If you haven’t been living under a rock (despite how tempting it sounds in the current climate of the world) you will be oh so familiar with the platform TikTok. Arguably the most colourful platform, notable for its viral dance moves and Gen Z core audience, it prompted the rise of digital media and our relationship with content creation.
Murder on the dancefloor…
As we navigated through a global pandemic, the image of what it means to be a content creator and more importantly a popular one has transformed away from the flawless Instagramable aesthetic and into the demand for more relatable, humorous content. TikTok started off as an insight into Gen Z trends and culture but has now become a space that crosses different intersections of society as cross-generational participation in challenge videos have become common practice.
However, like all good things, they must come to an end and it’s looking like TikTok is on its way out, as countries such as the USA backed by Trump are looking to ban its usage across all states, and appears that the same may be heading to this side of the pond.
The Rebirth of Triller
Triller is the perfect example of an oldie but goodie as although it has been about since 2015 and was popularised before the explosion of TikTok on the scene, it has still maintained a comfortable level of usage as brands and musicians alike use the platform as a sub-hub to reach different areas of their fanbase. Now, if you’re wondering ‘WTF is Triller? I’ve only just got to grips with TikTok!?!’ do not fear as it’s the same in essence, as the navigation on the apps are pretty much identical. The app mobility partnered with an already established and sees itself as ‘the adult version of TikTok’ placing it in its own niche whilst simultaneously appealing to the older millennial crowds and Gen Z’ers looking for an alternative to jump on once the final nail lands in the TikTok coffin.
Is Three a Crowd or a Party?
Just when it looked like Triller was going to be anointed as the world’s next favourite video platform, in came Instagram jumping on the bandwagon, announcing its new ‘Reels’ feature. It appears that the copycat king owned by Facebook has entered the chat and wants a slice of the action and with UK publishers such a LADBible already averaging around 2.5 million views per video, and a history of halting apps in their prime (remember Snapchat) its looking like a pretty formidable opponent for both Triller & TikTok.
What we can take from this flurry of tech companies to create the ‘next big thing’ is that there is a real industry move towards utilizing video content. We saw it first with Youtube and Vine, with TikTok taking the popularity to astronomical levels both through monetization of super users/influencers and organic user popularity. Brands are even jumping on the bandwagon with news outlets, celebrities and even your gran filming their 15 seconds of fame.
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Until our next time,