What’s TikTok: Full Platform Information for 2024

What’s TikTok and the way does it work? Effectively, have you ever ever come throughout a TikTok video although you’re not on the platform? Odds are you’ve in all probability seen at the very least one viral lip-syncing TikTok, or screencaps on Instagram or Twitter of meme-worthy TikToks.

One nice instance of this kind of development spreading throughout social media is the “It’s Corn” viral development.

Right here’s an instance of a video that repurposes the tune with new, on-brand visuals on Twitter:

This meme originated on TikTok, the place songwriter and TikTok consumer @Schmoyoho remixed the already-viral corn-heavy interview from the Recess Remedy account into an excellent larger hit. On the time this text was being written, the tune has been utilized in greater than 1.2 million TikTok movies and has greater than 10 million likes.

That’s the ability TikTok has within the present social media panorama. As entrepreneurs see memes and tendencies take off, it stands to purpose that with the fitting content material, the platform may also help you attain tens of millions of individuals and make your model go viral.

However what is that this app? How does TikTok work? And may you truly use it to achieve your target market? By the top of this text, you’ll have a deeper understanding of the platform, and whether or not or not it’s proper to your model. Be at liberty to leap to the sections you most wish to discover:

What’s TikTok?

TikTok is a video-sharing social media platform the place you’ll be able to create, edit, share, uncover and watch brief, vertical movies—from only a few seconds lengthy, all the best way as much as 10 minutes.

A blue graphic with the definition of TikTok on it.

And it’s repeatedly altering. Whereas TikTok made a reputation as a lip-syncing app, it’s grow to be far more. “TikTok as we all know it right this moment didn’t exist 5 years in the past, and we anticipate the TikTok of 2027 to look equally distinctive. TikTok has been a disruptor in so some ways, so the most important alternative for manufacturers at that cut-off date in all probability doesn’t exist but. Nonetheless, constructing a powerful community and group round your model will assist function a basis for what’s subsequent,” TikTok advised us.

When was TikTok created?

Whereas the identify TikTok has gained familiarity prior to now few years, the premise of the app has been round for some time. It originated as an app referred to as Musical.ly in 2014, earlier than being acquired by ByteDance in 2017, a tech firm based mostly in Beijing who already had an app named TikTok. Musical.ly and TikTok formally merged platforms in 2018.

Who created TikTok?

Half of TikTok, the aforementioned Musical.ly, was created by Chinese language entrepreneurs Alex Zhu and Luyu Yang. And TikTok’s authentic type was created by ByteDance—the corporate that owns the platform right this moment.

Who owns TikTok?

TikTok is owned by tech firm, ByteDance. ByteDance already owned TikTok—known as Douyin in China—and merged it with Musical.y after buying it in 2017 to create the wildly standard platform we all know now.

How does TikTok work?

On TikTok, customers can customise their movies with filters, stickers and background music, then share them with the TikTok group. As soon as shared, folks can like, touch upon, obtain or share a video. Content material is discovered by customers in three feeds: The Mates Tab, Following Feed and the For You Web page, the place the TikTok algorithm recommends content material based mostly on what you want.

TikTok makes video content material creation simple with numerous regularly-enhanced instruments. Listed below are a few of these options:

1. Create movies

Customers can create TikTok movies by recording them instantly within the app, or by importing movies from exterior the app. The video recorder permits you to select how lengthy you need your video to be, with a max size of 10 minutes.

2. Add music

Music is the cornerstone of the TikTok platform. Customers may even uncover new content material by clicking on a monitor hyperlink and conducting a search of clips that use the tune. So including a well-liked tune in your video will improve your possibilities of trending locally.

3. Co-create content material utilizing duets

TikTok additionally boasts options like duet, which helps nurture engagement throughout the group. This function does precisely what the identify suggests—it permits you to create a video with one other creator and can cut up the display screen in half to indicate each cameras. Most use this function to sing or dance to the identical tune, or they develop corresponding movies very like comedy shorts.

4. Add filters and results

It’s simple for customers to edit their movies with completely different filters and results. You may even add stickers, emojis, textual content, transitions, GIFs and time results to make your movies extra compelling.

5. Reside stream

TikTok additionally comes with a function that allows you to stream reside video broadcasts. However observe that this function is just out there for choose customers with at the very least 1,000 followers.

Who makes use of TikTok?

Whereas TikTok is thought for its reputation with youthful customers (47% within the US are between 10 and 29 years outdated), it’s growing old up, with 42% of customers aged 30-49 and 20% between 40 and 49. This makes it an important place to achieve a large viewers.

A bar graph showing the distribution of age on TikTok.

Supply: Statista

As of January 2022, TikTok’s consumer base skewed 57% feminine and 43% male—though these reported numbers aren’t inclusive of all genders. And the platform’s consumer base is extraordinarily energetic, watching round 24 hours of content material on the app each month.

