TikTok is unlike the “traditional” social media networking app. It doesn’t rely heavily on the image and caption format like Facebook and Instagram. And while it’s video-centric, it isn’t really known (at least, not yet) for hosting long-form content as YouTube can. Short-form videos are more and more popular these days.
Until April 2022, Tiktok officially has over 1 billion monthly active users.
In January 2021, TikTok had 62 million downloads. and 2019, Tiktok has 4 million users in Malaysia, with a majority of its users being under the age of 30.
What is Tiktok
Tiktok hosts a variety of short-form user videos, from genres like pranks, stunts, tricks, jokes, dance, and entertainment with durations from 15 seconds to ten minutes.
TikTok describes itself as "everyone has the opportunity to be a creator, and TikTok encourages every user to share passion and creativity through video."
Tiktok just like its slogan, its recommendation mechanism gives small influencer opportunities. As long as your short videos are creative enough, you can still get a lot of exposure even if the number of followers is not large. Video creativity is the key.
Like most recommendation systems, Tiktok's algorithm runs on user preferences, helps people have a more personalized experience.
Tiktok algorithm has a few caveats:
1. User interaction. What each user does on Tiktok. These includes:
time spent watching videos
2. Video information. Details about the video content being created, including
3. Device and account settings. These factors attention are lower than previous:
Videos with high completion rates and/or average viewing time (except for music selection and looping) significantly affect performance. In other words, the longer people watch a particular video, the more Tiktok is likely to advertise your page to more people.
Tiktok's algorithm can be understood in four main stages or phases:
Phase 1: Provide new content to a test group (small audience) based on content analysis, subject tags, and account follower counts.
Phase 2: Tested with a slightly larger audience. These audience profiles are similar to those previously preferred to participate in phase 1 content.
Phase 3: Audiences increase significantly, videos appear in more users' "For Your Page" (FYP) and rank high in the FYP queue.
Phase 4: The video becomes a hit and is delivered to the widest audience and users
At each stage, Tiktok's algorithm takes into account likes, shares, comments, completed views, and replay rates/loops.
Tiktok focuses more on "discovery" than other social media, the For You page, suggests accounts that users don't follow. That makes Tiktok a hub for huge traffic. Many brands quickly built brand channels on Tiktok and partnered with influencers to reach a larger audience using the app's recommendation mechanism.
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