The TikTok app enables users to produce short videos for a few seconds, soundtracked by music clips. It may sound simple enough, but it turned out to be a wildly popular concept. The app stands out to be the fourth-most downloaded non-gaming application of 2019 across the world. The smart team of TikTok visualized the importance of advertising according to local markets from content and cultural aspects. TikTok’s entertaining, short-video format and straightforward user interface have enabled phones into the creator’s studio, inviting aspiring actors, dancers, and performers far from Bollywood’s flashing lights to gain recognition.
TikTok allows easy download and upload of videos to the other platforms directly. That’s why there is a considerable enhancement in YouTube collection of TikTok videos. Also, digital marketing professionals have reported that TikTok provides a very huge engagement rate.
TikTok’s “For You” page is the page the user lands on while opening the app to watch the trending videos. The content curated on this page is not based upon the engagement rate alone; the platform rewards a little-known creator’s videos for going viral as long as it is engaging.
However, the significant factor is that TikTok has in-built features that allow users to shoot, edit, and complement with music and effects. Many Indians who remain inaccessible to other expensive gadgets, like a camera or editing software, reach to the app because it is provided with everything required. On Instagram, users typically upload videos they have created after working with pro-editing tools. Likewise on YouTube, content creators spend huge time making their videos, whether it is a language tutorial or a movie review, or in cases of content related to political affairs. You can buy TikTok likes if you are looking to build your growth on this platform.
According to the data provided by KalaGato, a Delhi-based market intelligence, TikTok’s usage flooded in India and has maximized its reach to 30% among smartphone users as of August 2019. Also the Sensor Tower reports on the month of September declares that TikTok was the primarily downloaded social media app in the world. Significantly Indians have contributed around 44% of these downloads. On witnessing the tremendous rise over the download, brands have adapted suits to reach this set of the population in an impactful way. TikTok’s Indian user base is well ahead of Instagram’s (79.1 million). It is almost six times more than the volume of Snapchat’s user base in the country.
The features of the platform have significantly driven off TikTok among the youth living in semi-urban areas. Unlike Instagram, where the user has to put the best foot forward, TikTok focuses on authenticity. The user essentially need not pose at an appealing restaurant or put their best fit to make the videos go trending. Most active content creators are usually available at their homes or hang out in their towns and villages.
The increased number of young people is attracted to the TikTok platform because they are influenced by early users who became well-known TikTok creators. Although the ban has led the users to drift to other social platforms, their initial experience on TikTok helped in the app’s growth.
The famous writer Vivan Marwaha explains that, besides the platform’s potential, there’s an in-depth reason why the app has resonated among the Indians. The average Indian is not sufficiently empowered. For the first time, creators make choices for themselves and explore their ideas without having others’ interference.
Kapila, who makes popular videos on TikTok has hosted a show with Bollywood actress Shilpa Shetty and her husband Raj Kundra. She initially took TikTok as a hobby, and her videos were about how people should respect their elders or about internet safety for teenagers. Later she turned out with a racing likes of around 193.3 million that made her quit the job as a human resource professional and became a full-time content-creator on the platform.
Similarly, Yuvraj Singh, who gained three million followers, used his account craftily to show off his dance moves. He imitated Michael Jackson’s iconic pop-style to the tunes of popular Bollywood songs like Muqabla (that originally featured Prabhudeva), was recognized by even top Bollywood artists
For entertainment lovers, TikTok still stands out to be a go-to social media platform to check out videos. In India it hugely stayed apolitical, but has been inclusive with reach. Even people from the outskirts of the big cities found themselves on a big platform with their favourite stars. The game was drastically changed by the influencers and also dynamics evolved between the content creators and platforms.