GRAND Magazine - Fall 2020 - 26
tech talk
Tick tock for TikTok? Oh yeah!
BY DEANNA SHOSS
T
ick tock. That's the sound of 45 minutes flashing by since you downloaded and opened TikTok
on your phone. Two minutes of that was the
actual set-up. It's that easy. The rest was pure amusement, watching hilarious lip syncs (think music, movie
scenes, a child's temper tantrum, politicians' speeches
and talking dogs). Then there are the hashtag dance
challenges, family members pranking each other,
"how to" cooking lessons, comedy and more. Each
video is only 15 to 60 seconds. Swipe up and there's
another!
And while it's not clear exactly how their algorithm
works, anyone, even those with only a few followers,
can go viral and become instantly famous on TikTok. A
positive side of being so internationally focused, some
of the most-viewed comedy videos are just faces and
dances, an inclusive, universal medium with no language barrier.
Perhaps it's because we've been required to stay
at home for the past few months, but TikTok offers
an amazing peek into others' homes and a glimpse
of how other people live. Then there's the collaborative, relational nature of TikTok. The platform is based
around community engagement and hashtags, so a
good practice is to find existing content to build on,
react to, imitate, and make your own.
What is TikTok?
TikTok is a short-form (15 to 60 seconds) video app
famous for viral memes, collaborative challenges, lip
syncing and comedic content. Since its inception in
2018 TikTok has accumulated over 1.5 billion installs
worldwide, including 315 million in the first quarter of
2020 alone. Those numbers are capturing the attention of brands looking to capitalize with sponsored
hashtags, advertising and leveraging UGC-user generated content.
How is it different than
Facebook or Instagram?
What else should I know?
TikTok's parent company, Bytedance, is based
Rather than only seeing posts from the same
in Beijing and one of its largest markets is India.
25 friends in your echo chamber as you might see
Lawmakers have taken notice and have expressed
on Facebook, or carefully curated scenes like on
concern that TikTok might censor videos on topics
Instagram, your "For You" feed in TikTok shows an
the Chinese government finds sensitive. That led to a
unlimited number of top posts from around the globe. push from our current administration to try to ban the
app in the US. In response, Oracle was selected over
Microsoft and Wal-Mart to be the designated partner
Perhaps it's because we've been required to stay at home for
in the US market. But China has said no, this won't
the past few months, but TikTok offers an amazing peek into
happen. This leaves Bytedance trying to appease the
Chinese and US governments to make a deal that all
others' homes and a glimpse of how other people live.
will accept.
"
26 GRAND
FALL 2020
Continued on next page
GRAND Magazine - Fall 2020
Table of Contents for the Digital Edition of GRAND Magazine - Fall 2020
Contents
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