As TikTok hoovers up users, and the advertising dollars that follow them, its larger rivals are rewriting their own apps to mimic the young upstart
TikTok makes creating films easy. It has done for video-editing what Instagram did for photo-editing a decade ago, allowing amateurs to turn wobbly recordings into slick-looking films. Better yet, the AI discovery algorithm dangles the prospect of viral success before unknown creators, who struggle on apps like Facebook, which reward those with lots of followers.
Douyin also demonstrates how TikTok could move beyond advertising. The app is a big force in e-commerce, its live-streaming stars flogging products in a 21st-century reimagining of theshopping channel. Although TikTok’s first such foray, TikTok Shop, which was launched in November in Britain and Indonesia, has flopped, it is unlikely to give up.
But TikTok, in turn, is pinching some of its rivals’ ideas. It has raised the maximum length of its videos to ten minutes, eating into YouTube’s market. It has launched disappearing clips along the lines of Snapchat’s “stories”. It is trialling a subscription model, similar to that on Twitch, Amazon’s live-video platform, in which fans pay to access a creator’s channel. And it recently started paying some creators a share of ad revenues, as YouTube has long done.
In 2018 ByteDance was forced to shut down Neihan Duanzi, its joke-sharing app, which once had more than 200m users, after China’s media regulator claimed that its “off-colour” content had “triggered intense resentment among internet users”. Mr Zhang, ByteDance’s founder, made a public apology: “The product has gone astray, posting content that goes against socialist core values. It’s all on me. I accept all the punishment since it failed to direct public opinion in the right way.
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