POPCAT Phenomenon
August 15, 2021

Why Is TikTok So Popular?

Why Is TikTok So Popular?

Previously known as Musical.ly, TikTok now has become one of the largest social media platforms in the world. With over one billion users across the globe, its user base is still expanding and actively updating on the platform. If you are not familiar with the app, the number of users may seem staggering, but there are very good reasons why so many people are addicted to TikTok and won’t be quitting anytime soon.

The app thrives off trending hashtags and challenges. These are led by the community and often start with one short video introducing the particular challenge. The idea of it is to allow people to copy the challenge or trending activity and come out with their own versions. Although challenges can come and go quickly, those that are picked up by influencers or celebrities gain the most traction.

The concept of producing short videos or clips was first introduced in 2012 by the app known as Vine. It had around 200 million monthly users worldwide at the time. Later in 2016, Vine was discontinued by Twitter, leaving a gap in the market. In 2018, the void in the market was filled by TikTok when the app went global.

So, what makes TikTok so popular?

Young people nowadays enjoy micro-entertainment and short bursts of distraction. This is one of the main appeals of TikTok, their videos are fun, short, and trendy.

One of the main reasons why users are so addicted to the app is because of its content discovery feed, also known as the “For You” page or FYP. The page acts as the primary timeline on the app and is how people can locate new content. It is powered by a unique algorithm that uses AI and machine learning to populate the FYP with the most favorable content for each user. This mechanism offers an endless thread of new content to watch and fuels the highly addictive nature of the app.

Unlike other social media platforms that are mainly built on connections between people who know each other in real life, TikTok prioritizes optimizing the content to see. It shows you content from users you might not follow. The good thing about it is that the app allows those with even the smallest followings go viral and become famous overnight.

Because of the nature of the FYP, the app becomes better at predicting the kind of content you will like the more you use it. This explains why users are so addicted to it.

Another reason why TikTok is so popular is because of its trends, such as dance challenges for popular songs or videos aligned with in-app filters. The algorithm prioritizes content that fits certain online trends that are popular at the moment. Since hot trends usually attract greater engagement, it encourages more people to join in and produce content that aligns with those trends.

TikTok is also ideally optimized to create memes. People can repurpose audio footage from other videos and create a unique take on someone else’s idea. It has become the newest platform for turning the average user into viral sensations.

So, that explains why TikTok is so popular. Even though we have covered it, the only way to really understand TikTok is to give it a try.

Marketing Connection is a digital marketing agency located in Penang, Malaysia that specializes in website design and digital marketing. We offer content marketing services to help brands to create buzz, reach more audiences, and convert them into customers. If you need help in creating content on any social media platform, we are happy to help! Just contact us to learn more!

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