![]() The Washington Post’s TikTok is filmed inside an apartment. That’s why we see so much TikTok content filmed in bathrooms, bedrooms, living rooms and kitchens. It’s all about capturing unfiltered, unstaged real life, and production value is less important. TikTok Is About Authenticity, And Real Environments Help ![]() The performance raised over $2,000,000 for The Actors Fund. The communal project culminated in an online performance featuring Broadway veterans like André De Shields, Tituss Burgess, and Andrew Barth Feldman. ![]() While Disney had no control over the content or trend, it began making references to the musical on their official social media pages. What started as a small subculture on the app skyrocketed and turned into a full-fledged production, with hundreds of creators getting involved writing, choreographing, and performing a musical based on Disney’s 2007 movie, Ratatouille. Another instance of incredibly viral, singable content was the “Ratatouille Musical” that took over the app this past Fall. What goes viral tends to be positive, happy, fun, creative, danceable, and singable. Other examples of micro subcultures on TikTok are frog TikTok, Alt TikTok, Cottage Core and Anime TikTok. Because it’s so easy to create TikToks, funny ideas that everyone can relate to, like the husband and wife comedy videos, invite others to jump on. This ability to join in with a very specific, niche interest area, creates communities. The viral Sea Shanty video of a young Irishman singing iconic, acapella tunes of his culture that were ripped and posted by others in harmony, is a great example. TikTok has special features like Duet, that enable others to superimpose their own variations on an original post. According to Wei, TikTok helps interest groups find each other quickly and branch off into their own spaces. Facebook Groups, where users have to search and opt-in to find their group. TikTok amplifies and creates custom environments for each. It’s easier for micro-culture members to find each other on TikTok vs. The platform is masterful at providing content for very specific, granular, micro-subcultures. TikTok Engages Micro, Cross-Sectional Interest Communities In addition, in July 2020, TikTok announced it would give creators globally over $2 billion over the next three years via a Creator Fund to ensure it has great content. The platform gained traction because it’s so entertaining for each user, and because TikTok spent very heavily, marketing on YouTube, Instagram, Twitter, Facebook and in mobile games to gain awareness. “It’s extremely fast, very stable, and rarely crashes.” The app’s success isn’t just the algorithm, it’s also execution and design. ![]() “TikTok’s execution and user experience are exceptionally good,” says Fox. Great Platform Execution And Substantial Marketing Spend In 1 minute, TikTok’s micro-observations track at least 5-6 user measurements, multiplied by the average 52 minutes per user, can mean 300 data points per day and 9,000 data points per month, per user. The fact that TikTok measures each user’s behavior every few seconds and tracks exponentially more content than any other platform, makes the algorithm better and better at serving up what users will like. solo content, where it’s set, and what filters are used. TikTok employees tag/label/categorize multiple characteristics for each video including video type, music type, gender and demographics of the video’s subject, group vs. For each video, TikTok measures many parameters of viewer behavior: Swipe-ups, swipe-aways, pauses, hovers, re-watches, number of repeat viewings, videos not fully watched, shares, if the user taps into the creator’s profile page, if they followed them, who follows them, views of their other videos, where it’s watched, when it’s watched, on what type of device, past videos watched, and viewer demographics and psychographics.
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