The social network TikTok is driven by the confinement

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Adults and advertisers have begun to discover TikTok in the middle of the containment measures, promoting this popular social network that until recently was a playground of fun child.

Jennifer Lopez, Mariah Carey, in addition to Jane Fonda, 82, are flocking to the platform of the chinese company ByteDance to publish videos shorts (maximum of 60 seconds, although usually 15 seconds).

Many adults are discovering this phenomenon that the children talk about for months.

After receiving a video sent to your friends, Cecile, you downloaded the app while it lives its own enclosure, and then used it with his two sons of 6 and 3 years.

“I said, ‘well, it’s something fun you could do with the kids to pass the time, if only for a quarter of an hour,’” said the executive of the Paris region.

“When I say: ‘come, let us make a video’, I like it a lot, makes them laugh”.

The use of social networks has grown during the confinement, but TikTok, that was before the pandemic on the full increase, is doing better than other platforms.

With 65 million downloads in the world in march, according to the specialized site SensorTower, the application which had 800 million users in January (according to DataReportal), is about 1,000 million, although the site itself does not provide figures.

TikTok has the advantage of not requiring clean environments, places of holiday idyllic, as is the case with Instagram, which today are inaccessible for the majority, explains Thibault Le Ouay, founder of the company Pentos, which accompanies brands on their marketing strategy on the platform.

“Charli D’amelio”, of only 15 years, and superstar of the absolute network with 46 million subscribers, “is at home in tights”. It is not a video in a beach paradise”, he emphasizes. “It is still something that you can do at home”.

Another strong point is that TikTok, who comes from the Music platform.ly, you have the music and the dance in its DNA, with a standard format video of a choreographed dance interpreting the lyrics of the song that you choose.

“The videos tend to be quite light and fun, and with all the negative information you hear in other places, the people need that right now,” says Debra Aho Williamson, analyst at eMarketer.

Civics and Messages

To be in harmony with the context, TikTok is trying to convey a message to a civic of the landfill, especially with the key word #happyathome (#felizencasa), which registered more than 7.9 million views, according to a spokesperson of the platform.

“We are determined to do our part to help people through this difficult period”, he explained.

TikTok also created an information page of the COVID-19, fed with information from the World Health Organization (who), which, among other things, seeks to discredit “various myths” of the virus, he added.

Civility, good gestures, is the point of entry to the brands currently used to communicate in TikTok, a space where advertising was scarce until recently.

The american giant of hygiene products and cleaning Procter & Gamble has joined the star Charli D’amelio for a campaign of social distancing. The field of brand communication is limited by the coronavirus, so that the possibilities to monetize the current popularity of TikTok are few, experts note.

In addition, “the brands are interested in TikTok but (…) it is rather a time of cuts in marketing budgets,” says Debra Aho Williamson, “and what is experimental is often the first thing that is cut”.

The analyst also explains that the fact that the platform is controlled by a chinese group is sometimes a concern for people in the united States, especially for brands”, which may be concerned by the use of their data.

eMarketer, which predicted that TikTok would grow this year from 37 million to 45 million users in the united States, has not revised its projections for the crisis of the coronavirus.

The current growth of application “will you continue when the adults get back to work and have other things to do?”, asks Williamson. “It is too soon to tell,” he answers.