In the past year, Tik Tok has become a household name for parents of teenagers. The short-form video sharing platform invites users to record and view quirky lip-syncing videos. On the heels of the announcement that Tik Tok surpassed the one billion download mark, (surpassing Snapchat, Tumblr and Twitch users), major brands are jumping into the platform. However, it may not make sense for everyone.
Tik Tok’s premise is simple: encourage users to share 15-second videos, serve them to the people that are most likely to watch, engage and continue watching. Unlike Facebook, Twitter and LinkedIn, content on a Tik Tok feed is not generated by the individuals followed. Instead, Tik Tok’s algorithm predicts the type of videos users will want to see and content is prioritized by what they are most likely to enjoy. People don’t matter as much as the video content. This is key to the platform’s success – virality.