lip-syncing to a monologue or dancing to the
Billboard Hot 100 number one.
Not only does TikTok lean on popular culture
and encourage users to create their own videos
inspired by reality TV shows, but it has created
its own line of comedy, and you can access a
databank of sounds, visual effects, soundbites,
filters, and title sequences at the drop of a
hat, without having to use third-party video
editing software for a professional finish. If
you want to “duet” with your favorite musician,
you can respond to their video and have
content delivered to your followers in seconds,
creating a split-screen effect. This offers you
endless possibilities to react to celebrity
announcements, music videos, memes, and
news stories.
TikTok didn’t find its success overnight, though.
Known as Douyin in China, the app originally
launched as musical.ly, which went down well
with social media influencers but failed to
connect with the general public. Following a
rebrand, the company’s investors launched
their first TV advertising campaign, which
was followed by a controversial YouTube
marketing strategy featuring user’s
videos. After sponsorships and celebrity
endorsements, the app’s now one of the
most successful in Chinese history, allowing
the country to grab a slice of the market in
the West. TikTok and its parent company
ByteDance are now reportedly worth an
eye-watering $75 billion, and the influencers
who help keep the platform populated with
content can command fees of up to $1
million per product placement in their
videos; truly impressive.