tiktok as a source of entertainment

So, TikTok can have a helpful role for the digital natives: Brands can use it not just to share music or comedic content but also as a tool to give and receive an education. As mentioned above, this blog post is focused on how TikTok drives efficiency for marketers in APAC, a mobile-first region. Want to see more? Where long form content on YouTube once dominated their screentime (and even once beat out Netflix for their top frequented source of entertainment), YPulse data shows 48% of Gen Z would now rather watch a short video than a long video. At this point, Gen Z is inseparable from TikTok. 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Recent work by Omar and Dequan (32) also applied uses and gratification theory to better understand TikTok use. When YPulse asks whether they would rather watch a streaming service platformor social media content, 48% of Gen Z choose social media content. TikTok's Unique Algorithm Brings Forth the Relevant Videos TikTok has a unique algorithm that is different from its counterparts. The brand created an iOS 14 Dedicated Campaign with AEO, optimizing towards purchases of its in-app digital currency, which are used to unlock webtoon episodes. Sindermann C, Elhai JD, Montag C. Predicting tendencies towards the disordered use of Facebook's social media platforms: On the role of personality, impulsivity, social anxiety. *Compared with existing iOS campaigns optimizing towards app installs. While the future of TikTok in the US hangs in the balance of ongoing congressional hearings, even a complete erasure of the wildly popular video sharing app wouldn't remove its deep and . In the latest episode of Varietys Strictly Business podcast, Thoensen discusses the companys efforts to expand its work with creators and entertainment companies and capitalize on its recent momentum. "I was fired up because we were talking about how sending your kid to school here in America is so . As seen in the earlier research from BCG, Shoppertainment is a fast-growing US$1 trillion opportunity in APAC. but hardly anything can compare to the ease of scrolling TikTok while it continues to learn theirinterests. Variety and the Flying V logos are trademarks of Variety Media, LLC. Saudi Ruler Mohammed Bin Salman's Biden Power Play Appears Sep 6, 2022 7:00 AM It's Time to Get Real About TikTok's Risks US lawmakers keep warning about the popular app. Although user numbers are high and TikTok represents a highly successful social media platform around the globe, we know surprisingly less about psychological mechanisms related to TikTok use. Here's a . Shoppers Drug Mart: Inspiring at-home glow-ups that captivated millions. (50) on social media (use) and well-being summarized that several psychological processes such as upward social comparison (perhaps also happening in so-called challenges on TikTok) or fear of missing out (43) are related to negative affect and might have detrimental effects on the usage experience and/or TikTok users' lives in general. By retargeting users and optimizing for higher value purchases, Zalora achieved a 10% uplift in value per purchase while still controlling cost per purchase. For Gen Z males, that number jumps to 34%, making it their seventh highest ranking source of entertainment. All of that sounds more like an entertainment platform than a social media one. TikTok Works: How Entertainment on TikTok Improves Brand Efficiency Without doubt, it will be also highly important to better understand how the variables of socio-demographics and personality interact on TikTok use, also in the realm of active/passive use of the platform. (35) underlined the overall relevance of uses and gratification theory to understand TikTok use and presented need variables in cognitive and affective domains as relevant to study, but also personal/social integration and relief of pressure. Given the many unexplored research questions related to TikTok use, it is high time to strengthen research efforts to better understand TikTok use and whether certain aspects of its use result in detrimental behavioral effects. But TikTok has been leaning into live gaming content, too. Curr Pediatr Rep. (2020) 8:8692. Users can watch a lot of different content. Last month, Hyundai agreed to pay $200 million to settle a class action lawsuit in the wake of a car theft challenge that . (2015) 8:331. doi: 10.1186/s13104-015-1280-z, 47. TikTok: What It Is, How It Works, and Why It's Popular TikTok Pulse: bringing brands closer to community and entertainment Montana's TikTok ban could leave young - The Washington Post So, while TikTok could be seen as an entertainment platform, many