What The Fuck Is Tik Tok
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What The Fuck Is Tik Tok
A social platform can’t scale without attracting normal users.
Over the past several months, TikTok videos have begun to go viral beyond the platform, racking up millions of views on Twitter and Instagram. They’re easy to identify once you’ve seen a couple : 15-to-60-second-long clips set to music; often featuring someone lip-synching, dancing, or doing a trick; with TikTok’s logo—the letter b , styled to look like a music note—overlaid on top. And the edits are fast: Watching too many in a row can feel like you’re about to have a brain freeze. They’re incredibly addictive.
The Instagram account @selfies_food_and_pets was early to catch on to TikTok’s viral nature, racking up hundreds of thousands of views by sharing the best of the platform early on. But now it feels like every mid-level memer is posting the videos regularly. Even non-famous 14-year-olds have started interspersing them between other photos on their Instagram page.
Some of this rapid growth is due to an aggressive marketing campaign. ByteDance, the $75 billion Chinese tech conglomerate that owns TikTok, merged the app with Musical.ly, a similar app it also owned, in August. Since the merger, ByteDance has advertised the app seemingly wherever young people turn: TikTok ads are all over Snapchat and YouTube; there’s even a wall plastered with the TikTok logo in Bushwick, Brooklyn.
YouTube may be down, but TikTok is alive, awake and never better #StayWoke #YouTubeDown #MakeSocialFunAgain pic.twitter.com/sjEw8Si4Bj
As with any new short-form-video app, TikTok has invited debates about whether it’s the next Vine (nothing is) or Snapchat (also no). But TikTok is hard to categorize. It’s a social network with an impressive suite of video-editing tools, Snapchatlike AR filters, and features that let you sync your video to nearly any soundtrack you can think of. Lots of content on the app is lip-synching, but some of the most popular videos are of people dancing, cooking, doing Zach King–esque magic tricks, playing with pets, and reenacting comedy skits and old Vines.
The category most people on the broader internet use to describe TikTok is “ cringe ”: It’s so painful and embarrassing that a viewer can’t help but laugh. There are endless TikTok cringe compilations on YouTube, many with millions of views . Earlier this month, a thread of “cringey” TikTok videos went viral on Twitter. In one video , a woman standing in front of a bathroom mirror does thumb movements to a Yo Gotti and Nicki Minaj song before panning up to reveal that she’s filming by holding the phone in her mouth. In another , a man wearing a Walmart vest dances emphatically to Rihanna’s “S&M” in front of a Confederate flag in his bedroom.
Because the app merged with Musical.ly, which most people associated with children, there’s a prevailing notion that adults who make content on TikTok are creepy and weird. “Adults are just learning what it is and getting on there,” Jack Wagner, a popular Instagram memer and internet personality, told me. “I haven’t seen one piece of content on there made by an adult that’s normal and good. To be a grown adult doing a cute karaoke video on an app and trying to make it go viral is odd behavior.”
But most adults using the app aren’t trying to go viral: They’re making TikTok videos because it’s fun. As Kyle Mabson, the Instagrammer behind @selfies_food_and_pets said, “A large portion of people on there are just like, ‘I love this Evanescence song and I need to show people my interpretation.’” In a world where everyone’s content inevitably begins to look the same , TikTok videos feel bizarre and new. It’s an app full of people posting strange content to the internet with zero self-awareness or shame. That’s easy to mock, but it’s also what may lead to TikTok’s success.
13. this show is a cancer to society pic.twitter.com/66Bmt9Gnyq
For any platform to become mainstream it must first become less cool. Many people thought that anyone older than 18 posting photos to Myspace, sharing their life on Facebook, blogging on Tumblr, staging photos on Instagram, or using Snapchat was cringey. Some people still do, but for the most part, using these platforms has been normalized. Besides, everything about social media is mortifying and cringey, but it gives us an outlet for expression and a way to connect with new people, so we use it.
This is not to say TikTok will necessarily be the next massively popular social app—that depends on myriad other factors. But for a social platform to successfully grow, it must reach the confused parents, the people who don’t quite know when the camera is recording, the ones who get a little too personal, or who aren’t Instagram-influencer attractive but have the gall to put themselves out there anyway. TikTok doesn’t need to cater to a subset of blasé hyper-online edgelords to reach masses; it needs to appeal to average users. And while the internet is hating or making rude edits , TikTok is saturated with locals having a great time.
To succeed, a platform also needs to welcome niche communities. TikTok is home to groups of contortionists, furries, cosplayers, fitness gurus, new parents, nurses, cops, Marines, adult babies, goth kids, and more. Some of the most popular TikTok cringe compilations and Twitter threads mock these people, but users in these communities say it’s the internet bullies who don’t get it.
Our favorite cover of “Stand by Me.” 😍 pic.twitter.com/qcVTwiPvI5
Natalia Mitchell, a college student who identifies as a furry and asked to be referred to using gender-neutral pronouns, posts videos of themself dancing in a fox costume. Mitchell said they noticed a spike in harassment over the past couple of months after TikTok began heavily advertising on YouTube, and believes some people sign up for TikTok just to make fun of users like them. “If you’re abnormal in any way, shape, or form, kids will come on and make fun of you,” Mitchell said. “LGBT, disabled, or anyone in a fandom that’s anything outside of the norm [will get harassed]. I don’t really let it get to me; it’s just horrifying to see which direction the internet is going.” Despite the harassment, Mitchell said they still “genuinely enjoy” using TikTok and won’t stop posting.
