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As the world is becoming more advanced by the day, and as more technologies are being introduced, we see that people are becoming more and more impatient, especially teenagers. The younger generation prefers swift and speedy methods of interaction like WhatsApp, instant messaging on Facebook, quick uploading and sharing of images on Instagram. But one app that has taken the over internet recently, is the TikTok application. This application, also known as Douyin in China was branded as “TikTok” for the market internationally.

 Over the last year, TikTok became the most downloaded app all over the world. TikTok merged with “musical.ly” to create a larger music video community. Each video uploaded can be 15 seconds long, but the users can create larger “stories” by combining those short videos.

TikTok is not only used to make short videos, but it is also utilized to make brief shows that usually targets the youth. There are other similar apps like “Dubsmash” which is a platform for uploading lip-synching videos. TikTok has several interactive features. One such feature is the hashtag challenge, generally country specific but can also be done all around the world and the people who participate in the challenge are usually rewarded. The rewards are not just money but merchandise or a chance to meet the celebrity.

TikTok has over 250 million users and there are approximately 15 million videos uploaded on a daily basis. This app can be utilized in a great way. There are people who are professional TikTok influencers. These people strategize their content is a way where they can create brand awareness for a particular brand by making videos using their product. These TikTok influencers can help influence and change the minds of a large crowd as they have up to millions of followers viewing their content daily. The influencers’ content ranges from performing arts, dance, beauty, sport, fitness, fashion, art, food, comedy to way more. High-end brands use TikTok as an opportunity to market themselves and to sell their products.

Not only limited to branding, TikTok has reached to a point where overseas service providers are listing “TikTok” influencers as their specialty. Apart from this, awards and recognitions are also being given to the people who are competing on this platform. There are several TikTok influencers who have created a mark for themselves and have become extremely popular at a really early age.

KEY FEATURES OF TIKTOK:

· This platform has an exceptional number of videos available be it dance, music, fashion, etc., that makes it the perfect source of entertainment.

· It has a feature that gives one the ability to record themselves lip-synching or dancing to popular songs and videos, which just adds to the fun!

· Another feature of tiktok helps one to save the already recorded videos as a draft and use other videos that were previously recorded or are saved in the local storage.

· TikTok has a lot of filters and other elements that give one the opportunity to record and create their own content and become popular on this platform. Given below are few people who use TikTok to their advantage and have become extremely popular using their creativity and original content.

Top Tiktok influencers:


1. Lisa & Lena Mantler

Lisa & Lena Mantler, 16-year-old twin sisters from Stuttgart, Germany, have placed themselves on the high rank of social media platforms with their creative and engaging content. They make lip-synching videos and post it on their TikTok account, showing off their different and quirky personalities. With 32.1 million followers, they have rightfully earned their no. 1 place on the TikTok platform.

2. Baby Ariel

Ariel Rebecca Martin, professionally known as Baby Ariel, is an 18-year-old American actress and singer known to be a big-time social media influencer through her TikTok videos. She has over 29 million fans on her TikTok account and she was named one of the most influential people on the internet by Time because her content is creative and irresistible to the users.

3. Loren Gray

Loren Gray Beech is a 16-year-old American singer from Pottstown, Pennsylvania. She has an impressive amount of singers on her TikTok account. Her followers are more than 28.9 million. Through TikTok, she became famous all over the country and is now coming up with her solo albums. Her first solo album, “My Story” is out and she will come out with more in the future.

4. Kristen Hancher

19-year-old Kristen Hancher is one of the most popular fashion influencers on social media platforms, especially, TikTok. She uploads singing and dancing videos and has a fan following of over 21.5 million. Her estimated net worth is around $400,000 dollars.

5. Zach King

Zachary King, an American filmmaker and a vine star from Los Angeles. He is known to make short videos edited in a way that it looks like magic. His videos, also known as “magic vines”, are usually short six-second videos that are posted as it is or are combined to make a larger video. With over 15 million subscribers, Zach King constantly posts videos on challenges and has made a mark for himself on the social media platforms in the last few years.

Being a social media platform, TikTok has its own pros and cons. Even though TikTok is highly used for its originality and entertainment, it can have a lot of disadvantages alongside its advantages.

