Behind the success of TIKTOK: two days of ice and fire

On the first day of 2020, the International Edition, or TikTok, was once again branded a “cyber threat” in the United States, where the U.S. Army banned officers from using TikTok, and the U.S. Navy recently issued an order banning the use of TikTok on government phones. Phones that say they did not uninstall the app are prohibited from using the Navy’s internal network.

Ironically, two months ago, the U.S. Army continued to interact with young people on TikTok in an effort to recruit more recruits. In 2018, the U.S. Army Recruiting Command also recruited Tik Tok, with notable results. The True Scent Law cracked the face of the U.S. Army.

Of course, it’s not the first time TikTok has been considered a “cyber threat” by the U.S. government. As early as early 2019, the U.S. Federal Trade Commission (FTC) issued its first warning to TikTok in the name of illegally collecting personal information about children by video social product musical.ly, or TikTok, which ended with TikTok agreeing to pay a $5.7 million ($38 million) settlement.

As China’s more successful products in oversea market, TikTok this road has always been in the wind and waves, first the Indonesian government blocked, then the Indian federal government asked to go off the shelf, and then the U.S. government year-round search, TikTok is really too difficult!

Not only is TikTok closely watched by governments, but it is also seen as a strong competitor to Facebook, the world’s internet big brother, with instagram, Messenger and YouTube among its competitors considering TikTok a competition. And launched a series of countermeasures.

Only three years out to sea, even the entire product appeared only four years, how this young short video social software step by step to the internet wave of the wind? In the rapid development of the back, have experienced what kind of ice fire two days? As a Chinese application to the world, how to walk into the world, appear in different groups of mobile phone interface?

Short video craze sweeps the globe as dark horse Tik Tok snaps waves

2016-2017 is a year of explosive growth in short video, with fast-hand, volcanic video, watermelon video, micro-visual and other short video applications developing rapidly. Shake sound this dark horse from many short video APP stand out, inserted into the wings flying to the international, there is a “Yanyan Anzhi Hongxuan’ ambition” of pride.

Behind the success of shaking sound: two days of ice and fire

A brief history of the development of TikTok (overseas version) by Hunting Cloud Network according to online public information

India has been a major driver of TikTok downloads in the App Store and Google Play, followed by China, in more than 200 countries and regions around the world. In addition, TikTok is popular in the United States, Turkey, Russia and other countries.

Behind the success of shaking sound: two days of ice and fire

According to IT199 public statistics, TikTok downloads are counted as data for the year 2019.

According to sensor Tower data, TikTok’s global download splinners surged in the first quarter of 2018, with the main driver of its rapid growth coming from the Indian market. The number of Indian users who installed TikTok for the first time in the first quarter of 2018 was estimated at 88.6 million, 8.2 times higher than in the same period last year, with 99% of the installs coming from Google Play.

Behind the success of shaking sound: two days of ice and fire

TikTok Global Downloads (2017.1-2019.9) according to Sensor Tower

TikTok’s global downloads grew rapidly throughout 2018, but growth slowed abruptly in the first quarter of 2019 and even bottomed out in the second quarter. This is closely related to the attitudes and policies of different countries in TikTok’s time at sea.

In the first and second quarters of 2019, TikTok’s global downloads declined as the Federal Trade Commission (FTC) accused TikTok of illegally collecting information about children.

In April, India’s Chennai High Court declared TikTok “encourages pornography to be harmful to children” and asked the local government to ban the app and massly remove offending videos. 15, the court joined forces with India’s Ministry of Electronics and Communications Technology to ask Google and Apple to remove the app from their respective App Stores in India. After a week of weeks of whirling and fighting, TikTok was back online in India.

India and China topped the list in terms of TikTok’s user base. In 2019 alone, India’s users had 277.6 million downloads, or 45% of global downloads. At the same time, 45.5 million downloads were made in China, accounting for 7.4% of the world’s total.

Although downloads do not reflect the use of a product, tikTok’s monthly activity exceeded 200 million in mid-2018, but no new data on TikTok’s follow-up has been released since then.

In June 2018, the official announcement of the sound of the sound of the day exceeded 150 million, monthly live exceeded 300 million. In October, the number of live users exceeded 200 million, and the number of live users exceeded 400 million. At the beginning of January 2019, 250 million live, more than 500 million monthly living. As of July, the world’s monthly activity exceeded 500 million. On January 6 this year, the official announcement, the sound of the sound of more than 400 million live.