still use it as a social media one. Thats according to Bryan Thoensen, head of content partnerships at TikTok, who says the short-form video platform has long outgrown its roots as a way for teens to share lip-syncing video clips. doi: 10.1108/YC-07-2020-1186, 32. Available online at: https://www.cscjournals.org/library/manuscriptinfo.php?mc=IJCSS-1552, 6. Like many other social media sites, TikTok also makes . The Entertainment Value Curve: Why TikTok is On Fire and doi: 10.1108/LHTN-01-2020-0001, 9. doi: 10.5210/spir.v2020i0.11172. Wang Y, Gu T, Wang S. Causes and characteristics of short video platform internet community taking the TikTok short video application as an example. Montag C, Lachmann B, Herrlich M, Zweig K. Addictive features of social media/messenger platforms and freemium games against the background of psychological and economic theories. Related: How To Trim A Sound On TikTok: The Video Editing Trick, Explained. (Citation has been translated from Chinese language. Consequently, the platforms apparent interest in offering a safe and educational space for everyone represents an excellent opportunity for brands, charitable associations, educational entities and public administrations to create content to inform and involve TikTok users in improving their knowledge of specific themes. Palupi ND, Meifilina A, Harumike YDN. Part 2: Sorry you went viral. As with the SIT, applying SDT to better understand TikTok use will also need to take into account different kinds of TikTok use. The biggest ways TikTok has changed American culture | CNN That's because the modern online audience increasingly expects authentic and emotional brand content driven by experiential engagement. I think I have the best job in the world, Thoensen says. The Biggest Trends of TikTok 2020 - The New York Times That's in addition to more than doubling the brand's ROAS, nearly doubling its total purchase value, and reducing cost per action by 43%. On TikTok, we define Shoppertainment as content-driven commerce that prioritizes entertainment and education. When we ask what kind of content theyre watching weekly, 32% of Gen Z choosegaming / esports content. Further theories need to be mentioned, which can explain why people are using the TikTok platform: Social Impact Theory and Self-Determination Theory. (2020) 20:114. doi: 10.1177/2050157920952120. Pro-Tip: Take this to another level by leveraging TikTok's Value-Based Optimization solution. In Q2 of this year, YouTube Gaming Live averaged 518K simultaneous viewers. TikTok has a user-centric design and focuses on what you like and dislike. Value-Based Optimization not only hunts for people who are more likely to make a purchase, but also those more likely to spend more money per purchase. Jiang J, Wang W. Research on Government Douyin for public opinion of public emergencies: comparison with government microblog. Why Beige Flags Are TikTok's Latest Obsession | Time When we ask what kind of content theyre watching weekly, 32% of Gen Z choosegaming / esports content. A TikTok executive described the app as an entertainment platform and not a social mediaone. Amongst the top of their frequent entertainment sources overall, gaming content on YouTube is huge. About 67% of consumers use TikTok to discover new products, according to TikTok's marketers at Social Media Week London. The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. 4. Hence, it clearly can also be used to explain why people are motivated to use a social media service (41, 42). Similarities and differences of the twin apps are further described with a content analysis by Sun et al. Omar B, Dequan W. Watch, Share or Create: The Influence of Personality Traits and User Motivation on TikTok Mobile Video Usage. Int J Adolesc Med Health. Finally, JDE critically worked over the complete draft. Lu X, Lu Z, Liu C. Exploring TikTok use and non-use practices and experiences in China. Available online at: https://www.learntechlib.org/p/216454/, 33. TikTok is making it even easier for fans to discover new movies and purchase tickets. Politics in the De-politicised: TikTok as a Source of doi: 10.1002/ejsp.2038, 42. For the release of action comedy "Red Notice," streaming giant Netflix created the concept of "trailer remakes." Little Mermaid fans are spoofing 'Part of Your World' on TikTok 10 Reasons Why TikTok Is Actually Good - MUO Accompanying gestures and the physical demonstration with a voiceover lets brands and creators convey a practical and direct message. Clearly, young TikTok users are also confronted with harmful health content, including smoking of e-cigarettes (19). One of TikTok's related solutions is the App