If you haven’t heard of TikTok, wyd? This social media app started booming with Gen Z in 2019. But since quarantine kept everyone at home with time to spare, even grandparents have embraced it. Evan Horowitz says that this app has aged up faster than any other social media platform. He’s the co-founder and CEO of Movers+Shakers, a creative agency that works with major brands looking to reach the TikTok audience. They’ve succeeded, with more than 50 billion views on their TikTok campaigns. The short-form video app has made waves everywhere, from pop culture to politics. Horowitz shares some insight with Bold TV.
Comparing TikTok to other social media
We know that TikTok is different from other social media platforms. Instagram relies more on aesthetic storytelling while many TikToks are simply filmed from home. Instagram relies more on still photos, but TikTok is all about the videos. But all social media has common threads. For example, there is a community for all interests. You don’t have to be the best dancer to find an audience that relates to the content. Another similarity with this app and others is that you can make money from your content. Brands have partnered with influencers on this video app to promote their products. TikTok has millions of monthly active users in the U.S. So, the primary focus of companies like Movers+Shakers is guiding brands that want to tap into that giant audience.
Controversy and the future
Like anything with heightened popularity, TikTok has been making headlines for many reasons. President Donald Trump has threatened to ban the app –– which is owned by Chinese company ByteDance –– for national security reasons. This has many businesses and personalities wondering if they should build a brand on the platform. What if it goes away soon? Horowitz believes that the issues will be resolved and that TikTok will be around for the long haul. What do you think?