Although no international version of the data published, but from the domestic version of the data, it took only three years to live to exceed 400 million. At the same time as the rapid growth in the country, TikTok only a year and a half out to sea can do 200 million monthly life, it is not easy.

Behind the success of shaking sound: two days of ice and fire

According to Sensor Tower, Total Global Revenue from TikTok (2018.7-2019.7)

ByteDance and its overseas version of TikTok recorded record revenue in July 2019, according to Sensor Tower store intelligence data. Its in-app purchase revenue reached $11.7 million, up 290 percent from its forecast revenue of $3 million a year earlier.

Chinese iOS users reportedly spent nearly $8.2 million on currency in July last year, accounting for 70 percent of the world’s app store and Google Play revenue. At the same time, China was also the main driver of global revenue growth, rising 777 percent year-on-year, well above the global average.

By contrast, U.S. users spent about $2.3 million on currency in July last year, accounting for 20 percent of global revenue, although it rose 42 percent from $1.7 million in July 2018, but was fairly flat compared with the Chinese market.

The 199IT data platform reported that it had earned $175 million worldwide through the App Store and Google Play Store throughout the life of TikTok. The main sources of income were China (48.3 per cent), the United States (35.7 per cent) and the United Kingdom (3.9 per cent).

Three years at sea, TikTok handed over the results, shocked the world, became China’s most successful products. Although I do not know whether there will be a rising star, but has reached the situation of the ancients.

Although there are weChat, Alipay, cheetahs and other cases of going out to sea, but before the Chinese application of products out to sea only in the global sea microwave, TikTok changed the previous calm, curled up in a wave, directly to The Facebook headquarters in California.

Rocking Facebook’s status: TikTok’s viral spread

The rise of apps such as TikTok highlights the underlying fatigue of users on established social media, who are eager to showcase themselves with new apps and platforms. Against this backdrop, TikTok’s wave of short video socialnetworks around the world is enough to send social itbossed Facebook into a panic.

Long before the 2017 headline-grabbing musical.ly, Facebook showed strong interest in music.ly, which focuses on young people’s short video social, and even managed to buy it, but the foot, kicked by Zhang, or directly in Zuckerberg’s face, was a shot.

This foot, really kicked Zuckerberg, also kicked Zuckerberg.

In November 2018, Zuckerberg, holding a short video product, Lasso, intends to declare war on Zhang through Lasso. But the product, hatched under Facebook, is a TikTok fake, no matter how you look at it.

Fake sand is more realistic, it is only a fake after all. The product has a 3.9 rating on google play and is less than one percent of TikTok’s monthly downloads, far behind TikTok and Instagram. Also from Facebook, Lasso’s daily living and user ratings are significantly lower than Instagram’s.

Ryan Hoover, founder of the Product Hunt website, says that once users know that Lasso is a Facebook product, they associate it with the platform’s earlier community and culture and refuse to use it.

In addition to copying products, Facebook has launched a new video feature on its Instagram account called Reels that lets users create 15-second clips through a variety of video editing tools and a rich music catalog, and begin testing in TikTok’s relatively weak Brazilian market. But both the video-music mode and the video’s time and clip are the same as TikTok’s. This is not to avoid the Name of Facebook’s crown but to copy and paste the name.

Why is the emergence of TikTok scareing Facebook into a black hole of copy-and-paste? User churn, declining daily activity, and ad changes may be telling.

Behind the success of shaking sound: two days of ice and fire

According to Facebook financial reports, Facebook’s monthly and daily live activity for 2015-2019

It’s not hard to see from the chart information that Facebook’s daily and monthly activity have been driven by steady growth. And daily/monthly activity is roughly maintained at about 0.6, and the closer to 1, which means that the user is more viscous. According to the data published by Shake Sound, the daily/month lying factor for domestic users of shake sound continues at 0.5.

Founded in 2004, Facebook spent seven years growing from 2004 to 2011, when it lived more than 500 million dollars a month. According to figures released last September of more than 500 million monthly activity, it took only four years. TikTok’s growth has been rapid and direct compared to Facebook’s steady growth.

Second, TikTok spread virally around the world through the social language of short video. The 15-second shot, the silly clip, with brainwashing, will push the finished short video straight away.

It’s a social approach based entirely on self-presentation, where video producers don’t need to go out, don’t need to be carefully laid out or packaged, and can appear on camera as original creators. This is a new model of human interaction for privacy-conscious Western countries, for socially closed Japan or for muslim countries with restrictions on women. They can form a new and unfamiliar social circle by commenting, video content output, and browsing videos.