6. Aashika Bhatia:

Aashika Bhatia is an Indian actress and dancer who has worked in TV shows. She is also a very popular face on social media, be it instagram or tiktok. She is one of the top influencers on TikTok with 12.7 million followers. She attracts her audience with her vibrant musical videos featuring her friends and her family.

7. Avneet Kaur:

Avneet Kaur is an Indian television actress and dancer. She rose to fame with a reality show. Not only on television, Kaur has a huge social media presence as well. She has become quite famous on TikTok and has impressed a large number of fans with her videos. She is one of the top influencers on TikTok with 17.7 million followers.

8.Awez Darbar:

Awez Darbar is a well-known TikTok creator, Choreographer, Influencer, and entertainer. He is a TikTok comedian with more than 20.5 million followers and is famous for the comic, lip-sync videos and is the founder ofAce Production Company. He also collaborates with other TikTok stars to bring out quirky and funny videos for his YouTube channel.

Advantages of TikTok

· TikTok is an easy-to-use application. The search bar is located near the home button where the people looking for a particular kind of content can go and hunt for it easily.

· One can easily sign up to this app using their account handles from other social media accounts like Facebook, Instagram. They can also log in using their E-mail ID or their mobile numbers.

· Dubbing is one of the main ideas behind this platform. There are many background sounds of famous movie dialogues, songs, etc. Available for people to dub and curate content from.

· Any kind of music that is not available on TikTok can be used from the devices local storage without any hassle.

· TikTok keeps the information of the user private. There is an option available to block any kind of content or to block some users. One can even stop other people from making duet videos. Users can be stopped from doing a lot of things on the platform just to protect privacy.

· TikTok is a source of entertainment for many and an easy way for people all kinds of ages to gain popularity.

Disadvantages of TikTok:

· TikTok is an app in mobile phones, but there has been speculation to hopefully make a webpage where the content curators can make and post their content more easily.

· After recording videos on TikTok, there is no option for posting this video content on any other platforms.

· 15 seconds is a very short and limited time for a video, people are hoping that the time be increased and the videos are a little longer.

With the Tik Tok trend going more viral day by day, here we have listed a few points on how you can make the most of this trend in your marketing strategies!

  • Creating the right ad campaign on Tik Tok for brand awareness and collaborating the right talent with it.
  • The Right Time where most users are active between 8 am to midnight, with noon-time and the evening being the peak active time of users. Brands and advertisers should upload their ads around noon or after-work hours. By posting five times a week, you can flawlessly operate and market a brand page.
  • The Right content with
    – An Eye-catching cover photo.
    – Intriguing content with a touch of Tik Tok styles.
    – Proper background music.
    – Originality.

Lastly following users back is the key to success here. Try your best to reply to everyone who interacts with you to attract more followers for the brand pages.

To wrap it all up, Tik Tok can be seen as one of the most emerging trends aiming to change the scenario of social media networks. With brilliant usage of AI technology and video making strategies, Tik Tok continues to fly high in the social media platform.


  •  TIK TOK application gaining mass popularity among the young generation.
  • Influencer based business strategy.
  • It was launched in Sept 2016 and within no time reached 150 markets under 75 different languages.
  • Found usually neglected but an emerging trend for marketing.
  • Way ahead of ad products, the hottest new application right now.
  • A UK based marketing agency is offering digital marketing services and marketing specializing in Tik Tok influencer marketing- sociallypowerfull.com, also available in China.
  • Awards are also named after tik toks mass popularity-Shortyawards.com offers the award for the best influencer and celebrity under the tik tok campaign in social media.
  • The social network ecology is being surged by Tik Toks huge fan following.
  • Tik Tok surpassed the count of downloads of WhatsApp, youtube, and facebook by rising till 4.58 million downloads under the IOS support.
  • The creators listed their AI technology the reason for their massive success.
  • Tik Tok is not just restricted for music lovers and artists, it gives a large platform to all users for brand awareness.
  • A very different concept from Youtube and Instagram for raising awareness and building up a brand image.
  • Major feature including the level of pranks people loves on Tik Tok which can be used as a tactic for influencer marketing.

Manvi Jain

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