers, an increase of 65 times and owns 14 million hearts for 320 videos on the platform. Brands such as Samsung, Vivo, and Yamaha also come to Bo Bap to collaborate in promoting products on his videos.

TikTok app

TikTok has become one of the most popular video applications of Generation Y (born 1981 to 1995) and Generation Z (born from 1995 to 2005). The platform said that in July 2019 there were more than 500 million monthly active users worldwide, although 25% more than YouTube users but 321 million more than Twitter users.

In the first three months of 2019, TikTok came in third, behind Whatsapp and Facebook Messenger in terms of downloads worldwide, according to Sensor Tower’s analysis. The app took two years to reach one billion downloads globally by the end of February, regardless of the number downloaded via the Android operating system in China.

In Vietnam, in the first quarter of 2019, TikTok reached 12 million regular monthly users.

Although being successful, the introduction of this application also met the hesitation from the Chinese father. “By the end of 2014, I was hesitant about whether I should continue making short video apps because there was not much energy left to work with it,” said Zhang Yiming, the former Google software engineer, the founder and CEO of ByteDance, once shared.

Two years later, in 2016, the CEO stepped up the trend of short videos due to changing user habits around the world. This is also a turning point for ByteDance to acquire Flipgram (February 2017), Musical.ly (for US $ 1 billion in 2017), helping TikTok shorten time, reduce costs, reduce difficulties in exploring new markets. and integrate with different cultures.

In October, after a round of funding of an additional US $ 3 billion from SoftBank, KKR & Co and General Atlantic, ByteDance’s value reached US $ 75 billion, becoming the most valuable technology startup in the world. Facebook is also following a short video trend when it launches its Lasso platform in 2018. Unfortunately, Lasso is left quite far behind.

TikTok categories

Lasso of Facebook was born in 2018.

TikTok brings nothing new to social networks. It only gathers the most popular Z generation features such as: large content consumption like Vine videos, easy tracking of influencers via user data sources like Instagram. Update new trends via hashtags like Twitter, effects from games, streamline video production processes with the lowest cost and easiest without any professional applications.

ByteDance (the company that owns TikTok) is also famous for applying artificial intelligence (AI), big data and machine learning to TikTok to both personalize content that is relevant to the market, both localized through algorithms, features (filters, fun images, touch screens like games), interactive activities that create trends connecting brands and users to create a community that shares a common interest.

Coca-Cola, Universal Pictures, Sony Pictures and Google have worked with influencers in TikTok to raise brand awareness.

TikTok aspires to build an ecosystem of communities, users – content creators and products through a combination of phones – technology – communities. The app aspires to be a bridge between brands and users through content created by TikTok’s content creators, giving users the feeling that they are part of a trend.

TikTok has never released sales-related sales figures for businesses and products after each advertising campaign. Coca-Cola, Universal Pictures, Sony Pictures and Google have been working with influencers in TikTok to raise brand awareness.

SHORT INFORMATION has been predicted to become a trend in pop culture 50 years ago. In 1968 visual artist Andy Warhol exhibited retrospective works at the Moderna Museet gallery in Stockholm, Sweden, and predicted that “In the future, people will be famous in the world in 15 minutes.” When talking about the popularity of each individual or every event in popular culture.

In 2017, in just 15 seconds, anyone could be known on social networks thanks to the ultra-short video sharing platform TikTok. Cheer for individualism, focusing on user experience – especially entertainment, allowing them to express themselves through clicks called “I find, I create, I interpret , I recommend, ”TikTok gives users the feeling that they play an important role and will quickly become famous.

Here, ultra-short videos by the user can freely dance, wear new costumes, sing karaoke, lip-sync, play naughty or interact with others with hundreds of effects through the content about the humorous action, dancing, music, food, fashion, pets, makeup, travel, games …

“One of TikTok’s top priorities this year is making sure users can find all kinds of content on the platform, whether it’s entertainment, learning or inspiring trends,” said Nguyen Lam Thanh, the policy director of TikTok Vietnam.

The business aims to triple the number of official content creators, artists, influencers and content producers, to 3,000 by the end of 2019. Besides community creation In Vietnam, the platform continuously announces partnerships with many entities, including VTV, VTVCab, Ho Chi Minh City Tourism Promotion Center or Danang Tourism Department.

“We believe that the unique features of Danang tourism will be spread and promoted in an inspiring manner across five continents,” said Nguyen Xuan Binh – the deputy director of Danang Tourism Department about the #hellodanang campaign in conjunction with #TikTokTravel, achieved 59.7 million views and generated 9,100 short videos.

Based on Bloomberg’s 2018 analysis of UN data, by the end of 2019, Generation Z will surpass the Millennium Generation in numbers and will account for 32% of the global population.

“Generation Z only needs eight seconds to be intrigued by a video content. For our children, grandchildren, maybe this speed will be shorter. So, we see how important it is for users to enjoy content quickly and concisely,” said Lionel Sim, the global marketing and business solutions director, TikTok Ads.

TikTok in Vietnam is mainly popular among very young users, mainly the Y and Z generation. Mr. Lionel Sim said: “Watching short videos is the trend of users of all ages, without age restrictions.”

Based on Bloomberg’s 2018 analysis of UN data, by the end of 2019, Generation Z will surpass the Millennium Generation in numbers and will account for 32% of the global population. As Generation Z becomes a more prominent consumer, holding $ 44 billion in purchasing power, brands need to reach this age group through platforms like TikTok.

According to a Hootsuite report titled “We are Social” in January 2018, of 96.02 million Vietnamese people had 64 million Internet users, in the content creation and marketing conference held on July 10, 2019 in Singapore. TikTok said, 42% of Internet users in Vietnam are aged from 15 to 24 and 32% are aged from 25 to 34.

Unlike its predecessors, Generation Z grew up in a world completely dependent on the Internet, resulting in their significantly different online behavior. By Generation Z, 98% will own an individual smartphone. They constantly operate online on multiple devices, connect to the Internet for 10 hours, and consume 68 content per day.

Generation Z is more accessible and able to monetize their creativity more effectively than previous generations. This is a different kind of user, with different needs, and they themselves are pushing the innovation of companies to win Generation Z’s attention in social networking space.

TikTok earns revenue from advertising services in various forms such as hashtag (#), shows one day / regular (In-feed Ads) or shows when opening the app (Brand Takeover), the type that are being liked by most popular brands. This is a collaboration between brands and content creators on TikTok to make videos promoting products, similar to Facebook or Instagram.

TikTok stats
TikTok stats

TikTok’s weakness is that it is unable to target ads to specific users based on their interests, because TikTok users do not share a lot of personal information.

The line between social networks and e-commerce is becoming increasingly blurred. Whether or not social commerce is successful depends on the choice of generation Y and Z. As young users move from Facebook to other platforms like YouTube, Snapchat, and Instagram, show videos Short forms are quickly dominating online content.

Simple and direct one-click purchases from social content platforms like Instagram and Pinterest, including through interactive videos, can become an important channel. “At the present time, TikTok is focusing on developing the user community, and so that users can watch the best videos,” said Diep Que Anh – the Communications Director of TikTok in Vietnam and other emerging markets said.

Dang Thu


TikTok and the race of short content

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