Why is Tiktok so successful?

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Tiktok came, saw, and… it’s been downloaded three billion times. Established in 2016, the short video platform is now one of the big four of social media. Tiktok has 1.5 billion users, 1 billion of which are monthly active. Meaning: Every third party with access to the Internet is on the platform.

Tiktok really took off in Europe only three years ago. With the corona pandemic, many teenagers and young adults, who were suddenly locked in their rooms at home, discovered the video platforms themselves. The stereotype that only children and teenagers play on Tiktok continues to this day. The scam has long spread to adults.

Privacy regarding user numbers

Switzerland alone has between 1.1 and 1.4 million users over the age of 25. You can’t know for sure because Tiktok currently keeps its user count private. The advertising industry has access to the official Tiktok ad manager. And he’s been saying this number for a few months now.

When asked by Blick, a Tiktok spokesperson said, “Most users are already past their teenage years.” “Yes, Tiktok has grown.” In recent years, a huge community has emerged with a wide variety of content ranging from mainstream to niche topics.

Tiktok is now reaching adults too. So why is the video app from China so popular? “Tiktok serves exactly what characterizes our media consumption today: a very short attention span,” says Ladina Baumann, 32, head of media strategy at ad agency Jung von Matt. «On Tiktok, users get a lot of impulses and content in a very short time, you can go with one swipe. It gets on the nerves of the times.”

Baumann says the algorithm is unrivaled. “It gives me exactly the content I love. No matter your age, it’s hard to resist.” Social media expert Ramin Yousofzai (31), from Kingfluencers agency, says Tiktok has also managed to stay exciting. “You don’t get caught in a single topic spiral, you bounce back and forth and linger on topics for only a short time.”

Tiktok ban in the USA? 50 percent chance

Tiktok is still a long way from the number one Facebook. Direct competitor Instagram is already within striking distance. Yousofzai is convinced that “Tiktok could be the number one social media app.” “If things keep going like this in the next 3-5 years.” Ladina Baumann is a little more cautious: “Regulatory intervention can slow the success story,” she says. In fact, analysts in the US currently estimate a 50 percent chance of Tiktok being blocked.

However, in one major category, Tiktok is already number one: its daily retention time of 95 minutes is unbeaten worldwide. In Switzerland, users are said to spend an average of 80 minutes a day on the app.

Source :Blick