A lot of the app’s customers are from america, with 136.5 million customers as of April 2022. Indonesia is available in second with about 99 million customers and Brazil lands in third with 74 million. TikTok’s widespread and rising reputation makes it a precious app to make use of in case you have a world viewers.

Most of us hadn’t heard of TikTok till a few years in the past. Since then, it’s grow to be a family identify, launched the careers of latest celebrities, and is a go-to platform for favourite celebrities and types to create viral moments.

In Q1 2022, TikTok was probably the most downloaded app worldwide, and surpassed Google as the preferred net area. In Q3 2022, TikTok broke data once more because the world’s highest-grossing app.

Let’s get into some options that gasoline its reputation:

Graphic showing the most popular apps worldwide in Q3 2022

Supply: SensorTower

Fueling viral tendencies

One of many causes TikTok is so sticky is as a result of it’s a discovery machine. It’s typically the place tendencies begin, as TikTok tendencies are regularly unfold to different platforms, and into standard tradition.

When you’re questioning the way to go viral on TikTok, there are a couple of distinctive components on the app that gasoline tendencies and consumer loyalty:

TikTok Sounds

TikTok sounds are a key a part of the platform expertise—a lot in order that TikToks with sound carry out 2.2x higher than these with out. Folks can use songs and sounds of their movies by choosing them from TikTok’s library, or saving them from different movies.

While you use a tune or sound that’s trending, you increase your possibilities of going viral. The songs or sounds that take off can spark new memes, create a billboard hit, encourage cross-platform content material or just grow to be a part of the bigger dialog.

Like we talked about—tendencies typically begin on TikTok. If one in all your TikTok movies performs nicely on the app, repurposing that very same content material elsewhere may also help you discover success on different platforms, as nicely. We revealed the above video on TikTok to leap on the viral “It’s Corn” tune, but additionally revealed the video on Instagram to maintain using the development wave on one other platform.

However a phrase of warning: in case your video makes use of a tune, keep away from copyright points and double examine that you just’re legally allowed to make use of that tune on different platforms.

Utilizing a software could make repurposing content material simpler by reducing out the necessity to runaround to every social platform.

With Sprout’s TikTok integration, you’ll be able to publish a TikTok video solely on TikTok, or publish one video throughout a number of platforms with the contact of a button.

Sprout Social's Compose post window where you can see that Twitter, Instagram and TikTok are all selected to make publishing one post across multiple platforms easy.


Hashtags are a key a part of viral tendencies and challenges. Utilizing the fitting ones may give you a significant visibility increase.

They’re additionally an effective way to seek out your group on the platform. #BookTok is a good instance. This hashtag connects you to movies about e-book suggestions, bookstores and extra. Tags like this may foster area of interest communities and grow to be extraordinarily standard amongst them—the BookTok hashtag has over 80.9 billion views.

A screenshot of the results for hashtag BookTok on TikTok, and the number of views the hashtag has.

Collaborative instruments

TikTok is all about connecting together with your group and your pals. Their latest transfer to change the Uncover feed with a Mates Solely feed helps that.

Collaboration is constructed proper into their video creation instruments. TikTok stitching, for instance, permits you to add your personal commentary or response to current clips, together with viral clips. TikTok consumer Hank Inexperienced typically makes use of this to reply questions or clarify the science behind standard movies.

Studying the way to sew on TikTok may also help you get began on the platform by piggybacking off of current content material earlier than creating your personal.


Customers and types alike give you challenges that ultimately go viral and encourage consumer participation. These challenges are additionally extremely efficient for attractive non-users to hitch the platform.

A viral video of TikToker Nathan Apodaca (aka Doggface208) skateboarding whereas consuming Ocean Spray cranberry juice impressed the model to create a problem, encouraging members to recreate the video. #DreamsChallenge now has 21.1 million views.

We may point out extra. However TikTok strikes so shortly that by the point you learn this text, there’ll doubtless be fully new ones.

Video format

Put merely, TikTok has the kind of content material that customers need: bite-sized movies. The truth is, 66% of shoppers say that short-form video is probably the most partaking sort of content material.

TikTok popularized this format to the purpose that different platforms added their very own brief video feeds, like Instagram Reels and YouTube Shorts. Appropriately, we’ll go away this part brief and candy.

Video downloads gasoline extra shares

Customers on the platform can freely obtain movies from different customers and share them to different social media platforms to achieve extra folks. That is maybe one purpose why the platform has gained a lot reputation so shortly.

Since every video has a TikTok watermark and the username of the unique creator, it leaves little room for plagiarism. It offers due credit score and when folks watch these downloaded movies on different platforms, they’ll know precisely who to observe for extra.

use TikTok for enterprise

With tendencies like #TikTokMadeMeBuyIt, and 49% of customers saying TikTok helped them make buy choices, the app is a main place to achieve new shoppers.

