Tiktok has become one of the most successful social media platforms in recent times. Tiktok is a free application available on iOS and Android that can be used to build and distribute short videos. The Chinese video-sharing platform is the budding escape from the realities of the on-going global lockdown situation. TikTok describes itself as the destination for short-form videos and it has proved all the sceptics wrong as it continues to gain popularity all over the globe despite legal controversies.
Tiktok creates a different video experience from Youtube, users can create videos using in-built recording timers, filters and other tools within the application ad also upload previously recorded videos on the application. Mark Zuckerberg in a recent audio described the application as a whole Explore page filled with video stories, from content creators to celebrities to brand influencers and regular users sharing moments in their daily lives, TikTok is a pool of creativity for everyone to enjoy.
There is no traditional way of using TikTok, there’s lip-syncing, spinning, sketching satire, and animals, there is no rule book. TikTok trends are really the addictive part of the platform, video content is almost always accompanied by trending music or voice-overs.
The application has also become some sort of a hitmaker via dance challenges, with songs like Lil Nas X Grammy award-winning country song, Old Town Road, Doja Cat’s Say So, and most recently Megan Thee Stallion, Savage becoming hit songs on music charts internationally. Dance challenges like Don’t Rush, Renegade, Macarena amongst others keep users engaged and entertained.
TikTok’s success can be attributed to the AI designed to make personalised recommendations for users, this is what keeps the viewer hooked. One is either occupied with creating content with the hope of it going viral or watching one clip after the other.