TikTok, previously called Musical.ly, an application that allows you to record short videos, usually with musical voiceovers, dances, clips or humor scenes. The app reached the list of the most downloaded in the United States in October, counting 130 million users, and being ahead of Instagram and Facebook. The fever service among young Asian audiences, especially among Chinese, is also successful in Brazil. Famous influencers on other social networks, such as Winderson Nunes, have already hit the 200,000 fan mark on TikTok.
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The growth in popularity of the application occurred after merging with the old Musical.ly, in August this year. On that occasion, users were automatically migrated to the new platform and started receiving new users. Next, understand why TikTok is so successful.
TikTok records short dubbing videos and is a hit with young people Photo: Divulgao / TikTok
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TikTok is an application for Android and iPhone (iOS) aimed exclusively at recording and publishing short videos, which can take from 15 to 60 seconds, with dubbing as the main focus. Most famous voiceovers are mostly performed by people using a humorous tone or doing dance choreographies. It is also allowed to record videos without dubbing, using the audio from the microphone. The application has a social network format and users can follow each other's profiles, like, comment and share publications. To access, you can use email or data from Facebook, Google or Twitter.
To perform dubbing, the user can access an extensive catalog of TikTok itself, which provides national and international music. The tracks are separated by category, among the most famous of the moment or by musical genre. When viewing a video of a friend, the application also displays the name of the artist and the music used in that dubbing, so that the user also has access to it. When recording a video or uploading a file from the gallery, it is possible to mix the volume of the ambient sound and the chosen track to create an ideal sound.
TikTok lets you enjoy, comment and react to your friends' dubbing videos Photo: Divulgao / TikTok
In addition to music, the app has several visual recording effects, such as facial filters, ambient filters and thematic stickers. The app also allows the use of hashtags in the video captions. By touching a tag or searching for it in the search field, videos related to that subject will be found.
3. Time zone between TikTok and Musical.ly
In August 2018, the old voiceover app Musical.ly was purchased by ByteDance, which maintains the existing TikTok, in an operation that cost $ 1 billion. After the purchase, the two services were merged and the name TikTok was maintained, with the aim of becoming the main short video app with worldwide reach. At the time of the transaction, Musical.ly had just reached the milestone of 100 million monthly active users.
All users of the old platform were automatically migrated to the new app, without the need to create a new profile. The new version has been redesigned and gained new video editing features, with the aim of stimulating public creativity through videos.
Three months after the merger, downloads of the app increased by 20%, making TikTok reach the 130 million user mark in October, surpassing famous social networks such as Instagram, Facebook, Youtube and Snapchat in the United States. Making a comparison, in the same period, Snapchat lost users and Twitter maintained its asset base.
TikTok shows growth while other networks lose users Photo: Reproduo / Apptopia
In China, a country where TikTok also excels, almost 9% of all users' online time is dedicated to the application's videos. More than a third of the 1.4 billion Chinese, the largest population in the world, are active in short video apps, and TikTok, there called Douyin, the favorite among people of all ages, including the elderly.
This rapid growth can be attributed to the intense investment in advertising of the service. ByteDance, the most valuable startup in the world, with a market value of US $ 75 billion, has significantly increased its spending on advertising the app, using different means of advertising.
TikTok has facial effects to use in dubbing videos Photo: Divulgao / TikTok
Faced with this growth, Facebook would be developing a direct competitor for TikTok. Called Lasso, the app would be an independent continuation of Lyp Sync Live, aimed at teenagers and which would also allow you to record short videos and apply dubbing features.
In Brazil, profiles of celebrities such as Whindersson Nunes and Tirullipa, also famous on YouTube and Instagram, reach the milestone of 200 thousand fans on TikTok. Its publications exceed 500 thousand likes, here called hearts.
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