And besides, TikTok stars may get the final laugh. As viral cringe compilations continue to spread, more people are becoming aware of the app and downloading it, and many who do love what they find.
“TikTok is not merely an app, it’s an experience. It’s an avenue to a different world,” Hardik Rajgor, a writer in India, recently explained in a piece defending the app . “It’s not populated only by your friends, people like you, or those belonging to the same economic, social, and cultural environment as you … On TikTok, there’s place for everyone, and that is its beauty."
“Man,” one man recently wrote on Twitter , “i swear i’ve seen some of the best content ever on the godforsaken app that is tiktok.”
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Fifteen-second videos seem fated for the graveyard of apps.
Technically, Musical.ly is dead , and Vine has been rolling in its grave for years, now. But the spirit of seconds-long videos of tweens lip-syncing, Lele Pons pretending to be funny , and endless, sometimes dangerous meme challenges lives on in the TikTok app .
The essence of streaming success is its longevity, or lack thereof. In Vine’s heyday, it was pumping out future YouTubers in six seconds or less, until the app couldn’t afford it anymore. Vine co-creator Rus Yusupov settled on HQ Trivia , an potentially short-lived internet gameshow with limitless participants. Vine 2.0 died before it even got a chance to breathe. And Musical.ly, its successor, has been swallowed up by Beijing-based ByteDance Technology, a streaming machine hoping to capture the attention of America’s app-addicted teens.
To its credit, TikTok, known as Douyin in China, is the world’s fastest growing app . Launched in September of 2016, it had 150 million users before enveloping Musical.ly, which boasted 100 million unique users of its own. Now, the branding on TikTok includes “musernames,” the same lingo Musical.ly used with its “musers,” and the app icon itself is the combined logo of both TikTok and Musical.ly.
Upon downloading the app, you can watch TikTok videos without creating an account — but if you do decide to build your own profile, you can follow other “musers,” like videos, and, of course, make your own. The interface is similar to Snapchat, with the ability to add sounds and song snippets from TikTok’s vast library of 15-second clips. There are also plenty of special effect options, filters, and an option to add videos you’ve created directly from your phone.
Part of TikTok’s appeal is supposed to be a broader genre than the standard Musical.ly fare. Unlike Vine, the focus is still on music as opposed to comedy. TikTok videos are pretty limited to, yes, lip syncing, but also dancing, parkour, challenges, magic tricks, “fails,” lip dubs, and even “aesthetics.” It’s not particularly groundbreaking, and a lot of the appeal definitely stems from sexy outfits and dance moves — some of the same traits that Musical.ly caught fire for.
Ever heard of Live.ly or Captioned ? Have you downloaded the IGTV app yet? How about YouTube Red , what’s the status of your subscription? You probably don’t have any of those products, nor any interest in them, right? Let’s face it: YouTube and Instagram are miniature economies in their own right, but it’s so far proved impossible to replicate the success of either. Vine and Musical.ly were fun while they lasted, but their respective stars fle to YouTube monetization, Instagram sponsorships, and brand deals when it comes to making a living.
Plus, those platforms rely on building an audience with disposable income. Ads weren’t enough to save Vine, and TikTok doesn’t seem to have ad space yet. “ Musers ” who have built successful brands , like Loren Gray, the LaBrant family, and Baby Ariel all have some combination of merchandise lines, fledgling music careers, and, most importantly, a YouTube channel.
Of course it’s possible, and seemingly easy , to become a profitable social media influencer. But it takes more than 15 seconds of fame. The question is, can TikTok hold anyone’s attention that long?
What the fuck is the point of TikTok?
New comments cannot be posted and votes cannot be cast
Anything and everything you’ve ever been TooAfraidToAsk.
It's just people pretending to sing or people being terrible actors. How is this so fucking popular.
Edit: At least it gives Slazo video material
Well vine and music.ly were shut down so it was supposed to be the next app that combined the two. But it ended up with a lot of creeps on it.
It’s always cringey shit, too. Couldn’t tell ya.
It's to keep all of the speds of the internet in one place
It’s a meme at this point. 99% of it is parodies of musical.ly that are supposed to be cringe. Still pointless though
I don’t see why TikTok is different than Vine? I used to have a fairly popular vine account and I’m not seeing too much of a difference. I guess people tend to not upload the same kind of content to TikTok... but it’s just a nicer interface for vine.
I think if people used it that way, it would be more popular. I know people are always begging for vine to come back.
I have a love hate relation with TikTok. I hate the app, but my god are the trolls on that app funny as shit
It stopped musically kids from coming to YouTube like the viners did
It's so the people who used musically before it shut down have somewhere to go instead of infecting YouTube. It's a containment app.
So far ive only come across people glorifying their bodies
It used to be for lip sync, now I’m not so sure...
The point is supposed to be entertainment. Bad entertainment from the looks of it.
It's to keep the little tumour people all in one place; contained.
there was a dude who got a nerf gun and walked into a door saying "Furry Convention"
I'm starting to think all those TikTok posts must be ads too, srsly
Isn’t their a similar site called triller to, my Instagram feed seems to be filled with these lip sync/belly dance/ street dance videos these days, I get it sex sales so attractive girls dancing will always get views and attention but it is creepy the amount of followers and comments some of these who are barely 18 (and probably younger) get
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