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Shao J, Lee S. The effect of chinese adolescents' motivation to use Tiktok on satisfaction and continuous use intention. 12. (2020) 110:106373. doi: 10.1016/j.chb.2020.106373, 29. . An example is the Discovery Channel profile, a virtual educational network that I believe caters to Generation-Zs tastes. TikTok (in Chinese: DouYin; formerly known as musical.ly) currently represents one of the most successful Chinese social media applications in the world. Entertainment brands have become part of this cycle of fan engagement and are using it to drive cultural conversations around their latest releases. In: 2019 IEEE International Conference on Consumer Electronics - Taiwan (ICCE-TW) Yilan. , will dive into exactly why TikTok remains their number oneno matter how hard any other social media platform tries. Arch Mental Health. (2020) 23:106976. Why Beige Flags Are TikTok's Latest Obsession | Time TikTok: What It Is, How It Works, and Why It's Popular By Todd Spangler Courtesy of TikTok TikTok, which now boasts more than 1 billion monthly users across the globe, isn't a social media app it's become a top entertainment destination for a. 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. 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. HY screened the Chinese literature and added relevant work from a Chinese perspective to the review. Pro-Tip: Take this to another level by leveraging TikTok's Value-Based Optimization solution. doi: 10.1002/ejsp.2038, 42. 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 new, to acquire a new skill, or simply get inspired to do something theyve never done before. Thats why the platform launched #LearnOnTikTok in 2020, a dedicated long-term program to begin seeding a whole ecosystem of educational content.. Adjust's solutions for measuring and optimizing campaigns help marketers make the data-driven decisions needed to grow their mobile apps. Matz SC, Kosinski M, Nave G, Stillwell DJ. (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. Of note, at the moment of writing, the app operates as TikTok on the global market and as DouYin on the Chinese market (3). According to the research, 52% of TikTok users have discovered a new actor, movie or show on TikTok, 69% have extended their viewing experience by watching co-created content related to shows or movies, and 1 in 4 have discovered then shared about content on the platform., This cycle of engagement gives entertainment content the boost it needs to reach audiences and turn them into fans. The official Atelier Eva TikTok account has 26,400 followers at the time of writing on Tuesday. Users can watch a lot of different content. This is a BETA experience. Int J Environ Res Public Health. doi: 10.1556/2006.8.2019.59, 61. Available online at: http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48708. The research highlighted how TikTok evokes joy by showing users content that makes them happy. The figure does not exclusively mention TikTok because we are convinced that the presented details are true for all research agendas aiming at a better understanding of the relationship between social media use and well-being. Expertise from Forbes Councils members, operated under license. New episodes debut every Wednesday and can be access on iTunes, Spotify, Google Play, Stitcher and SoundCloud. Bucknell Bossen and Kottasz (31) illustrated that, in particular, young users are also those who seem to be particularly active on the platform, and thus share much information. Chinese fast fashion brand Shein holds fourteenth. 3. Online social networks and friending behaviour: A self-determination theory perspective. Ferguson R, Gutberg J, Schattke K, Paulin M, Jost N. Self-determination theory, social media and charitable causes: An in-depth analysis of autonomous motivation. (2020). The young gen have been on social media since they were kids, but the boom of TikTok has even further accelerated the amount of entertainment theyre getting on those platforms. 4. TikTok creators make content that directly engages with their followers. While 71% watch videos alone, 67% share videos beyond the platform. 50. According to the study, 58% of TikTok users are interested in seeing more content from entertainment studios on TikTok.. Social media companies have created services being highly immersive, aiming to capture the attention of users as long as possible (23). Variety is a part of Penske Media Corporation. TikTok's Value-Based Optimization solution is the optimal balance of quantity and quality. One might argue that what TikTok is, depends on the individual user and how they are using it. Its power. 