03.2 TikTok

number of followers doesn't change the experience videos with few views are tested and if get likes they are shown to bigger audience. "When I was a product manager at Facebook and Instagram, building a true contentfirst social network was the holy grail. We never figured it out. Yet somehow TikTok has cracked the nut and leapfrogged everyone else." - Eric Bahn, former product managere at IG

WHAT MAKES TIK TOK A SUCCESS? CONTENT NETWORK EFFECT: creators can repurpose other creators audios ("audio memes") and content, snowballing into an infinite amount of videos. 100% CONTENT NETWORK

creators can join trends and challenges to produce videos. This makes it very easy to create content DIFFERS FROM YOUTUBE: on YT a certain audience is needed to have own videos in recommended section. TT mixes popular videos with unpopular ones - CREATIVE FUND: TT hires content creators to post a given number of videos per month. pay in adv credits - CREATOR FUND: small income based on views. Money can be redeeemed when 50dollars are reached (users noticed a slight drop in views when joined the program) - PRODUCT PLACEMENT: companies offers free product for advs

DIFFERS FROM INSTAGRAM: on IG people post polished version of their lives, while TT creators don't take themselves siriously and post their real selves with flaws. viewers relate to them

ByteDance (AI company) created a powerful algorythm that shows only the content the user would like. The more is used, the more it gets precise.

"you float in your own bubble of content"

DIFFERS FROM NETFLIX: not a recommended selection to choose from, but a unique and continuous flow of content

users can buy virtual currency to tip creators or buy products

to exit the app, it is necessary to press the button twice. at the first tap the page will be refreshed with new videos

offers the virtual chance to anyone to be discovered and become viral

the app was made popular by teenagers, that made it the new trend so older users joined

possibility to reach the younger generations, hard to involve