Nonetheless, entrepreneurs are nonetheless not using TikTok to its full potential. Our 2022 Sprout Social Index™ discovered that solely 39% of entrepreneurs had been utilizing TikTok.

Many entrepreneurs are nonetheless within the technique of understanding how TikTok works and the way it suits into their social media content material technique, social media advertising and marketing technique and bigger advertising and marketing campaigns.

Listed below are a couple of standard methods manufacturers use TikTok to assist get you impressed:

Launch a branded hashtag problem

We’ve already talked about how utilizing viral trending hashtags can prolong your attain. However you can too create your personal tendencies. TikTok challenges are campaigns or tendencies that encourage folks to take part by performing duties like demonstrating a expertise, exhibiting how you employ a product, utilizing a filter, lip syncing and extra.

In Vogue’s #MakeItVogue problem, Vogue partnered with TikTok to launch a marketing campaign impressed by the Met’s About Time exhibit. It inspired folks to have a good time vogue historical past by posting movies recreating vogue of the Nineteenth-century utilizing on a regular basis objects. So far, the hashtag has 3.6 billion views, and the problem introduced Vogue from 0 to 128K followers.

Vogue additionally launched a much less formal problem with the hashtag #ifeelstrong. This problem encourages folks to submit movies of themselves doing one thing that makes them really feel highly effective. This problem hashtag has amassed 565.3K views.

There are a couple of methods to advertise a branded hashtag problem on TikTok. Formally partnering with TikTok on a branded problem is expensive, however partnering with creators on the platform or creating a contest may also help increase your hashtag. Simply make sure you observe copyright legal guidelines.

Work with influential content material creators

Influential content material creators on TikTok have tens of millions of followers and drive tons of engagement that manufacturers can leverage to amplify their efforts. Manufacturers can collaborate with creators on a wide range of campaigns, from content material that includes their services or products to jumpstarting a branded hashtag problem and extra.

For Common Footage, TikTok influencers performed a significant position within the promotion of their film, “The Home with a Clock in its Partitions”. They partnered with 10 influencers who every created ‘magical’ tales utilizing the hashtag #FindYourMagic. These movies garnered a complete of 1.3 million likes and even resulted in 19k+ extra movies from different customers.

The model additionally gained 11k+ new followers in simply six days. So far, the hashtag has amassed over 80 million views on the platform.

A screenshot of the hashtag find your magic on TikTok showing videos made using that hashtag as well as the amount of views that hashtag has amassed.

Don’t be afraid to experiment

The great thing about TikTok’s quick tempo is that if one video flops, you’ll be able to transfer on and take a look at once more. Bari, social media supervisor for Auntie Anne’s, recommends reusing outdated content material with new sounds in her TikTok Bootcamp.

TikTok’s standing as a fast-moving development incubator means experimentation is rewarded, and lots of manufacturers are cementing their TikTok presence by testing new techniques on the platform.

Analyze your assessments by utilizing TikTok analytics to determine which of your posts are most profitable and ought to be recreated. Whereas TikTok solely saves your knowledge for 60 days, Sprout’s Reporting and Analytics instruments don’t put an expiration date in your submit efficiency knowledge. You may measure how your TikTok content material performs over time, and even towards the content material in your different platforms.

Sprout Social's post performance report showing the top TikTok posts for our Sprout Coffee Co account by engagements

Interact, have interaction, have interaction

Responding to feedback and questions on TikTok is simply as necessary as responding to them on different platforms. Monitor your feedback and reply—even a easy response or “like” can imply the distinction between gaining a fan, and shedding one.

You may even reply to feedback with a brand new TikTok video. That is an progressive and ultra-interactive method of partaking together with your group, and filling out your content material calendar. If you’re not getting the engagement you want to, it might be price making an attempt TikTok Promote to spice up your model’s visibility.

It’s all too simple to lose monitor of TikTok feedback if you’re monitoring conversations throughout a number of channels. That is the place utilizing a social media administration software to streamline feedback from your entire platforms into one hub is useful.

Remaining ideas: Is TikTok a very good match for you?

TikTok advertising and marketing will be extraordinarily highly effective when executed strategically. Opposite to standard perception, the app is residence to a widespread, numerous set of customers and types—from B2C to B2B and nonprofits.

For any model contemplating getting began with TikTok, it pays to start out with analysis. Validate that your core viewers, or the brand new audiences you hope to achieve, are on the platform. Then, develop a short-term plan for content material testing and iteration.

To study extra about bringing TikTok into your advertising and marketing fold, take a look at our important TikTok for enterprise article to start out crafting your plan.

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