Note: Because this is an ongoing series, viewers will not receive a certificate of completion.
Skill Level Beginner
- [Instructor] What's all the talk about TikTok? You've probably at least heard about the newest social media sensation, but how does it work and who exactly is on it? Let's find out. TikTok was developed by ByteDance, a Chinese AI company and launched in 2016. In 2017, it bought and integrated the short-form video app, Musical.ly, and increased its U.S. reach. That seemed to kickstart its user growth outside of Asia and the app now has over 500 million monthly active users. TikTok appeals to a younger demographic. In fact, about 2/3 of its users are under 30. The app is similar to the now-shuttered Vine in that its content is made up of fun, short videos, though they're usually longer than six seconds on TikTok. Its homepage is called for you and showcases a collection of popular content that changes based on your interests, tastes, and what you click on. Users can participate in memes, challenges, or create duets, which are essentially personalized public responses to content posted by another user. What would any social platform be without its influencers? Like its demographic, TikTok's creators are young and many are willing to work with brands. The good news is the content seems fresh and is less costly than you might pay for a similar program on say, Instagram, and the videos can go viral as users seem happy to spread the sponsored posts, but agencies are springing up and it likely won't be long before the app becomes even more commercialized. The platform offers on main ad format, in-feed videos, and three calls to action. Cost per click, cost per video, and CPM. Right now, brands can run a takeover campaign, create sponsored, augmented reality lenses, stickers and other effects, or take part in a promoted hashtag challenge. Are there any issues to watch out for? Well, the FTC has contacted a number of influencers for not disclosing sponsored content. The FTC also fined the company for collecting personal information on children and the UK's Information Commissioner's Office has started to look into the company's use of children's data. Plus some privacy experts worry about all the personal data people share being used for tracking and surveillance. But media companies like NBC News and brands are jumping on. Luxury apparel maker, Ralph Lauren, partnered with TikTok on a digital campaign during the 2019 U.S. Open. Did Ralph Lauren achieve its goals? Will other brands follow? We'll just have to keep watching and TikToking.