Who are the TikTok Users?

The previous app Musical.ly targeted the Generation Z demographic and the bias was females. TikTok seems to be targeting the same people but it is really too early to tell. There certainly are older uses on the platform now.

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You cannot get away from the fact that around 66% of TikTok users are under the age of 30. Females still dominate the platform at around the same percentage. TikTok has an international appeal with a lot of users from India and the United States. The sister app Douyin has around 400 million Chinese users and the apps use different servers.

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When Douyin first launched more than 50% of its users were under the age of 24. However, most of these users are still using the app so the age range keeps going up. Time will tell if the same thing will happen to TikTok and we believe that this will be the case.

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Videos on TikTok

A TikTok user can upload a video that they have shot of themselves or any other video that they have in their gallery. There are features in TikTok that can slow down or speed up videos and users can apply a number of different filters.

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TikTok also has a “react” feature where users can shoot a video which includes their reaction to another video. A small window showing the user can be placed anywhere on the screen and this is a popular feature.

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There is also a “duet” feature on TikTok where a user can create a video with one video next to another one. This feature was available in the previous Musical.ly app and was very popular so they decided to keep this – a smart move.

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It is possible for users that upload videos to mark them as either “public”, “private” or “friends only”. TikTok provides a “for you” page which displays a feed of videos recommended for the user based on which videos the user has viewed before (similar to YouTube) using artificial intelligence.

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Each TikTok user has a “saved” section in their profile which only they can see. Here they can add videos, sounds, filters, and hashtags that they can refer back to any time that they want to do this.