Blog : Social Media

DOES TIK TOK SPELL THE END FOR INSTAGRAM?

DOES TIK TOK SPELL THE END FOR INSTAGRAM?

In February 2020, Tik Tok reached a whopping 1.5 billion downloads globally. There were 615 million new users who downloaded the app from the App Store and Google Play store in the past 12 months, an increase of 6% from the previous year. But why is it so successful?

Tik Tok is a hugely popular video-sharing social-platform owned by ByteDance, a Beijing-based company founded in 2012. Content creators take existing formats, such as jokes, memes and songs, and reinterpret them in their own way. A song is lip-synced by hundreds of creators, each adding their own twist to it. The content shared via TikTok can be described as mostly frivolous, but users don’t care. They have fun creating it and don’t seem bothered by public scrutiny.

Unlike Instagram, TikTok isn’t about you or what you’re doing. It’s about entertaining your audience. It’s not spontaneous chronicling of your real life. It’s about inventing characters, dressing up as someone else and acting out jokes. It’s not about privacy and friends but strutting on the world stage. And it’s not about originality — the heart of Instagram. TikTok is about remixing culture — taking the audio from someone else’s clip and reimagining the gag in a new context by layering it on top a video you record.

Should Instagram be worried? TikTok is unlikely to replace Instagram, but it could become a good alternative source of entertainment for users. Most users won’t abandon Instagram for TikTok, but the amount of time they spend on Facebook’s photo-sharing app could decline. TikTok is almost the opposite or a deliberate parody of what’s on Instagram; its users seemingly go out of their way to denounce the latter platform’s aesthetics, high-profile production values and originality. If anything, the majority of TikTok creators embrace the silliness to the fullest, and in that lies its biggest strength: setting the entry bar very low. TikTok enables anyone to jump in quickly and create content, without the work that goes into polished production.

TikTok has a relatively younger user base than Instagram. Nearly half of its users are teenagers, and more than 65% users are under 25 years old. The app is equally popular among male and female users. However, a large number of millennials and boomers install the app out of curiosity and end up ditching it after a while. It is fun to scroll through these videos for a half-hour every now and then, but it eventually becomes repetitive and loses its stickiness after a while.

While both Instagram and Facebook are pretty ad-heavy, TikTok isn’t (not yet at least). They started showing short ads in January 2019, and they now have an advertising system, but it isn’t driving people away from their platform yet. TikTok generates revenue through in-app purchases such as digital gifts and emojis. But it’s also ramping up its advertising business, showing you portrait-mode video ads. Unlike Instagram, TikTok has access to both the Chinese and international markets for advertising means. Facebook’s apps don’t have access to 1.4 billion people in China.

Teenagers are gaga for TikTok. And with the advertising floodgates wide open, brands are too. Chipotle, Nike, Skittles, Fenty Beauty, Pepsi, and Universal Pictures are among the many companies that have already been lured by TikTok’s warp speed success.

So, is it time for your company to start TikTok marketing? The team at Rumour Mill has had a play around with the app and we are all unanimously sold. The platform acts an endless feed of short entertainment bursts which are light-hearted, warm and often funny. This is a welcome alternative to the perfectly polished aesthetics of the gram. We especially love the ability for everyone to get involved in Tik Tok. The app actively encourages people of all ages to try the latest dance trend or lip sync their favourite comedy skit. We can certainly see how it would fit in the marketing mix in the near future. Restaurant clients making quick fire food videos, fashion brands doing sassy runway shows and much more. It is essentially Instagram Stories on steroids, and we are here for it!

Tik Tok grew by over 400 per cent between 2017 and 2018 and is now a mainstream app. The question is, will this explosion continue? Or, are we approaching the ceiling whereby user growth will flatten a la Snapchat and Twitter? Time will certainly tell.

Give it a go this Easter Weekend or follow our Rumour Mill Social Media Guru Ciaran for a few giggles: @ciaranmullan04. Once we get past Covid-19 and we are all together – Rumour Mill TikTok will be born to entertain you all.

BEAUTY BUSINESS UNDERGOES £100K REVAMP

BEAUTY BUSINESS UNDERGOES £100K REVAMP

Tyrone businesswoman Roisin Doherty has announced the creation of eight new jobs at her successful hair and beauty salon; as a result of investing £100k into the redevelopment of the popular Coalisland business. The multi-award-winning salon has also introduced ‘Retail by Roisin Doherty’, a tailor-made hub, stocking specially curated beauty products, available to purchase within the salon.

