#tiktok georgetown Moduletwo Digitalcomms

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So, You Think You Can Dance?

This week, I decided to look at TiKTok. Now, I have not, and will not ever use TikTok, but I wanted to take a look at what this app is and who all is using it. 

TikTok has been linked to the Communist Party of China (CCP) which is the main reason that I refuse to use the platform. The second reason, but potentially just as compelling reason, that I do not use TikTok is because I cannot dance. I simply have no rhythm and am not about to make and produce videos of me making a fool out of myself. As I have said in previous posts, I primarily use Instagram and Twitter when I go on social media websites. 

Enough about me though and a little more about the company... TikTok is labeled as a “lip-syncing” app but it reminds me way more of Vine (RIP). People who use the app will upload short 15 second videos of themselves dancing or lip-syncing to different songs or clips from TV shows. Some of the most popular songs overlaid on videos include “Old Town Road,” “bad guy,” and “Say So.” Audio clips from Riverdale and Peppa the Pig are also frequently used in videos. The Peppa the Pig compilation is below. If I am being frank I don’t quite understand the pull of the Pig, but hey, for each their own. Maybe I will change my mind when I have kids?

https://www.youtube.com/watch?v=FCnKLDb2FM4

TikTok was founded in 2016 in China and is now worth upwards of $75 billion. Chinese users account for 80% of the total time spent using TikTok in 2019. In less than 18 months, the number of US adult TikTok users grew 5.5 times and there are now more than 37.2 million total users in the United States. 

41 percent of TikTok users are aged between 16 and 24. By my own personal estimate TikTok seems to be filling the gap that was left open by Snapchat with the younger generation. It also appears that companies are beginning to see this potential and are using the platform to reach out to younger audiences. Chipotle, the NBA, and the San Diego Zoo are three of the top ten companies that are utilizing TikTok right now. I find the San Diego Zoo’s content particularly compelling. They just post videos of animals doing funny things and put funny songs in the clip. I particularly like this one of a meerkat. 

I think that this platform could be useful for companies that have the ability to post lighter content aimed at reaching a younger audience. I do not think this would be a practical outlet for any company looking to produce a serious message. TikTok is supposed to be light, fun, and humorous.