Monday, August 16, 2021

TikTok's 'For You' Section: What Is The Platform's Key To Success?

TikTok corresponds to Bytedance, a company that has decided to postpone its IPO in Hong Kong to 2022 after a failed attempt in the United States. The Chinese company has not been able to fully overcome the suspicions raised by former US President Donald Trump that TikTok could threaten national security by "maliciously collecting" data on its citizens.

This has not, however, prevented Bytedance's flagship product, TikTok from continuing to grow like wildfire. In a short time, TikTok has managed to overtake not only all the networks, including Instagram, but also any company, given that, as of today, the Beijing-based company, founded in 2012 by Zhang Yiming, tops the list of global unicorns.

What is the success of this social network? TikTok allows content creators to express themselves in a creative and lighthearted way. What strikes users is that anyone can post on it and go viral at once, without anyone knowing them and without the need to do any prior work to win over audiences.

The 'For You' Section on TikTok

This is what they achieve with the 'For You' section of the application, which allows to introduce new or unknown creators and viralize their content alongside those who have millions of followers. The key to success lies in the algorithm, which makes it easy for new creators by giving them a chance and ends the despotism of follower metrics. With the 'For You' section, it matters more what you tell than who tells it. This ease of suddenly becoming famous is the big difference that TikTok users value compared to other social media platforms.

Creators who are already popular find it easier to get noticed, but TikTok doesn't take into account the number of followers or a creator's viral history when deciding what content to feature and where. That's why the "For You" section combines viral hits with new videos from unknown creators, some of which have only a few views.

By clicking on the 'For You' option the user receives a collection of personalized videos that the network selects after interpreting that it may be content of interest to you. If they hit the nail on the head, you may end up following that tiktoker you didn't know at all. It is clear that it is the network's algorithm that makes the selection, not the creator. The chances of a video ending up on the 'For You' page are determined by different factors such as the sound, the message or the hashtags it includes. .

The way creators monetize is quite conventional since it is advertising that sustains the platform, a model that still works for them thanks to metrics and millions of downloads (800 million monthly active users, according to Datareportal, 2020, and more than 2 billion downloads).

As for the possibility of earning money on TikTok, here there are no longer so many differences with the rest of the networks. The more followers you have and the more loyal you are to your audience, the more possibilities you have to sign a collaboration agreement with a brand, to create some advertising space and to get paid by the same platform that pays for uploading videos after 1,000 views. To become part of the TikTok Creators Fund, in addition to having reached the age of majority, you must have at least 10,000 followers and accumulate 10,000 views in the last 30 days. To get an idea, there are estimates that a tiktoker can earn around $100 for every 10,000 followers.

No comments:

Post a Comment

Top Posts