TikTok Is Big and Growing Bigger

August 26, 2021

The Twitter of video is roiding up.

Why are we not surprised? Nikkei reveals results of its recent global survey of downloads in, “TikTok Overtakes Facebook as World’s Most Downloaded App.” Writer Rei Nakafuji reminds us:

“Some believe that personal information shared with TikTok is not secure. In 2020, former President Donald Trump called on the company to sell off its U.S. operations or be banned. The app’s popularity nevertheless grew during the pandemic, when it became the leading download in Europe, South America and the U.S. Joe Biden, Trump’s successor, withdrew the presidential executive order, but uncertainties remain elsewhere.”

Despite these uncertainties, it seems the sky is the limit for TikTok. The write-up reports that, in the US and UK, total viewing time for the app has surpassed that for YouTube. We notice there is even a service now, named Heepsy, that helps advertisers find influencers to promote their brands. Its description reads simply:

“Find TikTok influencers who fulfill your brand’s requirements in a matter of seconds. Filter by location, follower count, and engagement. Check out their location, engagement rate, follower count, and total number of videos.”

Are Facebook, LinkedIn, and YouTube getting nervous about TikTok’s ascendance? We are curious to see what countermeasures each will deploy.

Cynthia Murrell, August 26, 2021


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