You can watch the world from home, and this new model is different from facebook or Instagram, where acquaintance-based images and text socialises are different. And Facebook specializes in social software, while TikTok is targeted at short videos that extend social. In such a new social mode, it reaches a wider range of users, user acceptance is higher, it is more likely to impress The user base under Facebook’s traditional social, resulting in user migration.

Fragmented, immersive short video short video mode, with the algorithmic recommendation mechanism of the precise push, as soon as the sound brush screen open, the audience’s only empty time will unknowingly pass in the sliding video. TikTok’s share of users’ free time increases, and so does the value of TikTok.

Traffic is king of the Internet era, the loss of traffic on the destruction of products is fatal, although in a short period of time can not shake Facebook’s position, but in terms of Facebook’s third quarter 2019 financial results, its mobile advertising revenue accounted for 94% of advertising revenue, that is to say, Most of Facebook’s advertising revenue is generated through advertising on its clients.

As an advertising platform of the same nature, TikTok has split the cake that originally belonged to Facebook, in which case TikTok is already a water-fire incompatible for Facebook.

Now TikTok has started advertising on its platform, competing head-on with companies such as Facebook and Google. In addition to having a full-screen (vertical) ad experience, TikTok can also advertise through a number of columns of video stories, challenges and other immersive form of feeling, which is easier for users to accept than Facebook and google direct implants. Let users participate in the tag challenge, but also let the user invisible participation in the dissemination of advertising.

According to a set of data released at the TikTok Cannes International Creative Festival, TikTok’s label challenge, brand takeover, and feed-in advertising, have seen 5.4 times more ads than traditional brand ads or feed ad models, 12.6 times more good feelings and 3.5 times more preference.

In addition, TikTok gets a lot of fans without paying for Facebook, and the accuracy of its fans is relatively high. When fans and traffic accumulation to a certain extent can apply for blue V certification, and domestic blue V certification has a lot of privileged functions, low threshold, a year 600 yuan certification fee, overseas version is still in the testing stage, the threshold is higher, but may be lowered in the future.

Blue V certification provides the conditions for TikTok’s traffic cashing out, linking to Amazon stores, platform stores and stand-alone stations via video tape, or through YouTube, Instagram, and stand-alone stations to guide themselves in subsequent conversions. Precise algorithm recommendationand and easy-to-use creative conditions for the user community to reduce the threshold of explosive content, so that each user has an equal opportunity to earn traffic.

Some media have analyzed that TikTok’s future path is only two, one is the annexation of Facebook, the international flash after the left to the post-person review, the other is with the Facebook Chamber of resistance, or walked away from Facebook for many years of the boss, their own monopoly. But either way, for tikTok now, is unknown.

Tik Tok, who managed to sail out to sea on the shoulders of his predecessors

Despite Facebook’s technical attacks and a flurry of political tactics from the U.S. government, there is no denying that TikTok continues to move forward in a vibrant manner in the face of difficulties.

TikTok’s success at sea may not be an accident, and the previous WeChat, Baidu, Yahoo and other Internet giants to explore the road is also inseparable.

Seven years before TikTok went out to sea, Ma huateng set his sights overseas, and his only promising product at the time was WeChat. “I’ve been able to get out of the international game in my life, and in Tencent’s case, at the moment I’ve only seen WeChat as a product, ” he said. ”

There are rumors that Ma Huateng will be 2 billion yuan allocated to WeChat internationalization, of course, whether or not there is no investment of 2 billion, but also indirectly explained that Tencent for WeChat out to sea put a lot of energy. Signing Up Messi to be a global spokesman, LaeNeymar advertising, and even overseas publicity, have realized Ma Huateng once wanted to push WeChat to the international desire.

WeChat and Quixote are also used as domestic phenomenal products, why is TikTok popular all over the world, and WeChat is frustrated? This may be inextricably linked to the localization of products.

WeChat almost moved domestic products abroad without any localization. Many of the interfaces and functions adapted to the domestic country are influenced by different cultures and situations abroad, which makes WeChat’s life abroad seem out of place.

“WeChat’s product design is entirely in line with Mr. Zhang’s vision and has many features that are very popular in China, but they are not very popular with Indian users,” said Humanshu Gupta, Deputy Director of Marketing Strategy at WeChat India, 2012-2015. ”

And TikTok is almost a foreigner, and he has gone out of the country. Initially, TikTok ran a large number of ads on google, reaching full coverage, high-precision promotion, opening up overseas visibility, to absorb users.

