How Can TikTok Shake Up Social Media Platforms In 2020? | W3 Lab

How Can TikTok Shake Up Social Media Platforms In 2020?

TikTok is one of the fastest-growing social media platforms ever that enables users to film and share short videos. Similar to Vine, but much more popular, TikTok hasn’t stopped growing since it launched. And the growth is anything but slow.

By smartly utilizing the editing, music, and filter features, TikTok users are creating videos that are getting millions of views, and they themselves have millions of followers. The top ten most followed accounts have over 20 million followers and are mostly owned by social media personalities.

Now that 2019 is nearing to an end, and a new year is coming, social media platforms have the chance to do something different and gain popularity. Here’s what we think will happen on TikTok in 2020.

What will social media platforms do in 2020? | Source

Tapping into the influencer trend  

Influencing, the most popular occupation of the new age. We can’t really blame influencers though, I mean, who wants to do a boring 9-5 job every day of their lives until they die? While social media platforms are where they shine the most, their biggest fans are definitely brands.

TikTok has over 800 million active users worldwide, and if they pick a popular influencer with over 20 million followers and also suit their brand, companies can significantly increase their sales. As already mentioned, the most followed TikTok accounts are social media personalities, so there’s no doubt that more and more brands will utilize TikTok influencer marketing.

tiktok active users
TikTok has over 800 million of monthly active users!

The influencer TikTok engagement rate is high. If you look at the profile of Loren Gray, who is the most followed TikToker, you’ll immediately notice how many people watch her videos. A vast majority of them has close to a million plays, and we cannot even know the number of her videos that people remix. Engagement rate matters: brands will not go for an influencer who has only a few thousand TikTok plays.

Do social media platforms pay people to join?

Almost a month ago, there was a leak that showed how much TikTok paid influencers to join their platform.

titkok offer to influencers
Tiktok offer for influencers

Instagram is still the most popular social media platform for influencer marketing, with Insta posts being the most popular content format, immediately followed by Insta Stories.

It’s no wonder that TikTok is paying influencers to come and use their platform. Who knows, maybe in 2020, TikTok will take Instagram’s title as the most popular social media platform for influencers.

How does TikTok influencer marketing work?

Before brands hire someone and give them a ton of money, they first do a lot of research. They try to find influencers whose followers are their target audience, so whichever product they have the influencer promote, they can be sure that it’s going to be a hit with the audience. The quality of the influencer’s content is also very important, as well as their TikTok engagement rate.

Deals between TikTok influencers and brands

After the brand and influencer make a deal, the influencer starts incorporating the products in their videos, showing them to millions of people. Studies show that people are much more likely to buy a product from an influencer they like, especially if the influencer is seen using it or strongly recommends it.

companies and tiktok influencers
Companies use influencers on Tiktok to boost their sales!

What’s important is that the brand and influencer come to an agreeing about the way the products will be promoted. It is crucial that the brand gives the influencer enough space for them to do their own thing and promote the product in a way that is most natural to them and their audience. The more natural it feels, the better.

There’s a reason why more and more young people just aren’t watching TV anymore: they’re sick and tired of advertisements that cannot be skipped and aren’t personalized. At least with influencers, the products being advertized to them fit their interests.

influencer - black pencil
Influencers know their audiences better than anyone | Source

Influencer payments

According to Influencer Marketing Hub, the top TikTokers can earn $50k–150k for a successful brand partnership. Who said that social media platforms were a waste of time?

Before TikTok made an advertising system, this was the only way of brand promotion. But now there is one, and influencer marketing is still brands’ number 1 choice. Besides the sales increasing, influencer marketing also helps with brand awareness, helps brands reach new audiences, improves brand advocacy, and drives lead generation. Social media platforms are what brands were waiting for all along.

TikTok’s enormous audience

Just three weeks ago, TikTok reached 1.5 billion downloads. It is now the third most downloaded app of 2019, right behind WhatsApp and Messenger. It surpassed even Facebook and Instagram, hitting 614 million downloads in 2019, which is 238 million more downloads than Instagram.  

We already mentioned 500 million active users, but what does the user demographics look like?

