TikTok – Instant Fame and Viral Marketing

There was a time in not-too-distant memory when no one had heard of the new social platform called TikTok. Still, now the global video platform has been downloaded over three billion times. It had over 1.2 billion monthly active users in Q4 2021 and is expected to reach 1.8 billion by the end of 2022. The app is achieving a 142% revenue increase yearly, as it made a mesmerising $4.6 billion in 2021.

The platform has had a majorly similar trajectory in comparison to YouTube, as they created stars such as Logan Paul, KSI and many others who have gone on to create a movement not only on the internet but in the wider entertainment world such as mainstream TV and other streaming platforms, music, and film alike.

However, it seems as if it is more of a struggle for creators on TikTok at this current moment in time to spread their wings into other areas of entertainment and seem to be only staying on TikTok. But this is not true for all creators, as Charli D’Amelio, Addison Rae and Khaby Lame are the three creators who have been the most popular on the platform for the longest time and have all branched out into other areas of entertainment.

Even though some creators have branched out, they have not stayed ‘relevant’ enough to become more renowned as ‘entertainers’ rather they are usually known as ‘the guy/girl from TikTok’. It took multiple years for the stars of the past generation to be dropped from that label, yet some still hold them by such a label, usually the more cynical older demographic, mind you.

The biggest challenge seems to be grasping the attention of an audience long enough to convert them to becoming a fanbase, even just a steady viewership rate is difficult to attain on TikTok, as the whole concept of the platform is a series of never-ending black hole short, snappy, and entertaining clips. So, the whole concept of the app contrasts heavily against creators' growth in any way.

The most recent star on TikTok is Andrew Tate, more commonly known as ‘CobraTate’, although he does not have an official account on the platform, he has infected the platform and his fans have coined the app as ‘TateTok’, and no matter what you think of his somewhat archaic and extremely controversial opinions, it will certainly be intriguing to see the next steps that he takes to market himself further and develop his newfound stardom and fame.

It's not only aspiring entertainers who use TikTok as their main marketing platform, many brands use the platform as their main outlet to grow their brand. Most brands adopt a similar personality to that of a personal account, and it does wonders as the audience of TikTok, mostly aged 15-25, will lap it up and develop a personal relationship with the brands, but most people are not aware of these subtle tactics, as brands like RyanAir and DuoLingo are notorious for this.

One of the largest impacts that the app has is on the music industry, as there has been a complete transformation of the music industry in the last few years. Most songs in the charts now are deemed as ‘TikTok songs’, whereby they have a catchy few lines in the song that can be used as a viral sound on the platform, and this has led to a complete shift in the way that artists approach the creative process when making a song. Like most songs in the charts that do well on TikTok, most people would struggle to rhyme off any more lyrics than just the chorus.

There have also been many attempts of TikTok stars trying to capitalise on their ’15 minutes of fame’ as there has been a TikTok vs YouTube boxing event last year, and there is one planned in the next three weeks. Some boxing fans have pointed out how amateur the event looks, even in comparison to even YouTube boxing events, as most ‘fighters’ on the card are either doing it ‘for a laugh, to grow their audience or to promote their endeavours in other fields. It is much different to US TikTok star Noah Beck featuring in the Soccer Aid event the other week. This begs the question of whether the stars of today wanting to constantly create viral moments will have a detrimental impact on TikTok becoming a serious stepping stone platform for entertainers in the future.

Do you think TikTok will improve its brand perception in the near future?