Is TikTok the new Instagram?

We all have used many social media apps but none of them has risen to fame as quick as TikTok. It is currently leading as the world’s most downloaded app. According to a survey, TikTok has already surpassed Snapchat, Instagram, Facebook and YouTube by 29.7% more daily downloads from the cohort of this app.

With IG TV streaming and competition like Netflix and Amazon Prime, videos have taken up the era. Photos are too mainstream now. The future is surely video based. Pretty sure if you’re a millennial you know about what this whole craze is all about. TikTok is a social media which features short videos designed for sharing. Known as ‘douyin’, the app launched overseas in 2016 and came to the United States in 2017. Its reach and scope are vast, as the app is hugely prominent in 150 markets and 75 languages worldwide. In early 2018 they made a partnership deal with musical.ly. This merger helped them to take over social media by storm.

TikTok has a comparative younger audience than any other social media. Their main focus is targeting millennials and Gen Z. TikTok has no paid advertising and is free to download. In the meantime, the app is making money in other ways. User spending on in-app purchases increased 27.5% between October 2017 and October 2018, to $3.5 million, according to a report. Users can also purchase emojis and digital gifts to share with TikTok users during live streams.

Wasn’t Snapchat quite similar? Even Snapchat targeted a younger audience. Unfortunately, Snapchat is losing its users day by day. Thanks to Facebook they added similar features to Instagram. Well, Facebook recently launched a TikTok competitor called Lasso.

TikTok is also targeting a lot of fashion brands and influencers. For instance, Guess started #inmydenims, a viral campaign on TikTok. As TikTok users open the app, they are directed to the #InMyDenim challenge that urges them to post videos with the hashtag. Other fashion brands such as forever 21, H&M and Nordstrom have used TikTok for the advertisement of their brands amongst Gen Z.

Even Jimmy Fallon gave TikTok a promotional push at late-night, who used TikTok for a series of viewer challenges, including one where users could make a video of themselves rolling like a tumbleweed and then upload the video to the app.

Instagram’s growth is slowly dropping from 13% user growth in 2018 to projected growth of 8% in 2019. Now the question is, is Tik Tok the new Instagram?

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