As far as the number of users is concerned, India is undoubtedly the largest market for “overseas version of Douyin” TikTok besides China.
Editor’s note: This article is from the WeChat public account “ 朱 道 ” (ID: zd_review).
TikTok, a short video app that has accumulated about 200 million users in India, has already seriously threatened the dominance of social networking giant Facebook.
Although the company of ByteDance did not affect Facebook’s revenue loss in India until the second half of last year, as TikTok continued to make profits in the past few months and gradually began to get on track, the situation It’s different.
According to two sources, as of the last quarter of 2019, the company’s revenue has reached Rs 230-250 crore. And since February last year, TikTok has been profitable in India. It is reported that TikTok has set a goal to exceed the Rs 1 crore revenue threshold in the third quarter of 2020.
One of the sources said: “Because TikTok’s target audience is between 18 and 36 years of age, the brand has always been considered a more attractive platform than Facebook and Google.”
It is worth mentioning that in addition to providing standard media packages such as Infeeds-App advertising, Topview and Takeover, TikTok also provides customized solutions: including branded effects and hashtag challenges .
And these customized solutions bring more revenue to TikTok than ordinary advertising forms. Among them, the brand effect brings deeper user participation, and these users often provide high-quality content for the brand, which is also a way for the brand to obtain large-scale exposure and large-scale generation of UGC (user-generated content).
Another person familiar with the matter said: “In addition to FMCG brands, consumer Internet companies including OYO, Paytm, Snapdeal, and ClubFactory have been customizing media products.”
TikTok’s company revenue may seem insignificant if it compares to Rs 8.92 crore in Facebook’s 2019 fiscal year. However, as long as the company can continue to grow with the current momentum, it is expected to soon overtake Facebook.
Although now it is said that TikTok will devour the market share of Facebook-owned applicationsThe amount is too early, but experts generally believe that the byte bounce will pose a serious threat to Facebook’s revenue in the next few years. However, it is certain that in the short term, the TikTok platform may first affect the market share of offline media, and then it may gradually affect these established digital platforms such as Google and Facebook.
If TikTok can change consumers’ business decisions in the next few years, they will inevitably eat into Facebook’s market share.