Shaking the sound of “ruling” young Americans

During the outbreak, ByteDance’s Shake Sound and its international app, TikTok, ushered in a new wave of downloads, cementing its position as the world’s most downloaded mobile app. The world’s leading data analytics platform, Sensor Tower, reported on Wednesday that total downloads from the App Store and Google Play exceeded 2 billion, a record.

From 1.5 billion downloads to more than 2 billion, it took just five months for The Sound and TikTok.

Of these, TikTok, which is the main international market, downloaded 315 million times in the first quarter (below), setting a single-season download record for any app in the world and breaking its own world record of 205.7 million in the fourth quarter of 2018, up nearly 60 percent from a year earlier. In February alone, it achieved 113 million downloads.

In response, Craig Chapple, mobile strategist at Sensor Tower, commented:

TikTok’s continued rise provides a broader foundation not only for short-term success, but also for keeping existing and potential competitors out of the market in the long term.

01

Users spend a lot of money

With downloads soaring, TikTok’s revenue can’t be described as being water-strapped, and can be said to be submerged in a sea of money: to date, users have spent about $456.7 million on TikTok, up from $175 million five months ago.

The U.S. is the third-largest market with 165 million downloads, but it is the proudest group of overseas users, contributing $86.5 million to TikTok, nearly a fifth of total revenue. Of course, it was Chinese the hardest to spend, at $331 million, accounting for more than 70% of total revenue.

By contrast, while Indians have been very active in downloads, accounting for 611 million downloads, more than three times the number of downloads in second-place China (196.6 million), they are not spending actively and none of the top three in the revenue contribution list.

02

Where’s The Strong?

Why did TikTok achieve such a bright result with a Chinese app that was only available in the international market in 2017? Many app downloads have increased dramatically during the outbreak, so why does TikTok dwarf other apps?

TikTok was originally born out of the sound, both software is known for user-made short videos of the virus. Spending boring time, finding happiness, and video shopping are their biggest selling points, and the more leisure time users have, the more boring users, and the more users they are willing to share, the more opportunities there are for both apps.

In the past few months, the global epidemic has hit the revenues of countless companies and knocked out a large number of companies, but it was a disaster for Mr. Seon and TikTok: more than 3.3 billion people in more than 100 countries around the world stayated at home, and demand for entertainment, online shopping and so on surged, providing them with a huge pool of potential users.

Forced to ban foot will disrupt the law of people’s lives, so that many people feel bored or even depressed, the spread of death and other negative news is exacerbated by the negative atmosphere, many people need to find something relaxed and pleasant to achieve the inner balance. TikTok is just one of the best choices.

03

Great success in the United States

In the U.S. market, TikTok didn’t make much of a entry in 2018. ByteDance acquired the US app Music.ly in 2017 and closed the company a year later to merge it with TikTok.

Many companies and start-ups in the U.S. have tried to compete with TikTok on several occasions, but none has reached its popularity, and TikTok continues to expand.

In the first quarter of this year, TikTok downloaded 26% more than WhatsApp, the world’s second most popular app, with nearly 250 million downloads. Over the same period, Facebook has 186.1 million downloads and Instagram 151.8 million.

Teenagers and twentysomethings like TikTok best.

U.S. survey data show that Tiktok in the United States young people not only the growth rate of users is amazing, the past six months live user growth of up to 50%, the more surprising figure is the user browsing time, 18-year-old users accumulated browsing time of up to 858 minutes per month, meaning that a single user watch more than 13 hours a month …

Its 15-second short video is popular with these young American users, and it can be paired with pop music, can be beautiful, and a variety of quirky features to change the characters in the video. TikTok also has a live-streaming feature that allows viewers to post instant comments on the video, and these gushing comments are so enjoyable that many people can enjoy it.

In general, TikTok is a piece of software characterized by entertainment, quirkiness, and hyper-interactiveness.

Its creative patterns are also unusual. Users who want to post content are immediately recruited into group challenges and hashtags, or get some pop songs as material. The threshold for short videos is low, the risk is low, and a large audience seems to be within reach, and even if you’re just there, you can get a very high level of attention and likes.

During the outbreak, many people produced TikTok short videos, some of which inspired large numbers of video retweets, which greatly boosted software downloads.

In a crowded bathroom, for example, five people huddled in a stained bathtub singing to their mouths. A family of four performs a dance in a suburban garden.

There are also some videos directly related to the outbreak. For example, a man’s father is dying. Someone was dancing in the empty ward. There is also the picture below, a group of nurses dancing:

For teenagers who are stuck at home, TikTok replaces the functions of public social spaces such as classrooms and stadiums to meet their need for new and different spaces. For adults, TikTok has replaced traditional social venues such as bars and cafes as one of the best tools to dispel boredom in the air.

For others who are unemployed, becoming a red-faced person has become a profession. “I want to be a content creator and make people laugh,” says Akafi Ali, 24. He quit his job as a cashier to pursue his TikTok dream. In the video, he quipped: “Everyone goes to the supermarket to grab toilet paper! Are you serious? Wash with water without paper! “

Akafi Ali also says that if you upload a video, you’re likely to get 100,000 views in the first hour. This huge number of hits fully meets the psychological needs of young people who desire attention.

A number of nurses, teachers and medical professionals have also started using TikTok to inform the public about the approach to appropriate safety measures. There are also people showing cooking, flowering, make-up, games, music, movies, tutorials and so on, the content is varied.

On Thursday, Chicago Mayor Lori Lightfoot put on her dancing shoes and announced the city’s first-ever virtual high school graduation ceremony, hosted by prominent talk show host Oprah Winfrey. The city’s 25,000 senior high school students and thousands of students at private schools missed out on events such as proms and graduations because of the outbreak.