As can be seen from the graph! between February and September 2019 there was a constant increase in the number of downloads. While between December 2019 and January 2020 the increase was equal to +20% ! also thanks to the coincidence with the Christmas holidays.
TikTok was born as a virtual place to share funny videos with your followers! where the communication dynamic is totally focused on yourself as a “creator” of essentially frivolous and pure entertainment video content. The exponential growth then developed with the arrival of Covid-19 and with the probable need of users to escape from reality.
Interest in TikTok has increased over time! and the word “TikTok” has been increasingly searched for over the past 12 months.
However! not all app downloads convert into active accounts. Very often! in fact! driven by curiosity! users download the application without actively using it. On the other hand! active TikTokers have gradually increased the time spent on and using the app.
As of today! India is TikTok’s largest user base! after China! in terms of number of subscribers.
In particular! the majority of TikTokers are between 18 and 24 years old.
And in Italy? In just one year in Italy there has been sustained growth! equal to +457% more than in the summer of 2019. The main users are between 18 and 24 years old! but TikTok is also becoming popular among the over 35s.
But what is TikTok for and how does it work?
TikTok is successful among the younger audience! but not only! thanks to a series of variables and innovations that were not found in other social communication channels until recently . TikTok technology is the strong point of the App; this Social is in fact based on an advanced technology that! through sound effects bc data europe and videos! allows you to:
- create video content (because that’s what we’re talking about! videos and that’s it) with a duration between 15 and 60 seconds;
- stimulate users’ creativity by creating short! imaginative “scripts”;
- synchronize the motor action part and the sound part in the videos;
- label published content and analyze user preferences based on the time spent viewing a video.
This new communication tool is direct and captivating! one video leads to another. It is not only the individual videos that attract attention! but also the audio and songs that are shared with the images.
- Often! new and unreleased songs (like Jerusalema ) become launching pads for group choreographies and catchphrases that users enthusiastically participate in.
- At the same time! TikTok represents an opportunity for visibility for many singers who! through this social network! are selling with social networks breaking down the mechanisms of celebrity and success.
The favorite topics of users! to date! are: art! animals! family! beauty! food! sports and travel. You can share rare locations! create informative content through videos and illustrative graphics (for example related to cooking! DIY and sharing information by experts such as: doctors! managers! lawyers! etc …). Each active user is a creator of content and shows off by telling funny anecdotes of their daily life! or by transferring knowledge with short tutorials.
As expected! most users report viewing and following videos from other TikTokers.
The tools of the trade for a TikToker
Becoming a TikToker with good online visibility is not immediate! it requires time! ability and in some cases the use of tools capable of improving the quality of the shared video . It is not even simple! given that as with any communication channel! will is not enough: you need communication skills! quality of content and certainly esperanto leads also an external “appearance” that not everyone can have.
The clips can include dance routines! comic mini-sketches! musical parodies or lip-syncs! and are characterised by very fast transitions between scenes and intuitive editing (done on the spot via smartphone).
If you look at some popular clips! you can see that it is not such an immediate thing: creativity and experimentation are the basic ingredients.
TikTok responds to users’ creativity with some really curious features. In order to create particular optical effects! in fact! some of the app’s functions come to the rescue:
- slow motion ! which allows you to slow down uploaded videos;
- transition ! to be used for videos that involve a quick change of location or outfit;
- distorted face! where the face takes on strange shapes in relation to the content of the clip;
