Category: Social Media Marketing

What is Tik Tok, the application favored by teens?

Tik Tok an app with 500 million subscribers in the world. If you are not very connected social networks you may have missed out on the Tik Tok phenomenon.

This application has long been at the top of downloads on iPhone and  Android and carton among college and high school students.

The concept is simple: videos from 15 seconds to a minute, to film  themselves dancing and singing in playback on popular music, embellished
with filters of all kinds as on Snapchat and Instagram.

A way to become “influential”

Users then share their creation on the network and it can be viewed by all subscribers of the application. The funniest, most inventive and cute video is put forward by Tik Tok and .

Because the more a video is “loved”, shared and commented, the more it goes up in the stream and is visible. A simple way for any young lambda to become “influential” on social networks.

To make the game even more “fun”, Tik Tok offers challenges every day for its subscribers: stop when you hear a click in the song, disappear and then reappear in a fun way, try as much clothing as possible in 15 seconds. ..

The videos have invaded Facebook, , and other Instagram, evidence of its obvious success. Fashion effect or more sustainable trend, Tik Tok has, in any case, seduced teens around the world. Understand TikTok, the favorite app for teens fans of play-back

What is Tik Tok?

TikTok. His name is Douyin in China, his country of origin. This is an application for smartphones, born in September 2016, and published by the Chinese giant ByteDance who has become known with the very popular custom news content platform Toutiao. TikTok is dedicated to creating and sharing short music videos. The users film themselves in front of the camera, making play-backs or choreographies. Many competing applications exist in the areas of karaoke, lip sync or play-back such as Triller, Dubsmash, Funimate.

Okay. But what do we do on TikTok?

Once your account is created, the user can choose a song from a vast catalog that goes from Annie Cordy’s Curse to Handclap to Fitz and the
Tantrums. He can then film himself over the camera, pretending to sing, or miming the lyrics. Videos that last fifteen seconds can then be applied a particular speed to slow down or accelerate the movement, but also filters and visual effects. Once shared, clips will scroll on the app’s homepage and are listed in the creator’s profile as an Instagram account. Users collect “likes” and subscribers.

And it’s fun?

For the layman or the audience (let’s say: adults), TikTok looks like an endless succession of videos of teenagers singing on popular hits. We let you give your opinion on the subject.

For users, TikTok, like its predecessor Musical.ly, is an endless playground. The majority of TikTok addicts are full of creativity and take advantage of the many effects offered by the application to become one of the best videographers.

As on the late Musical.ly, we find on TikTok daily challenges that invite, on the same music, to stand out on a theme. The keyword #girlsturnintoboys includes, for example, videos of girls who change into boys.

Depending on the countries and cultures, the application can be used really differently. “European users love comedy, fashion and beauty,” says Le Monde a TikTok spokesperson. Chinese Internet users prefer to offer sketches and fake hidden cameras. Last May, for censoring in China Peppa Pig, a cartoon character who became a subversive icon.

How many users are on TikTok?

Before winning in Europe, TikTok was very popular in Asian countries, especially China and Japan. In the first quarter of 2018, TikTok was the most downloaded app in the world, according to Sensor Tower analysis firm. By June 2018, it claimed 500 million active users per month.

Tik Tok app

For its part Musical.ly reached 100 million active users per month in 2017. The application had conquered European and American teenagers. The number of subscribers in France was estimated at 2.5 million. Asked by Le Monde, the company ByteDance refused to give the figures of its users since the merger of the two applications in August.

How Operators Can Manage the Mobile Data Explosion?

The insatiable thirst customers have for higher amount of mobile data is growing tremendously.

The stats from suggest that usage of mobile data has increased from 7 exabytes to 17 in a span of two years and will be almost 49 exabytes in 2021. The compound annual growth rate of the increase is about 47 percent. The everyday mobile activities like video calls, voice calls, social media usage and e-commerce are the key drivers behind this increased mobile traffic.

mobile data

Telecom operators now face a massive increase in their network costs due to this data explosion. Stats also suggest that the cost for accessing and backhauling network will almost double in the next five years.

So, the big question now is how operators can manage this data explosion?

The answer lies in the effective implementation of ‘Network Optimization and Data Monetization.’

Focusing on these two parameters will enable operators to provide bandwidth in a more cost-efficient way and benefit from the expected rise in data. Here are some ways can intelligently expand their network capacity and monetize data:

  • Optimizing Video Delivery

An explosion of mobile video consumption is likely to drive the anticipated mobile data growth over the next few years. According to , mobile video will make up 78 per cent of all global mobile data traffic by 2021.

However, it is found that more than half of all video sessions are abandoned before the subscriber reaches midpoint. Accordingly, telco operators can reduce wasted bandwidth by closely matching the download to the playback speed (pacing) as opposed to downloading the full video.

  • Intensifying Traffic Shaping

Traffic shaping can be used to prevent network congestion, alter user behaviour, and optimise monetization of data usage. Most operators are already using basic tools for steering user behaviour and limiting peak usage, either by rate-limiting after a certain download volume, implementing tariffs with usage caps, or time-based tariffs.

  • Density Geographies

Congestion in network and scarcity of spectrum problems are different in diverse geographic locations.  They apply to a small portion of the operator carriers’ coverage area. Carriers can set prices based on the regional realities of the data usage. Adopting the yield-management practices and driving requirement-based usage in underutilized areas improve profits.

  • Quality and Traffic Prioritization

Customers who need a higher quality of service are willing to pay more for it. These segments can be targeted by MNOs to capture incremental value. This can be done by offering quality-of-service guarantees; thus, ‘prioritising’ premium traffic during times of potential network congestion.

  • Time-of-Day Pricing

One of the greatest challenges for MNOs is ‘peak hours’. Just as some voice plans are known to have different charges for peak and off-peak periods (often lower rates at night), we can expect operators charge varying rates depending on the time of day by ‘de-averaging’ data pricing. A study by shows that mobile data usage on social apps is at their peak for four hours a day. So, the telco operators can adjust speed and charges according to the usage time.

time of day spending social media

Pricing by Data Type

Though differences in types of video usage give operators some flexibility, rising demand for data-heavy video will still be the biggest strain on most networks. This can be countered by plans that are priced by data type. For instance, offering unlimited internet and e-mail usage but pricing video traffic based on quantity consumed.

Stats from suggest that for an hour of HD video streaming more than 1 GB of data is used. As mobile video streaming has the largest growth rate of all mobile content categories, charges can be defined accordingly.

Conclusion:

With the enormous surge in mobile data, MNOs should have the capacity to monetize this traffic, yet to do so; they require unique visibility into the makeup and usage of the data itself. To gain such visibility, can help them handle the data explosion more intelligently.

Managing data explosion is a big challenge but implementing the right broadband solutions will enable MNOs to close the revenue gap and increase profitability.