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TikTok and the rise of creators

Influencers have been around for over a decade. But with the rise of TikTok we see the rise of a different type of influencer, a creator. Unlike Instagram influencers who may be focused on generating the perfect grid of beautifully curated images, TikTok creators capture people’s attention with dance, exercise & comedy videos they spend time putting together.  

According to a WGSN study, influencers are resonating less as consumers are increasingly ‘inundated with fake news, overwhelmed by homogenous posts and exhausted by the lack of substance on social media channels’. In contrast, TikTok creators spend approximately 50 minutes creating a TikTok which is a lot longer in comparison to other social channels. And TikTok users spend around 80 mins per day browsing through the platform.

And although scrolling on TikTok may just be a form of entertainment to some, recent search has shown the platform is being used by many to find out about social issues.

TikTok Houses & reality TV  

In order to collaborate and make more content, a few ‘TikTok Houses’ exist. These are actual physical houses where a range of TikTok creators (mostly under 21 yos) live, make videos and promote each other on their social platforms. A lot of these houses are founded by TikTok creators themselves and have quite strict rules to ensure content continues to be created. At the most famous ‘Hype House’, members are expected to create content daily, parties are not allowed and inviting friends over requires previous approval.  The Hype House has even been approached about making a reality TV show, called Hype Life, which will centre around its founders Chase Hudson and Thomas Petrou.

Via: Hype House Instagram via The Insider

Instagram wants to create too

Instagram has recently launched ‘Reels’ which is a feature allowing users to create short 15 sec videos with music and effects – similar to those features of TikTok.

Reels launched as TikTok continues to face ban threats due to privacy & data concerns in the US.

Short form video formats have been growing in popularity with younger users, so it’s no surprise Instagram wanted a slice of the pie.

Reels doesn’t have all of the features that TikTok has, however, it does give users in the app a wider range of options for entertainment.

Gen Zs learning about social issues on TikTok

It’s not new news that Gen Z’s are more socially-consciously aware than the generations before them, and that they favour brands that are socially-conscious. And although TikTok hosts a huge range of dance and entertainment videos, it’s interesting to note that three-quarters of Gen Zs said that TikTok is helping them learn about social justice and politics and start current on news, a recent study shows.

According to the same survey, social activism posts on the platform have over half of Gen Zs users to engage in discussion with family and friends, 44% have signed petitions and 32% have gone and educated themselves further because of something they saw on the app.

This social activism isn’t just online, it has seeped out into the real world. Recently, TikTok users encouraged each other to file more than half a million ticket requests for a Trump rally, leading organisers to believe the event would be sold out, when in reality only a fraction of Trump supporters showed up.

The app also played an important role during the BLM movement, with users sharing information about how to be an ally, highlighting black-owned businesses and demanding justice.

TikTok channel on Amazon Fire tv

Amazon Fire Tv have also started streaming TikTok in a dedicated channel. With over 71 million users in the US, this will give TikTok the opportunity to connect with more people and it will give its creators the opportunity to grow their following. Apart from streaming popular TikTok videos, the dedicated channel will also host interviews with TikTok creators.

Sylvia Jahn


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