A platform younger than Facebook and YouTube, a platform aimed at the youngest, TikTok is shaking up the giants of social networks. China’s video-sharing app has just surpassed one billion monthly active users.
The video platform has gained more than 300 million users since July 2020, when the company last reported attendance figures. Already popular before the coronavirus pandemic, mainly thanks to its viral choreography on pop hits, TikTok has received a major boost with lockdowns, school closures and telecommuting.
Between Instagram and YouTube
Initially built on the principle of videos of 15 seconds maximum, the platform increased the limit to 60 seconds, then to 3 minutes in early July to attract a larger audience and compete with YouTube and seduce influencers and creators. For its part, the Google subsidiary launched YouTube Shorts, deployed in more than 100 countries in mid-July, to compete with TikTok in the short format segment.
The ByteDance subsidiary, whose equivalent in China is called Douyin, nevertheless remains a good distance from YouTube, which claimed 2.3 billion monthly active users in 2020.
TikTok is now looking to further monetize traffic to its platform, which it was slow to do in its early days. The social network stepped up in advertising last year and launched a new feature at the end of August 2021 that allows its users to directly purchase products offered on the platform by content creators.
With 20minutes and AFP
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