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. Universal Pictures and Illumination Entertainment partnered with TikTok to launch a massive TikTok-wide singing competition to promote the release of animated comedy "Sing 2." (2021) 25:5566. TikTok isnt the only social media company to rebrand. Users' self-awareness in TikTok's viewing context. What inspires fandom? The Algorithm - The TikTok algorithm is designed to give new content a chance at virality, something increasingly hard with the main feeds on YouTube and Instagram which over-weight views/likes giving creators with high following a major advantage vs. new creators. Received: 14 December 2020; Accepted: 18 January 2021; Published: 16 March 2021. Passive usage would reflect in browsing and simply consuming videos. When Harry lived with the Dursleys, he was initially forced to live in a closet under the stairs, before . Social media was a great way for creators of TV shows, movies, books, and publications to engage with their viewers around the content they create for other mediums. Sun L, Zhang H, Zhang S, Luo J. Content-based analysis of the cultural differences between TikTok and Douyin. Montag C, Hegelich S. Understanding detrimental aspects of social media use: will the real culprits please stand up? As seen in the earlier research from BCG, Shoppertainment is a fast-growing US$1 trillion opportunity in APAC. By blending informative content with genuinely entertaining experiences, Shoppertainment appeals to today's digital-native consumers. PDF Tiktok: Source of Entertainment or Addiction - DSIMS There are shows on different subject matters, and for a while, there were even YouTube originals. (2020) 39:100106. Mod Educ Tech. Celebrity Tattoo Artist Says Clients Defend $600 Per Hour Rate - Insider In fact, people are over 20% more likely to say that TikTok is more entertaining than entertainment and social brands.. Best P, Manktelow R, Taylor B. Online communication, social media and adolescent wellbeing: A systematic narrative review. doi: 10.17703/JCCT.2020.6.2.107, 34. Trends Cogn Sci. That's why we recommend brands focus on a video-first strategy. A TikTok executive described the app as an entertainment platform and not a social mediaone. (2018) 12:817. Overall, the psychological impact of the TikTok platform might also be very likely, in particular, when adolescents often imitate their idols in LipSync-Videos (51). Moreover, the health information learned from TikTok videos often does not meet necessary standardsas is discussed in a paper on acne (20). So, some social media services have broken into the entertainment side of things. Satisfaction with TikTok was investigated as a mediator between different motives to use TikTok and to continue TikTok use. 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. Beyond age, statistics suggest that more females than males use the platform5, something also observed with other platforms (4446). Knowing that short video content has become Gen Zs social media focus, Instagram has been integrating Reels more heavily into users main feeds. Following current trends and extending them to educational content can help people learn through already-known formats. We already know TikTok is their favorite app, but its on its way to be more than that. College of Engineering, Korea Advanced Institute of Science and Technology, Republic of Korea, University of Science Malaysia (USM), Malaysia, Graduate School of Communication and Arts, Yonsei University, Republic of Korea. 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. 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. In particular, we deem this to be true, as TikTok attracts very young users, being more vulnerable to detrimental aspects of social media use (63). Our rich onsite signals also enable ads to continuously optimize for movie-goers and improve cost-per-acquisition. Available online at: https://journals.uic.edu/ojs/index.php/spir/article/view/11172. (4). Finally, Wang et al. Netflix has ventured into this feature with their Play Something shuffle option, but hardly anything can compare to the ease of scrolling TikTok while it continues to learn theirinterests. 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. China's soft power 5 ways TikTok is shaping the future of entertainment | Ad Age TikTok, one of the fastest-growing internet apps ever, is challenging the likes of YouTube, Instagram and Snapchat for viewing time with its personalized video feed. Part 2: Sorry you went viral. How TikTok swept the internet - Washington Post 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). Meghan Trainor issues apology for comment about teachers Facebook changed its name to Meta and announced a focus on the metaverse. This native instant page gathers promoted apps' information automatically and adds a CTA download button on the page. In the Why Do People Use TikTok? Based on the above stats, it seems we've reached a saturation point for online advertising. doi: 10.24989/dp.v1i1.1823, 25. Neyaz A, Kumar A, Krishnan S, Placker J, Liu Q. Bucknell Bossen C, Kottasz R. Uses and gratifications sought by pre-adolescent and adolescent TikTok consumers. In May 2023, Frontiers adopted a new reporting platform to be Counter 5 compliant, in line with industry standards. TikTok is increasingly becoming a news source / TikTok insists it's an entertainment app, not social media. In sum, much of what we know with respect to platforms such as Instagram, Facebook, WhatsApp, or even WeChat (56) needs to still be investigated in the context of TikTok, to understand if psychological observations made for other social media channels can be transferred one-on-one to TikTok. That's precisely the question that entertainment brands are grappling with in an era of content overload, when consumers' attention is being pulled in more directions than ever before. Medicine Explained, for example, is a profile that uses a consistent paper