Known by the name of Douyin in China, Tik Tok is a social network that, despite being almost unknown to many users, has exceeded 35 million downloads in iPhone this 2018 and has been ahead of Instagram, Facebook or Whatsapp: is one of the great novelties of 2019. It has 500 million users, a critical mass sufficient to forecast that it will continue to grow with strength and speed. It is the first time that a Chinese social app triumphs among Western users.

This network mixes short videos of maximum 15 seconds, allows to edit with filters, stickers and effects, make musical playbacks and can be used with one hand. It allows sharing content easily on other social networks such as YouTube or Instagram. Music has a major role: the company that owns Tik Tok, Bytedance, bought Music.ly this summer, the famous teenage music application for 800 million dollars.

What makes Tik Tok a successful application?

It’s new, fresh, fun, intuitive and very attractive to teenagers, who are the segment of the public that sets trends. Mixing video (the format par excellence), adds music, and the contents consumed are brief, optimal in an oversaturated environment and with dispersed attention like the current one, and all this has seduced the public. Precisely, being a novelty plays in its favor -it started in September 2016-, because it has caused that adults have not yet landed massively and therefore, have not provoked the flight of the youngest, who never meet I like sharing platform with parents. It is a network specifically designed for fun and entertainment, and that seems to be the key to its success: Neither the fake news, nor the advertising, nor the haters nor the trolls have arrived in a significant way, it is the social network of the goodness and evasion.

The handicaps of Tik Tok

One of the challenges facing this network is to translate this growth into money. The company is already looking for ways to include advertising in the application, a change that will attract large buyers given the target audience that uses it. Another threat is the criticism it has received for the undesirable use and infiltration that pedophiles can do because of the fact that a large part of their users are minors (often even below the minimum of thirteen years established by the terms of use).

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