GROUP 5
TIKTOK:
OVERVIEW,
INFLUENCE, AND A
TOOL FOR SOCIAL
CHANGE
I. OVERVIEW
TikTok as a Platform
What Is TikTok?
● TikTok is a social media platform
that allows users to create, edit,
discover, and share videos.
Originally built as a short-form
video app, TikTok now lets you
create videos ranging from 3
seconds to 60 minutes in length.
● "TikTok is the leading destination
for short-form mobile video. Our
mission is to inspire creativity and
bring joy."
What Is TikTok?
● In the Chinese market, TikTok works
as a separate app called Douyin,
which is one of the most popular apps
in the country. TikTok maintains a
separate user count from the Chinese
version of the app.
How does Tiktok
Work?
TikTok works by letting users upload
content on the app, which it then displays
to other users on their For You Page and
Explore Page. The TikTok algorithm
personalizes the experience for each user
by determining the best content to display
to them based on a variety of factors.
History of Tiktok
● In September 2016, ByteDance, a
Chinese internet technology
company with headquarters in
Haidian, Beijing, launched a platform
called [Link]. Later, the platform was
rebranded to Douyin the same year
in December.
After its initial success,
ByteDance wanted to expand its
market reach beyond China.
Zhang Yiming, the founder of
ByteDance, said,
• "China is home to only one-
fifth of Internet users globally.
If we don't expand on a global
scale, we are bound to lose to
peers eyeing the four-fifths.
So, going global is a must."
● In 2017, ByteDance created a global version of Douyin and
named it TikTok. The app was launched in international
markets the same year.
● In November 2017, the company bought [Link], a
Shanghai-headquartered startup, for up to $1 billion.
[Link] was a short-form video app that allowed users to
make lip-syncing videos.
● Originally released in 2014, [Link] was merged with
TikTok in 2018. The existing data and accounts of both
platforms were consolidated into one app.
TikTok’s Rise to
Popularity
TikTok quickly gained fame in the international landscape,
becoming the top free-to-download app on app stores
across several countries, including Thailand, in 2018.
By July 2020, TikTok had 800 million monthly active users
in just four years of existence. The figure is excluding
Chinese users of the app's local version. So, the real figure
is much higher.
Why is TikTok So Popular?
So, what's the secret behind the platform's massive success?
Why is it catching on so fast and reaching billions of users
worldwide?
According to The New York Times, TikTok’s algorithm is one
of the most advanced among social media platforms. It does
not only look at user actions like clicks or follows. It also
monitors user behavior.
Short-Form Content
● One of TikTok's unique selling points is that its
content is short and snappy, usually limited to 15
or 60 seconds.
● In a world where people have short attention
spans and are constantly bombarded with
information, TikTok's content is perfect for quick
consumption.
● For example, this 15-second video that started the
#GirlDinner trend has 3.6 million likes and many
more views.
Celebrity Endorsements
● TikTok is used and loved by many
celebrities, from singers to actors to
sports stars. Their presence on the
platform helps attract more users and
gives a sense of credibility and popularity
to the app.
● For example, Lizzo has a TikTok account
with nearly 26 million followers. Her
videos get hundreds of thousands of
views and bring her closer to her fans.
Viral Trends and
Challenges
● One of the main things that makes
TikTok so relatable and creates a sense
of community on the platform is its viral
trends and challenges.
● For example, the "Act like you're in a
Wes Anderson film" challenge was
inspired by the director's signature style
and attracted thousands of users to
participate and put their own spin on it.
Easy Content Creation
● A lot of users feel that the content on
most platforms has to follow a
convention. On LinkedIn, it has to be
professional and career-oriented, on
Instagram it has to be aesthetically
pleasing, and on YouTube it has to be
well-edited and informative.
● However, on TikTok, the barrier to
entry for content creation is low.
● A simple 12-second video of a kitten
can get over 300 million views.
Key Features of TikTok
1. Video Recording and Uploading
2. Video Editing
3. Filters and Effects
4. TikTok Sounds
5. Voiceover
6. Live Video Streaming
7. Duet
8. Tiktok Shop
9. Family Safety Mode
10. Stitch
Key Features of TikTok
11. Video Reply
12. Tipping
13. Creator Fund
14. Creator Academy
15. Avatars
16. Creative Assistant
17. Creator Studio
II. THE INFLUENCE OF
TIKTOK
On Public Opinion and Behavior
• Viral Trends and Memes
• Political and Social
Activism
• Shaping Consumer
Behavior
• Personal Identity and
Trends
• Misinformation and
Echo Chambers
III. HOW IT BECOME A
TOOL FOR..
Social Change
1. Creating Engaging
Content
2. Launching Branded
Hashtag Challenges
3. Running Ads
4. Working with
Influencers
5. Working with
Influencers