Profile Page. Devoted users of TikTok face that very question, as the app faces bipartisan criticism and a potential ban stemming from its political and national security issues. Knowing that short video content has become Gen Zs social media focus, Instagram has been integrating Reels more heavily into users main feeds. Front Sociol. Montag C, Hegelich S, Sindermann C, Rozgonjuk D, Marengo D. On corporate responsibility when studying social-media-use and well-being. doi: 10.1007/978-3-030-49576-3_5, 48. It's Time to Get Real About TikTok's Risks | WIRED section, we already mentioned that users can passively view content, but also create content or interact with others. J Xiamen Univer Technol. Most research has been carried out so far yielding insights into user motives applying uses and gratification theory. This focus on general entertainment makes TikTok a potential source of China's soft power. (2020) 6:10715. Neyaz A, Kumar A, Krishnan S, Placker J, Liu Q. Who is Matt Rife? Facts about the comedian, TikTok star 59. AoIR Selected Papers of Internet Research. TikTok is the leading destination for short-form mobile video. (2020). The live-action Little Mermaid has given many of us nostalgia for the simpler times of childhood, when we could relate to being a . For instance, illustrating differences between social media platforms, Bhandari and Bimo (57) suggested in their analysis of TikTok that in contrast to other platforms, the crux of interaction is not between users and their social network, but between a user and what we call an algorithmized version of self. Opening TikTok immediately results in being captured by a personalized stream of videos. J Chem Educ. And it has many other types ofvideos too. In this realm, an interesting research piece recently investigated less studied variables such as first-person camera views, but also humor on key variables such as immersion and entertainment on the TikTok platform (28), again all of relevance to prolong user stay. Front. Analysis of the characteristics, challenges and future development trends of Tik Tok. This happens because users are engaged; 41% agree that they pay full attention when using TikTok, compared to 32% on social platforms, making multi-screening a thing of the past [1]. doi: 10.1556/2006.8.2019.59, 61. doi: 10.17703/JCCT.2020.6.2.107, 34. Its power. From a psychological perspective, we take a different path with the present review and try to better understand why people use TikTok, who uses the platform, and also how people use TikTok. The aforementioned statistics show that TikTok users are often young. A new "reshoring" trend is set to upend global supply chains as firms look to source products such as clothes and computer chips closer to home, turning away from . But they arent just jumping on during the half-time ad break. They may prefer to receive information online during their free time. In a TikTok posted over the weekend, the "About Damn Time" singer offered her opinions on multiple trending pop culture stories, from why she hasn't watched Stranger Things Season 4 to someone . 11. And of course, YouTube has developed YouTube Shorts to draw the short content lovers, but TikTok continues to outrank them. By Joe Tidy & Sophia Smith Galer BBC News President Donald Trump has warned that he will ban TikTok unless an American firm buys its US operations. More than one billion people around the world now go to TikTok every month to be entertained as they learn, laugh, or discover something new. Amongst the top of their frequent entertainment sources overall, gaming content on YouTube is huge. TikToks suggestive(and what seems like all-knowing) algorithm takes away the decision fatigue young people feel with streaming services. International Association of Online Engineering. We get to help creators on TikTok really unlock their creative potential and in a lot of cases help make their dreams a reality.. ), 17. 1. endless cycle of content discovery, co-creation and sharing. doi: 10.35457/josar.v5i2.1151, 53. TikTok has become a go-to platform for discovering new music. Please note that we use the term addictive only in quotation marks, given the ongoing debate on the actual nature of excessive social media use (59, 60). Onsite signals (e.g. It's midnight and he needs to wake up at 6? He found a bagel shop's location based on a video. The skill has made 2023 Variety Media, LLC. 5 ways TikTok is shaping the future of entertainment | Ad Age Find a professional creative service provider with TikTok Creative Exchange. Publications create video content to share with their audience that lives on YouTube. What Is TikTok Creator Next & How Does It