In operation, TikTok operates locally. The most representative case of localization in operations is the development of TikTok in Japan. Japan is a very special country, although it and China’s cultural background, geographical location are similar, but it is also the most culturally closed country. A brand new product is difficult to develop without a good integration into Japanese culture and the local way of life. And before Baidu’s failure is fundamentally related to the lack of local operation.

Against this backdrop, when TikTok first brought the team into Japan, it began to prepare for localization, bringing in local Internet talent into the company, hiring Japanese executives to join the company, and gradually shifting decision-making power to the Japanese branch of its Headquarters, with more independent overseas operations. In this way, to meet the needs of the overseas user base.

In addition, TikTok has partnered with a number of local organizations in Japan to provide more local content. On the track of the background music, a partnership with Avex, the Japanese entertainment giant, has opened up access to 25,000 tracks to Asian users.

In 2018, TikTok created more than 280 official themed challenges in Japan, most of which are the most popular music in Japan today. This year, TikTok also launched the TikTokSpotlight “Musicians” Program, which selects and supports outstanding independent musicians through the TikTok platform. In the advertising campaign, TikTok invited Japanese super-popular singer Peng Weiwei, women’s idol group E-Girls and other endorsements.

In addition to Japan, TikTok’s popularity in other countries is also very local. In the U.S., TikTok has raised awareness in the U.S. driven by talk show host Jimmy Fallon’s Rolling Challenge. At the same time, TikTok strongly encourages the production of indigenous original content, using simple labels to classify, so that users can see people and things from all walks of life on TikTok. These measures have turned TikTok into a public discussion circle in the local mainstream society

Local operations and advertising have opened the door for TikTok to different countries. Meanwhile, TikTokMusic’s acquisition of Music.ly is also a boost to its internationalization. As a music short video community, more than 90 percent of music users are under the age of 21. According to data, Musical.ly has a global monthly capacity of more than 70 million, daily activity of nearly 20 million, north America’s daily capacity of more than 6 million, and has long occupied the top of the North American APP list.

TikTok acquired Music.ly three months after it went live, not only using Music.ly’s own fame to open up its market and popularity in North America, but also internally digesting Music.ly’s users, taking the first step in internationalization.

Dramatically, Mr Ma also had the opportunity to buy WhatsApp, the market’s social product leader at the time, but missed the opportunity. TikTok is better at time and opportunity than WeChat has been in terms of difficulties.

In addition to WeChat’s experience, Baidu’s precedent of going out to sea has also helped TikTok avoid problems in future promotion. In 2007, Baidu set up a Japanese branch, has hired Sony, Yahoo!’s former executives to expand business in Japan, the big publicity behind the nose gray. In 2015 Baidu Japanese search engine shut down, Baidu search engine out of the sea also failed.

TikTok has more room to go out to sea than Baidu’s previous trips. Baidu had Google and Yahoo in the market before entering Japan, and strategically not fully localized, failure seems doomed.

Before TikTok went out to sea, the short video wave has not swept the world, leaving TikTok with a lot of room for development, while the success of the sound in China, but also for TikTok’s short video mode optimization laid the foundation.

The master of the front car, the master of the rear car. TikTok’s success has been a new way out to sea, which has been explored by standing on the shoulders of its predecessors, constantly innovating and constantly exploring it. In addition, TikTok’s opportunities at sea, instant acquisitions, and the new model of short video socialism have not yet been rolled out in the global market, all of which are essential conditions for TikTok’s success at sea.

Application of products to the sea long road, the future can be

The long road out to sea, TikTok walked three years, hot around the world. Did it work? It’s a short video, but tikTok and the ByteDance behind it, it’s just the first wave to roll up on the world’s internet, and it looks good, but it’s also at risk of falling away at any time.

Although the international boom is still on the cards, the quality of TikTok’s short video content, the protection of user privacy, the degree of commercialization is relatively low, the user retention rate is insufficient in its short board, in the future still need to be improved. Meanwhile, parent company ByteDance has yet to respond to a series of U.S. government operations, and it is unknown what decisionS ByteDance will make about TikTok.

Zhang Yiming once said: with international products, do localcontent. Behind the TikTok boom is the thousands of Chinese applications that are going out to sea or are about to go out to sea. They may be able to stand on the shoulders of their predecessors and forge their own paths, as they once did. Or to copy the TikTok model to make the next burst.

At the same time, the era of 4G in 2019 has passed, 2020 5G is coming up, 5G technology development will be saturated on the basis of 4G technology on what new changes, what impact on the Internet, the future of short video, TikTok’s future or the future of China’s sea applications, In the new era of 5G will be Kangzhuang Avenue or muddy track, the future is possible.