Launched in 2015, Roisin Doherty Hair & Beauty burst onto the local scene and has experienced significant growth since first opening its doors. The newly configured space will accommodate the business’ additional services and provide more opportunities for training and development of staff. Roisin has worked alongside Cookstown based designer Neal Calvert, to create bespoke desks for all technicians with the latest technology included. The salon has been adapted to create a more immersive setting for all customers, allocating more space for services such as nail treatments, makeup applications and facials.

Speaking on the exciting announcements, Managing Director, Roisin Doherty, who is a well-known social media personality, said, “When I opened the business three years ago, I couldn’t have predicted how positively the local people would respond. We are delighted to be growing the team and developing the salon to cater to the needs of our customers. Everything has been carefully planned and considered so that we make optimal use of our space. The new retail hub enables our customers to purchase any of the products from their hair or beauty treatment, allowing them to use the same products as our experts.

Roisin continued, “We operate a highly professional yet welcoming environment. Our awards are testament to our outstanding team. I am confident we can continue to go from strength to strength. Plans are already in place for the next phase of the business.”

Juggling life as a businesswoman and a social media influencer, Roisin has also seen her lifestyle blog grow vastly in popularity. Admired across the beauty industry in Northern Ireland, Roisin’s blog showcases all her expert hints and tips and advice pieces in the world of beauty and fashion. Discussions are currently in place for the opening of further premises for the brand in the near future.

PEEKABOO, INSTAGRAM CAN SEE YOU!

PEEKABOO, INSTAGRAM CAN SEE YOU!

We gauged public opinion on the recent revelation that Instagram now allows users to see when their friends were last active. Find out what our followers thought of this new feature.

Instagram stayed rather quiet over the weekend, as they gently rolled out a new update which focuses on increased visibility of users. With new social media platforms popping up fast – you would wonder how much more can be added to increase visibility even further?

Well Instagram has found a way – presenting the ‘Last Active’ feature.

Instagram now allows your friends and followers to track when you last used Instagram. When sending stories or direct messages, you’ll notice that beside their username, in grey writing you can now see when they were last active – the times are very precise, ranging from “active now”, “active 32 minutes ago” to “active yesterday”.

This won’t be a ground-breaking update for you if you use Facebook messenger or Whatsapp, as you should be used to that by now. However, this adds Instagram to the list of places where other people can monitor your activity heavily.

If you find yourself mindlessly scrolling Instagram as a de-stressor throughout the day, but don’t quite have the brain power to respond to your messages, we have good news. You can deactivate this feature easily to ensure that others (like your boss) can’t track your usage and send those nagging “Get back to work” or “I know you’re online…?” messages.

Step 1: Open your settings via the three little dots in the top right-hand corner

Step 2: Scroll down to “Show Activity Status”

Step 3: Click on the toggle to ensure that you have freedom to scroll, without feeling obligated to respond to messages immediately.

Voila! – you’re now free to live a semi-private life through Instagram again – sharing only what you choose to share, which likely doesn’t include your low-key addiction to scrolling.

 

How do you feel about Instagram’s new updates?

Instagram Poll

We asked our Instagram followers if they were aware of this new update, and 50% of our followers had no idea that Instagram was sharing their activity with others. Of those who had already heard about the update, 100%* of them had found out via friends/websites or blogs – no one found out through Instagram’s own news or social media pages.

This introduces the argument that new features like this one should be heavily advertised

to ensure users are aware of changes. It also poses the idea that new features like this one should automatically be inactive when updated, and Instagram should prompt us to turn it on if we wish.

We asked our followers if they would have chosen to share their visibility had they had the

choice; 69% of people voted asking for more space, disagreeing with this new feature. Researching further the 39% of followers who didn’t mind sharing their visibility, we found that this correlated with a higher follower count, as well as those accounts using Instagram as a business or blogger.

With more updates to come in 2018, we found this insight very interesting. Instagram seems to be verging towards more of a marketing platform – allowing for marketers, brands and businesses to seamlessly merge onto users feeds without much evidence. This is good news for businesses, but could increase the scepticism for casual users who enjoy Instagram as an escape from the marketing stance that Facebook displays.

Stay tuned for future Instagram advances and find out what they could mean for you and your business.

*This figure was correct as of 3pm 23/01/2018

WHAT’S NEW WITH TWITTER?

WHAT’S NEW WITH TWITTER?

Twitter has doubled its character limit, allowing us to share even more of our thoughts with the world through the micro-blogging site.[i] The 280-character upgrade has – as always- created some mixed feelings with the public, with many confused as to why an ‘edit’ function wasn’t created first.

Twitter announced in September 2017 that it was testing out a longer character limit, allowing users to express their thoughts using double the amount of characters they are used to. Interestingly, an analysis of the focus group who tested out the new feature, showed that only 5% of the tweets sent by the group were longer than the standard 140 characters.[ii]

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