illustration format to talk about health problems. Get more from YPulse with a Daily account, a game-changer for the whole entertainment industry. Although this theory is of high importance to understand TikTok use, it is still rather broad and general. Variety and the Flying V logos are trademarks of Variety Media, LLC. TikTok: The story of a social media giant - BBC News Pro-Tip: Leverage Adjust's LinkMe for privacy-centric deferred deep linking on iOS. To filter all content types to individual Region(s) you have purchased, apply your Region(s) under Purchased Regions.. To do that, we'll mainly be looking at findings from a recent meta study conducted by Adjust, a mobile marketing analytics platform. TikTok Works is a program launched to inspire advertisers on the full-funnel impact that TikTok can drive for your business. And between late March and early April, after the TikTok CEO hearing before Congress, ByteDance's Lemon8, saw nearly 1 million downloads in the . The National Hockey League used TikTok to feature player personalities, reach new audiences and highlight diversity in the hockey community, while American film studio Warner Bros. tapped three creators, @leogonzall, @jstoobs and @therealtati, to host a red carpet TikTok LIVE for the premiere of "The Batman." Since its founding in September 2016, TikTok has seen widespread distribution, in particular, attracting young users to engage in viewing, creating, and commenting on LipSync-Videos on the app. TikTok is now the second most popular source of entertainment for Gen Z, close behind Netflix, Gen Z are using other social media platforms less as TikTok takes over their content intake, Gaming is a driver for some of their top entertainment sources, especially YouTube. The effect of using Tiktok applications on self-confidence levels. Creating a series of short videos can create continuity in your communications to keep users attention and ensure their loyalty to following your content. A recent report from Variety spotlighted some of the studios that are leaning into TikTok's unique world of discovery, co-creation, and sharing to spark new ways to connect with fans. The App Tracking Transparency (ATT) privacy framework was introduced for all Apple devices after the release of iOS 14 (and enforced after iOS 14.5) to enhance the protection of user privacy. (2019) 20:76. doi: 10.4103/AMH.AMH_7_19, 52. Thus, TikTok is also relevant for identity formation of young persons and obtaining feedback to oneself. First, insights from personality psychology provided further information on associations between characteristics of TikTok users and how they use it (see also the next How Do People Use TikTok? (Citation has been translated from Chinese language. 10. The key factor in that success? Getting acquainted with social networks and apps: It is time to talk about TikTok. GoodQues TikTok Entertainment Study 2021 via Suzy, Base: TikTok Users 18+ (n=1002). Cyberbullying and adolescents. J Individ Differ. The remade trailers saw engagement rates up to 62% higher than standard "Red Notice" trailers also boosted on the platform, and viewers were actively engaged, commenting 3x more than the industry norm. As a result, "Red Notice" became Netflix's biggest film launch ever and the TikTok community loved it. (2020) 11:617140. doi: 10.3389/fpsyg.2020.617140, 62. Just sign up for 3 free articles a month, Sign up for our Daily Intelligence plan and receive unlimited access to all articles, Upgrade your account to have access to the best marketing content, Create your free account or log in to keep reading. 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. platform to watch content on for the rest of the year, theyre evenly split: 48% choose streaming services, and 48% choose social media. The dance . Schivinski B, Brzozowska-Wo, M, Stansbury E, Satel J, Montag C, Pontes HM. Studios are taking advantage of this two-way dialogue along with TikTok's wide range of innovative ad solutions to create show-stopping entertainment moments and drive the cultural conversation. Users can also call out for challenges, where they define which performance should be created by many users. Major entertainment studios are heeding this call for more content with creative TikTok-first campaigns that lean into the unique user experience of the platform and its vibrant creator community. While Netflix has maintained its position as the top entertainment service Gen Z is using weekly or more, TikTok has quickly risen through the ranks to become their second biggest source of video content. And of course, YouTube has developed YouTube Shorts to draw the short content lovers, but TikTok continues to outrank them. J Behav Addic. The Biggest Trends of TikTok 2020 - The New York Times It was the most downloaded app in 2020 and 2021. Last month, Hyundai agreed to pay $200 million to settle a class action lawsuit in the wake of a car theft challenge that . Finally, there arises the problem that while creating content, children's/adolescent's private home bedrooms from which they create TikTok videos become visible to the world, posing privacy intrusions (21). Read on to see how TikTok improves efficiency with an entertainment-first approach. Clearly, young TikTok users are also confronted with harmful health content, including smoking of