Article | Content
How brands can capitalise on our modern digital language
By Kabe | 25 October 2018
People have always loved to consume media, and even more-so when it's in bite-sized pieces.
Whether this is down to dwindling attention-spans, the fact that people are more time-poor than ever, or something else, social media apps have adjusted and evolved to stay relevant.
When the likes of Snapchat and Vine came out (a 10-second video and 7-second video, respectively), they led the way of the “nugget media” consumption.
Everything had to be smaller. Faster.
Less is more.
If a video took more than three or four seconds to buffer and load, it would be switched off.
Equally, music brings memories and nostalgia. You only need to hear a song from your teenage years and many of us immediately start looking for “old skool” playlists to revel in that era and relish the positive memories and emotions of that time.
There’s now a platform that has successfully combined short, bite-sized media, with the music we all love to listen to – or create.
With Vine closed down, a new app has filled the void of video-sharing.
TikTok has arrived on the scene and is now disrupting an oversaturated market – YouTube, Instagram, and Facebook are all developing live streaming and video sharing tools.
Despite being the new kid on the block, TikTok is certainly doing well for itself.
In their own words, TikTok is a destination for short-form mobile videos, with a strapline: to make every second count.
Capitalising on the Fear of Missing Out (FOMO), an incredibly powerful psychological marketing tactic, TikTok has grown to the second-most popular app on the store since its launch in September 2016.
TikTok acquired musical.ly and merged with the platform in August 2018.
Already, it’s amassed half a billion active users every month, and has swiftly become one of the most-used social media apps for under 21s.
The top TikTok users have millions of followers (the top ten range from 12 million to 31 million followers), with emphasis on users uploading short videos on themselves with a focus on music and songs.
TikTok wants to “capture the world’s creativity and knowledge,” and enables anyone to become a creator.
Whether you’re lip-synching, dancing, or shooting a short video, TikTok has facilitated the creation of viral trends, and is now taking the world by (musical) storm!