41% of TikTok users are between 16 and 24 years old, which is no coincidence. From the very start, this was their target audience, and I think it’s safe to say that they succeeded in their goal.

TikTok grows by the day | Source

TikTok challenges

Remember a few years back when people were all about weird YouTube challenges? When they would record themselves stuffing their mouths with cinnamon and eating really hot peppers? If you think this time is over, you’re wrong. Challenges are still happening on YouTube, and TikTok too.

In 2018, Jimmy Fallon came up with the #TumbleweedChallenge, where people would record themselves rolling on the ground like tumbleweeds while western music was playing in the background. This brought him a ton of publicity (not like he needed it), but more importantly, it started a new popular TikTok trend that people were more than eager to participate in.

Now, imagine a brand starting such a popular challenge. Fallon is already pretty famous and he’s not selling anything, but were a brand to do the same thing, it would boost their sales and improve their brand image. If the brand isn’t famous enough and doesn’t have a huge following, the influencer they hire can start a challenge for them.

Facebook isn’t cool anymore

Nothing lasts forever, and social media platforms’ popularity is no exception.

Statistics show that in 2012, 94% of teens were using Facebook, but that number is now down to 51%. This is no coincidence; teens just don’t think Facebook is cool anymore. Instead, TikTok is the new hot trend, where anyone can make content and get hundreds of views even if they don’t have many followers.

Another thing that may have contributed to teens leaving Facebook for TikTok is the fact that more and more parents and grandparents are using Facebook these days. I remember being in my teens and just praying for my parents not to show interest in Facebook. Not because I had something to hide, but because I didn’t want them embarrassing themselves and using the status bar instead of the Google search.

More and more older people are joining TikTok

Teens aren’t the only ones using TikTok | Source

History always repeats itself. What happened to Facebook is now happening to TikTok. More and more older people are now joining TikTok, be it for just fun or to promote their company.

A few months ago, I was watching a few videos about the success and growth of TikTok and I remember going through the comments and noticing people in their late 30s and 40s, and sometimes even older. They were all speaking about how they were going to make TikTok accounts and start promoting their businesses on it. Even though teens are trying to escape their parents, it is pretty much impossible.

tiktok growth
TikTok growth in 2020

Social media experts are making videos about how fast and easy it is to gain thousands of TikTok followers, and older people, especially those who own businesses, want in on it.

The appeal of TikTok content

Okay, so TikTok enables people to make short videos, but so do other social media platforms. What is it that makes TikTok so popular?

This is probably the most important reason of all: their video length. You can make 15 – 60 second long videos, which gives everyone as much freedom as they need. Vines were only 6 seconds long max.

Another benefit of TikTok is that you can make any kind of video with any song that you like, be it lip-syncing, dancing, pranks, tricks, you can make pretty much anything, alone or with your friends.   

What makes TikTok especially appealing is the remix feature. Users can take other users’ videos and add themselves to it, and either mimic their movements or make a joke. This can go on for quite a while, and people can keep the chain going until the video gets too confusing and hard to understand.

TikTok videos
TikTok videos; @glitteredkoi/TikTok @lvvrboy_73/TikTok @HollandStephens/TikTok

Since they just implemented an advertising system recently, it isn’t yet as annoying as the ones on Instagram and Facebook, which might be another reason why it’s so popular. When social media platforms start pelting people with ads, they can easily drive users away.

If they come up with new stuff, it is guaranteed to easily attract a few more millions of users.


Some say that TikTok is redefining the definition of social media platforms. They’re putting the focus on short and fun content, instead of chatting and posting heavily edited images. Whether they’re truly redefining something or not, the success of this social media platform is undeniable, and it’s breaking all the records when it comes to downloads (and it’s not lacking in the active user department, as well).

tiktok users time they spend
TikTok users love this app!

TikTok content is easy to create and discover, and the feature of someone taking your video and combining it with their own is great for views. It allows their followers to see you, and when a second person takes that video and combines it with their own, even more people can discover your account.

If you’re having second thoughts about making a TikTok, stop overthinking it and go and start making videos, it’s way more fun than you think.

Marija Milosavljević
Marija Milosavljević

Graduated as first in her class. Incredibly quiet and shy until the lag in Warframe turns her into a raging death-bunny.

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