Introduction of TikTok

Definition of TikTok

It is owned by Chinese tech giant ByteDance. Former Musical.ly, a short form video app that mainly focussed on lip-syncing content was bought by ByteDance in 2018 and changed its name to TikTok where it’s evolved into what it is today. Users have access to a wide range of video filters and effects, plus an extensive music library. Users can also interact with other users’ videos, e.g. by commenting, sharing, liking the content and more. 75% come to the platform to be entertained. The average TikTok user watches 90 minutes of TikTok content daily. 35% of users say they watch less TV since getting TikTok. 95% of users say ‘travel is important to them’. The TikTok App is the 6 th most used social media app in the world with over two billion downloads globally. In 2022 TikTok became the most downloaded app globally (672m downloads).

Structure and content of TikTok

TikTok is a new platform to promote diverse topics. Storytelling happens through video content, lives and stories. The content is fast, with short video with key messages. TikTok becomes more commercial. You can gain audience through following current trends and using trending music and hashtags. Travel content is found via hashtags #travel #tiktoktravel #travelbucketlist or SEO (Search Engine Optimization). The algorithm doesn‘t depend on follower but on watch time and what the follower consumes and likes which means brand accounts have to radiate sympathy and follow the dynamic of the platform (trends). Therefore, producing quality video is key and using the right format and collaborating accordingly to your brand is essential.