The success of TikTok is hard to ignore.
With about 800 million average monthly users, the app is arguably one of the most influential social media channels in existence. Created by Chinese company ByteDance after their initial video platform was limited by government censorship, TikTok has grown at a remarkable rate since it was first introduced to the world in 2017.
But before we get into the nuances of the world’s fastest growing app, it’s important we establish a safe space. I am over the age of 25, and I am on TikTok.
The shade thrown toward elderly lurkers on this app is serious, as I am constantly reminded that TikTok is ruled by terrifyingly-talented teens who have made a name for themselves with hilarious and eye-catching content; but the 25+ crowd is alive and well on TikTok. In fact, we make up more than a quarter of global users.
One thing that may be stopping others from becoming as obsessed with the app as I am is the misconception that it contains just teen dances inspired by the app’s unofficial queen, Charli D’amelio, or that the app mostly contains high-pitched, overproduced parodies by former vine stars.
Quite the contrary—the app offers such a variety of quality, relatable content that I’ve yet to find anywhere on the internet. Never before did I think I would become so invested in a vintage-inspired zero waste beauty routine, but now I follow not just one, but several creators who specialize in exactly that. And who would have guessed that my oddly specific sense of humor would be so tickled by a weird wavy voice generator and face-morphing filter, which, when combined, result in a gut-wrenchingly comical representation of life’s awkwardest moments?
Marketers are finally starting to take note of these niche content goldmines, as there seems to have been a recent spike in verified brands using the app. Brands that appear to be using TikTok most successfully are those that use it to create content that’s authentic, yet on-trend. While paid ads are available, they’re rare and notably expensive (Disney, Nike, and Grubhub are just a few of the businesses to take advantage of the promotion.)
TikTok is providing a place for every type of content to not just exist, but thrive, and doing so in a way that is acceptable to all. It mimics Instagram with its fast paced, influencer-supporting structure. It plays off the sadly short-lived success of Vine’s vignettes. It supports the tight-knit communities that grow when creators can play off of and interact with each other similar to the kind that bloomed on Tumblr before its 2018 user exodus. TikTok limits characters like Twitter, and it employs a scary-smart algorithm just like Facebook. This app is taking the most influential parts of the rest of the internet and bringing them together in a way that’s proving to be wildly successful.
Regardless of interest and regardless of age, TikTok is living up to its reputation as the world’s greatest social media platform.
Renegade on, grandmas and grandpas!
Julia Regeski
Content Creator
Julia Regeski is a content creator who believes that everyone’s story deserves to be told in a way that’s intentional, compelling, and authentic. Her work experience has been focused on advancing meaningful social causes, and includes advocating on behalf of Georgia’s environmental resources and bringing together nonprofits in the wake of natural disasters. When she’s not using her communications skills to try to make the world a better place, you’ll likely find her reading, practicing yoga, or adventuring in the great outdoors.