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Tiktok Platform Analysis

Tiktok Platform Analysis

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Sade Wyche
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769 views22 pages

Tiktok Platform Analysis

Tiktok Platform Analysis

Uploaded by

Sade Wyche
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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EHCYW EDAS - 1 TNEMNGISSA

BUSI 265

TIKTOK
TIKTOK

A MEDIA ®
PLATFORM
DEEP DIVE
TODAY'
TODAY S
S

OUTLINE
OUTLINE
OVERVIEW OF THE
MEDIUM
TARGET AUDIENCE

USER EXPERIENCE
ADVERTISING SCOPE
BEST IN CLASS
MARKETING

REVENUE
THE FUTURE
WEIVREVO
WHAT IS IT ?
TikTok is a chinese video-sharing social networking service owned by
ByteDance, a Beijing-based Internet technology company founded in 2012
by Zhang Yiming.

THE MISSION :
“The app gives our community excitingly simple tools with which to foster
their creativity and power their entertaining short-form videos.”
-Vanessa Pappas, Interim Head of TikTok

FOR GOOD , DEVELOPERS ,+


BUSINESS

Implemented programs within the platform to assist and aid the community
and supporting companies
YIMING ZHANG, FOUNDER, CEO, AND
CHAIRMAN OF THE BOARD
2014
Music.ly, the first extremely
popular lip-syncing app, was
launched in Shanghai in 2014

2016
ByteDance launched a similar
TIKTOK'
TIKTOK S
S

service, Douyin, attracting over TIMELINE


TIMELINE
100 million user between China
and Thailand within a year

2018
ByteDance wanted to expand
under a different brand, and
bought Music.ly, rebranding it
into what is now: TikTok
TARGET AUDIENCE:

100
MONTHLY
MONTHLY
MILLION
MILLION

ACTIVE
ACTIVE USERS
USERS
50+
7.1%

40-49
13.9%
10-19
32.5%
" DISTRIBUTION

OF TIKTOK

USERS IN THE

30-39
UNITED

STATES "
16.4%
BY AGE GROUP

20-29
29.5%
Male
41.2% " DISTRIBUTION

OF TIKTOK

USERS IN THE

UNITED

STATES "
BY GENDER

Female
58.8%
GEN Z

All about technology SMARTPHO


Enjoy other people NES
Competitive
Welcoming of change
Diverse
Outspoken
ENTREPRE

NEURIAL
GEN X

Dubbed America's INDEPEN


"neglected middle child" DENT
Direct
Embrace feedback
Hybrid relationship with
technology "His success on the app wasn't
expected, but Supreme said his
Work-life balance approach appeals to teens who
don't conform or feel they fit in"
-Vermin Supreme, 58
USER

EXPERI

ENCE

7th leading social networking site


used by teenage and young adult
online users in the United States
as of 3rd quarter 2020.

Home: Following + FYP


Discover
"+"
Inbox
You
"+"
Video creation page
Option to choose between 15s
or 60s
Features: add sounds/music,
filters, text
Self-timer
INBOX

Notifications landing page:


Likes
Comments
Direct messages
Mentions/Shares
News (from TikTok)
YOU

Profile page
Shows number of likes,
followers and following
Private videos
Liked videos
Published videos
HOME
FOLLOWING
:& FOR YOU

The Personalized Algorithm--


Subset of users/ User
interactions
Watchability & share-ability
Publish date/time
Songs & hashtags
Evolving recommendations
DISCOVER

Search for hashtags, content,


songs, and users
Trending content
Home for brand-ads
0202 SENILEDIUG DNARB FM
ADVERTISING

SCOPE

HASHTAG CHALLENGES BRAND TAKEOVER ADS TIKTOK INFLUENCERS


Cost brands up to Include hashtags and Creators with 2.5 million
$100,000+ sponsored videos in followers or more can
between timeline charge around $600-$1000
per sponsored post
Cost between Charli D'Amelio, Addison Rae,
Chipotle, #PetBFF,
#RedNoseDay $20,000-$200,000 Zach King
e.l.f, Universal Pictures, Guess
BEST IN CLASS

MARKETING

THE

WASHIN
CHIPOTLE
GTON

POST
ELTOPIHC

#GuacDance
challenge
TikTok page has amassed
over 1M followers
over 250K video
submissions
430M video starts in just
six days
over 800K sales of guac
on National Guacamole
Day
NOTGNIHSAW EHT

Effective
targeted content
TikTok page has
accumulated over 720k
followers
TSOP

Channel is filled with:


funny, engaging videos
“behind the scenes” type
skits
REVENUE
“A spokesman for TikTok said that as a private
company, it doesn’t release its revenue numbers.” $176.9 revenue generated as of
MQ4 2019, 71% of all time
total

$62.4 M US contribution

$88.5 amount generated from


M user spending
GENERATED

THROUGH :
$300
IN-APP PURCHASES
ADVERTISING AVENUES total lifetime user
PERCENTAGES OF MONETIZED Mspending, as of Febuary
CONTENT FROM CONTENT 2020 from Google Play and
CREATORS App Store
THE FUTURE OF TIKTOK

NATIONAL
SECURITY
ONLY4% OF
INCREASED
MARKETERS
THREAT COMPETITION
USE TIKTOK
SCARE
WATCH NOW
FOR YOURSELF

Apple Store for iOS Google Play for Android

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