What’s TikTok: how it works

Since TikTok appeared, many marketers began to propose ideas for publishing content on the social network. Although it seemed like a niche social network, full of funny videos, brands increased their chances of reaching their audience in an authentic and relevant way.

Today, TikTok is one of the social networks that has gained the most followers during the lockdown, as 315 million people downloaded the application in the first three months of 2020 and in April alone its revenue figures increased 10-fold to $78 million.

In this post we will tell you how you can take advantage of TikTok right now. We will also talk about some of the brands that have already successfully used this platform.

With over 1 billion active users a month, the application is a mix of its predecessor, Musical.ly, and the discontinued short video app, Vine.

Before it formally became TikTok, Musical.ly had virtually the same interface. The app allowed users to play back and perform virtual duets with friends.

Now, when you log into TikTok you can see a history of videos with a wider variety of publishing styles: from music montages to fun short videos, full of AR (augmented reality) filters. Here’s a screenshot showing what the home screen looks like.

Like other imaging applications, such as Snapchat or Instagram, TikTok has become the creative outlet for young adults and teenagers. To give you an idea of what you can see on the platform, here is a video reel posted on TikTok’s official YouTube account, with some of the most outstanding videos.

How does TikTok work?

It’s true that there is no great science behind the operation of this application, but some things can help you feel less lost. For starters, you don’t need to register if you just want to watch a few videos. But if you want to post, you will need to open an account.

You can do this by signing in with a social networking account (Facebook, Twitter) or Google account, or by registering with an email or your mobile phone number. Once you’ve done that, there’s nothing left to do but start exploring. We’ll take you step by step through uploading your own videos later.

Types of posts in TikTok

If you’re interested in joining TikTok for personal or work-related reasons, it can always be useful (and very entertaining) to see the publications others have made and thus inspire you. Here are some of the publishing styles you’ll find:

Music videos or montages

On any given day you can watch a number of musical montages or mini-musical videos on the platform. Although many people just playback (pretend to sing), you may find others who are more creative. In this example, Luisito Comunica’s influence is dancing a cumbia in a very peculiar way.

Comic shorts

Most of the posts you’ll see in TikTok are meant to provoke a laugh or two. While you’ll find some very simple and funny short videos, you’ll also see some more elaborate and well-planned posts with short narratives.

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