After facing difficulties in other markets, Tiktok is taking small careful step in US market. They want to avoid info security risk for the app.
Though this is the latest social platform, it is smoking the other competitors. According to ST, Tiktok has nearly 190 million new users in the first quarter of 2020, and be the most downloaded app.
Tiktok is the best free app in Thai, Mexico, Germany, Spain in 2018. Tiktok is available in 150 countries and territories, 70 languages. In last month of 2018, after being valuated of 70B USD, across ABnB to be the most valuable startup in the world.
However, human resources cant not keep up with the rapid growth speed, lead to Govermental obstacles.
In 2018, France temporarily prohibit tiktok in concern of negative effects of porn and violence. After a week later, Indonesia remove the ban when the app cooperate to delete these types of content, and age restriction means.
Beginning of 2019, US Chamber of Commerce fined Tiktok 6M USD for violating data collection of under 13 children users. After that 2 months, India accuse Tiktok of encouraging pornography. Tiktok then deleted 5 millions of videos.
Until this point, Tiktok is still under control of their content and have in-time solution for crisis.
US is one of the fast growing countries in the world. There are a total of 80 million users in US alone. In our observation, US users are extremely catching with new trends, and open-minded for creating, diversifying different content. Moreover, interaction factor is highly valued.
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Tiktok is a short videos platform (with 15s or less), this is a unique selling point compared to other platforms.
Users tend to watch brief content, it is convenient for anytime, on their own phone. This helps Tiktok reach more audience and attract more users.
When smartphone accounts for 72% of population, demand for content consumption on smartphone is growing as well.
Besides, background music tracks, video editing and other technologies are important factors help it gain more users. Tools and functions on this app create a favourable environment for users not to just connect, interact but create (which is a transparent demand in the society).
Tiktok is a new wave, ignite and inspire the community. It is more challenging and exciting playground for users.
What is the target of Tiktok in the next 3 years? In projection, how long to get over Facebook with more than 200 millions users?
Mr Steve Works: We currently have more than 20K official content creators on the platform in US. In 2020, our target is to tri-fold this number. We are striving to vary content to approach more different type of users.
Our focus is to enhance user experience by improving tools, effects, content to create the best environment for users to share, recording their memorable moments.
Expanding market strategy in US. In the official premiere, he revealed, Tiktok is open up content to reach more segments. Is this strategy make it less attractive to its main age group – genZ or youth and teenager?
In US market, our strategy besides expanding content, we also focus on localising Tiktok.
In effort to deliver great experience, we offer content approval technology and a strict content control team. Our team is available in 22 countries, supports 27 languages.
It is not easy to control content on Tiktok, there are hundred of thousands videos uploads daily on Tiktok. After some troubles with goverments, Tiktok has their own lessons to not repeat mistakes it made from other markets.
As mention above, we are opening Content Center in US for supporting and ensuring users security.
This Center is our latest effort, we work with non goverment organizations in US. Since establishment, Tiktok has hold several conventions about online safety.
What are the core strengths that help Tiktok to achieve the position like today?
Tiktok main usp is technology. With support of AI technology like face recognition, AR, Tiktok provides users with special filters, effects and recording tools.
Tiktok records how people interact with the video, like how long they watch, pause, or swipe to next video. Then they have the feed built for that person. You can see that on For You page.
What is the business model of Tiktok?
Tiktok is not managing content creators. We are not interfere corporate decisions of using influencers or creators on Tiktok.
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