Reward Content Creators? So, some social media services have broken into the entertainment side of things. It is possible to show experiments or procedures for things people can easily do at home. ^https://www.statista.com/statistics/1095196/tiktok-us-age-gender-reach/ (accessed March 9, 2021). doi: 10.1089/cyber.2020.0156. British broadcasting regulator Ofcom 's annual report . Exploring the role of social media use motives, psychological well-being, self-esteem, and affect in problematic social media use. In particular, insights from uses and gratification theory in the realm of TikTok are highlighted, and we also discuss aspects of the TikTok platform design. It's where content and community come together to create immersive shopping experiences that engage and entertain audiences, driving lower-funnel actions and meaningful business impact. Musical.ly was founded in September 2016 by Zhang Yiming. (2020) 28:1823. TikToks suggestive(and what seems like all-knowing) algorithm takes away the decision fatigue young people feel with streaming services. Despite this change, TikTok solutions are still able to adapt and lead amongst ad platforms in terms of performance. Curr Prob Diag Radiol. Our rich onsite signals also enable ads to continuously optimize for movie-goers and improve cost-per-acquisition. It found that among TikToks more than one billion monthly active users, people are coming onto the platform with four mindsets which differentiate the app from other platforms: entertainment, participation, uplift and discovery. PsyArXiv. Explaining essential issues through original and attractive content is possible. Next: What Is TikTok Creator Next & How Does It Reward Content Creators? At the heart of TikTok is an entertainment experience fueled by the imagination of communities and creators and powered by discovery. Mobile Media Commun. Guiding users in a specific way and so shaping their experience contains "embedded cultural references" (Light et al., 2016, 882). In China, the main users of TikTok are under 35 years old (81.68% (2)). With community at the heart of TikTok, users often find themselves enjoying the app with friends or family. Additionally, people on TikTok reported stomach pains after using . (2020). Peterka-Bonetta J, Sindermann C, Elhai JD, Montag C. How objectively measured twitter and instagram use relate to self-reported personality and tendencies towards internet use/smartphone use disorder. Creating a series of short videos can create continuity in your communications to keep users attention and ensure their loyalty to following your content. The official Atelier Eva TikTok account has 26,400 followers at the time of writing on Tuesday. In their work, especially the need for escapism predicted TikTok content consumption, whereas self-expression was linked to both participating and producing behavior. Tap into that by getting involved in trends, chatting to users in the comments and being authentic. (2020). Pediatr Derm. The response of TikTok has been efficient: The company has increased its transparency measures and is turning TikTok into a platform "not just for entertainment, but also to learn something. Using a hierarchical regression model inserting both personality variables and motives from uses and gratification theory, it became apparent that the latter variables seemed to outweigh the personality variables in their importance to predict TikTok usage. Schivinski B, Brzozowska-Wo, M, Stansbury E, Satel J, Montag C, Pontes HM. As the large user numbers in a very short time-window demonstrate, TikTok not only represents a global phenomenon but also has been criticized with respect to data protection issues/privacy (5, 6), spreading hate (7) and might serve as a platform engendering cyberbullying (8, 9). Meanwhile, to protect children and adolescents from unsuitable content (such as smoking, drinking, or rude language), TikTok's engineers also developed a version of the app, which filters inappropriate content for young users (2). (2021). Montag C, Baszkiewicz K, Sariyska R, Lachmann B, Andone I, Trendafilov B, et al. (2020). This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). By getting involved in trends, talking about their business and discussing the benefits of their products rather than just asking people to visit their website and buy, brands are finding success. As a result of a prolonged user stay, social media companies obtain deep insights into psychological features of their users (24), which can be used for microtargeting purposes (25). TikTok is increasingly becoming a news source - The Verge Curr Issues Tour.

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