Tom Dougherty, CEO – Stealing Share
28 March 2019
What makes TikTok any different than the rest?
I guess there are just things about social media I don’t get. I’m not on Instagram. Ditching Facebook wasn’t difficult. And now TikTok emerges as the latest big new thing, and I don’t see how it will last.
If you’re not aware, TikTok is very similar to Vine. Remember Vine? A few years after Twitter purchases it, Vine closes shop. What makes TikTok different?
Let me explain. Like Vine (which, to be honest, I actually enjoyed), users share short videos of themselves in often casual moments. Which was also the value of Vine. With TokTok, users can feature music in the background, change speeds or edit with a filter.
What does that sound like? Yes, it sounds exactly like Instagram and Snapchat, otherwise known as the Vine killers.
Yet, revenue for TikTok has tripled in the past year and the app was downloaded more than Facebook, Snapchat, Instagram and YouTube last October.
“Frankly, I don’t see how it continues its current success. Instagram and Snapchat already crowd this market so I’m imagining TikTok simply represents new.”
TikTok only represents new
What gives? Not that it matters, but TikTok is owned and operated by a Chinese company. And that really doesn’t seem to matter because it already claims 80 million downloads in the US.
Frankly, I don’t see how it continues its current success. Instagram and Snapchat already crowd this market so I’m imagining TikTok simply represents new.
The problem with representing new is that value eventually becomes less important without another value to reward users. New fades quickly. At the moment, TikTok simply positions itself as “Real Short Videos.” Which is just a thing, not a value. Let alone an emotional one.
Forget Vine. Remember Peach? Ello? Hell, remember hearing about Vero? Just a few months ago it was the hot new app, setting itself up as an alternative to Facebook and Instagram. Its bloom is fading as we speak. Social media apps come and go like the pollen on those blooms. And the only those offering a compelling brand argument remain.
That’s true of any category, not just social media. So even though TikTok is enjoying success now, I wouldn’t be surprised to hear of its appeal waning in the coming months.
It’s the nature of this social media game.
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