e-cigarettes (19). arXiv[Preprint].arXiv:2011.01414. for gamers to keep up with the top streaming platforms. Instagram, likewise, has been trying to keep up with TikTok through pushing their Reels function. There are exercise videos that people can use to do at-home workouts. CTA button clicks) with high intention will be used to improve the delivery model and optimize iOS Dedicated Campaign install performance. At the heart of TikTok is an entertainment experience fueled by the imagination of communities and creators and powered by discovery. When we ask 13-21-year-olds which services theyre using to watch video content weekly or more often, their responses show clear indications of TikToks massive influence on even mainstream entertainment: And though it may sound shocking that TikTok could truly be comparable to mainstream entertainment, its really no surprise when you look at their other preferences. TikTok has a broad definition of creators: Thoensen and his team work with media companies including Lionsgate and other Hollywood studios, streamers like Netflix, the NFL and the NBA, Comedy Central, ESPN, Conde Nast and BuzzFeed, along with individual stars like Charli and Dixie DAmelio, Addison Rae Bella Poarch and Khaby Lame, as well as traditional celebs such as Will Smith and Martha Stewart. Further theories need to be mentioned, which can explain why people are using the TikTok platform: Social Impact Theory and Self-Determination Theory. doi: 10.1002/hbe2.243. Ultimately, applying this theory to better understand TikTok use also needs to take into account that users differ in terms of their active and passive use. These findings come from TikToks 'Time Well Spent' research, conducted with Kantar. Less than a third of Gen Z are using Hulu, Amazon Prime or HBO Max this often, all falling behind Snapchat, and HBO Max behind Facebook. Available online at: https://www.fljs.org/sites/www.fljs.org/files/publications/From%20Banning%20to%20Regulating%20TikTok.pdf, 7. TikTok is more than Gen Zs favorite social app, its a game-changer for the whole entertainment industry. Time well spent: TikTok ushers in a new era of entertainment Short-form videos on TikTok have changed online entertainment, creating entirely new opportunities for audience engagement that drives meaningful business impact. Get more from YPulse with a Prime account. For Gen Z males, that number jumps to 34%, making it their seventh highest ranking source of entertainment. A Pew Research Center survey finds it's also increasingly a place to get news. Knowing that short video content has become Gen Zs social media focus, Instagram has been integrating Reels more heavily into users main feeds. A study by Shao and Lee (33) not only applied uses and gratification theory to understand TikTok use but also shed light on TikTok use satisfaction and the intention to further use TikTok. Selena Gomez began the day by calling on her fans to stop harassing Hailey Bieber amid the weeks-long TikTok discourse about Hailey's treatment of Selena and their history. (2020) 6:10715. We believe that it is also high time for researchers to put research energy in the study of TikTok and to do so in a comprehensive manner. A recent review by Kross et al. Chen Q, Hu Y. The studio intentionally selected creators with different fan bases and areas of expertise to keep the conversation lively and draw as many viewers as possible. The TikTok algorithm is able to find relevant users who don't just install the app but also retain the app over a longer period of time. Shao Z. Security, privacy and steganographic analysis of FaceApp and TikTok. TikTok's popularity is surging as 1 billion people use the app each month. 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 . But even other social platforms cant seem to keep up with TikTok. So if youre a fan of surfing videos and are an amateur knitting enthusiast, before you know it your For You Page will be full of videos of surfers tackling the biggest waves and tutorials on how to knit yourself a cardigan for winter. The site has had no end of viral trends that range from fun things to jump in on to dangerous ones. But TikTok has been leaning into live gaming content, too, testing out TikTok LIVE subscriptions for gamers to keep up with the top streaming platforms. 2. They can cater to those who desire to learn as much as possible, to be better people and to create a better place for humanity. doi: 10.1007/978-3-030-49576-3_5, 48. Eur J Cult Stud. The biggest ways TikTok has changed American culture | CNN While streaming services and social media platforms clearly dominate Gen Zs video content intake, it should not be ignored that 22% of Gen Z are watching Twitch weekly or more. Comp Hum Behav. Gu X. Little Mermaid fans are spoofing 'Part of Your World' on TikTok 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. Additionally, people on TikTok reported stomach pains after using . In light of user characteristics of the TikTok platform, this research is highly relevant because TikTok users are often adolescents and therefore from a group of potentially vulnerable individuals. In just a few short years, this app has become the fastest-growing and one of the most. 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.

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