How TIKTOK’s climbing a short -shaped video racing

Tiktok fist in the short video market, and the world’s largest technology platforms are racing to catch up with.

Since its launch worldwide in 2016, the BYTEDANCE -owned Tiktok has collected more than 1.12 billion active users per month all over the world, according to Backlinko. American users spend 108 minutes average a day on the application, according to Apptoptia.

Tiktok’s success has formed a social media scene, forcing competitors like Meta and Google on their axis of their short video. But so far, experts say that no accuracy of Tiktok algorithm was accurate.

“It is the Internet Center for Youth,” said Yasmine Enberg, Vice President and lead analyst at Emarketer. “It is the place they go to entertain, news, trends and even shopping. Tiktok puts everyone’s tone.”

Platforms like DeadInstagram rollers and Google YouTube shorts expanded stronglyLaunching new features, creative tools and even thinking about separate applications for competition. Microsoft-LinkedIn, traditionally, a professional network of networks, It is the latest to try the Tiktok feed feed. But as Tiktok continues to develop, add features such as e -commerce integration and longer videos, the question remains whether competitors can keep up with it.

“I raise every day. I am dealing all the time,” said Alyssa Mcai, the content facility, the creator of the content in Tiktook.

But there may be a dark side of this growth.

With the high consumption of short content, experts warn Disclosure of attention extends And high mental fears, especially among younger users. Researchers such as Dr. Yan Bonsin, Associate Professor at the Children’s Study Center at the University of Yale, notes that sleep patterns and increase anxiety levels associated with endless pass habits.

“The endless pass and a short video is designed to attract your attention in short fiery shorts,” said Dr. Bonsin. “In the past, the entertainment was about taking you on a journey through a show or story. Now, it comes to closing you for only a few seconds, which is enough to feed you the next thing that the algorithm you will love.”

Despite the high participation in the sky, short videos that control a hard battle. Unlike a long YouTube content, ads can be inserted all over, short clips provide limited space for advertisers. Creators, too, feel pressure.

“It was never easier to become a viral,” said Enberg. “But it was not difficult to transform these viruses into a sustainable work.”

Last year, Tiktok created an estimated $ 23.6 billion of advertising revenues, according to Opelo, but even with this growth, many creators still get a few dollars per million views. YouTube shorts pay nearly four cents per 1000 views, which is less than its long counterpart. Meanwhile, Instagram was based on the partnerships of the brand and emerging tools such as “experimental rollers”, which allow creators to experience content by sharing videos at the beginning with non -followers, giving them a low -risk method for testing new formats or ideas before deciding to participate with their full audience. But Meta told CNBC that the income rollers are still working.

While the legislators examine the ownership of Chinese Tiktok and Explore the potential banThe competitors see a chance window. Meta and YouTube prepares to capture up to 50 % of the declarations that have been re -customized if Tiktok faces restrictions in the United States, according to Emarketer.

Watch the video To understand how Tiktok’s climb raised a short video race.