There is no doubt that the popularity of TikTok has significantly diverted people’s time spent on social networking sites such as Facebook and Instagram.
Editor’s note: This article is from WeChat public account “Motte Ventures” (ID: MomentumWorks ).
As we all know, China’s Internet social networking and traffic products are the first choice for emerging markets such as Southeast Asia, India, Middle East and other emerging markets. The starting point is naturally that these markets have more new users, cheaper traffic, fewer rules and greater room for growth. Compared with emerging markets and mature markets, user value, willingness to pay, capabilities and channels, and stability are undoubtedly greatly reduced.
In this wave of products, it seems that only the overseas version of the tweaking Tik Tok has achieved a firm foothold in mature markets such as the United States, Japan, and France, and has the ability to compete with the giants.
Sensor Tower data shows that TikTok has downloaded 1.2 billion downloads worldwide. Among them, in the United States, the download volume reached 105 million times, and it has occupied the top three downloads of Apple App Stores in the United States. In Japan, when quoted from Japanese TV station NTV, “one of the ten mobile Internet users in Japan uses Tik Tok or downloads. Tik Tok”; In France, according to the Parisian newspaper: 38% of French teenagers have a TikTok account.
In June of this year, Vibrato and overseas version of TikTok achieved a record high of $10.8 million in global purchases in the Apple and Android app stores, with cumulative purchases surpassing the $100 million mark.
There is no doubt that the popularity of TikTok has significantly diverted people’s time spent on social networking sites such as Facebook and Instagram. According to an online survey conducted by Génération Numérique in late 2018, more than 42% of French second-year students said they had a TikTok account. This means that Tiktok may have surpassed Facebook on the youth group. Whether this trend can continue is unknown now, but the current situation and the shift in the attention of some advertisers will undoubtedly make social giants such as Facebook deeply disturbed.
A lot of local friends who are doing marketing in developed markets have begun to pay attention to TikTok as a potential marketing channel. Although there have been recent reports that only 4% of marketers are using TikTok, we should look at trends rather than current absolute values.
For example, in August of this yearThe students returned to the school season, and Macy’s, which has been very active on mainstream social media, began to try to use Tik Tok for the first time.
On the side of the couch, let others sleep. Facebook naturally won’t give Zhang Yiming the hand that he has beaten down. This should be the first time Facebook has encountered an opponent who is not from Silicon Valley and may not easily be able to easily suppress, imitate or even threaten the acquisition.
In the latest outbreak of Facebook internal conference audio, Xiaozha mentioned the launch of the short video application Lasso in the Mexican market, to attract young users before Tik Tok entered Mexico.
Compared to Xiaozha’s determination, the more interesting part of this audio is his comparison of Tik Tok and Instagram — “We can look at Tik Tok like this: it’s an immersive short video and browsing tool. Combined, it’s basically similar to our Explore tab on Instagram. That is, vibrato is just a search-enabled Instagram Stories.”
At this point, I don’t know if Zuckerberg deliberately lowered TikTok or really underestimated it. Many comments from foreign media have said that Xiaozha seriously underestimated TikTok – but SAP did not say that Kingdee, not Oracle, was their biggest competitor?
If you pursue it seriously, in fact, TikTok has changed the social sharing mode of the younger generation. It represents a new form of social entertainment. Users carefully photograph their lives, imitate the latest trends, short videos, and edit the world. Other people’s videos and mixes are paired with their own tracks for performance, which is very different from the Stories on Instagram that is similar to the life log.
Finally, when it comes back to the short video battle between Facebook and TikTok, Moteng feels that there will still be a fierce battle in the US and Latin American markets. After all, there are high-level control of the market by American social giants. Facebook’s WhatsApp, Facebook Messenger, and Instagram three communication/social tools. Among them, Facebook has successfully cracked Snap with Instagram’s Stories feature.Chat. Now, with the new software Lasso testing the US and Mexico markets, it is also beginning to bear fruit. And Facebook itself is trying out short videos in many places:
But if Zuckerberg only sees TikTok as a video app with a “exploration” algorithm, then Facebook can easily make TikTok occupy the short video market because of its underperformance. After all, for now, TikTok’s competitors are not so easy to copy directly — Snapchat insists on being transient, making it incompatible with the mix, and YouTube is not flexible enough to reinvent itself.
编 | 云晞@出海
图 | Oriental IC
