Feature - Tik Tok and Its Influence
/ Ben DoyBy Lisa Diedricks
Unless you’ve been living under a rock, or you weren’t bored in quarantine, TikTok is probably downloaded on your phone and let me guess, it is by far the most used app? Am I right? It’s okay, we’re all guilty here! That shits addictive AF!
It is by far the most influential app that has hit our radar since Instagram and Facebook. With over 800 million users worldwide, it's not crazy to say that it may be the most popular app to date.
Coming into our lives mid-2019, the app really didn’t start taking off until lockdown was enforced around the world. People started downloading the app out of boredom and soon came to realize that there was something here in terms of content and influence.
More so than most, the app has become a HUGE asset and consistent breeding ground for music and dancers. Grammy-award-winning artists are even taking to the app and using the platform for publicity.
Songs that you thought were locked away in the vault of memory to only make an appearance every so often, are now becoming viral in ways that are still confusing to me. I watched a video of a dude lip syncing the lyrics to Blu Cantrell's ‘Breathe’, but it was slowed down and had male vocals on it. The video had over 5 million likes and shares combined.
I found out that it was covered by a band a few years back. I wanted to see the impact this had on the original track, so did some digging online and on the iTunes charts, and, boom, would you look at that... the original track had made it back into the top 20 most bought songs. Even Blu had to get on the app and ask the community what the hell was happening!
Novelty songs are becoming a way of the app these days, with songs like “I’m Just a Kid”, “See You Again” and “Break My Stride” coming back into our lives as opening lines or choruses of the songs capture the point of the video. It works well and at most times the videos are hilarious.
When it comes to songs making it viral, often it’s attached to what is classified as a “TikTok dance”. Influences such as Charlie De’malio and Addison Rae, who have a background in dancing, have taken over the app with force, with both of them sitting in the top two positions for most followers. A lot of their dance moves are the inspiration to other influencers. Sway and Hype House have become a known Tik Tok world, as influencers such as Noah Beck, Blake Gray and Josh Richards are on EVERYONE’s For You Page doing dances and lip syncing.
Songs that are made viral via the app are usually dubbed as “TikTok songs'' which at first I think frustrated a lot of the artists, as songs were entering the app first and radio stations later. Songs are climbing the charts these days because they are solely making the rounds on TikTok, with influencers posting numerous videos with the same audio - and sometimes the same dance.
The platform has become home for many songs to make their debut, with some tunes accustomed to include a dance to go with them so it's more appealing to the viewer. Have you ever heard a song and thought, ‘Oh yeah, that's a mean song,’ and then later see that same song being used as a backing track for a dance, and all of a sudden your visual representation is completely altered and the song has a new sense of status and “coolness” around it?
That’s how the app works - it incorporates visual and sound as publication.
There really is no formula for success on the app - you just need to connect in a way. The content can be easily relatable, and the app seems to have flattened the curve as to what “good” content is. Surprising enough, the more uncut and real your content is, the better. Dancing and skits are your easiest ways to get onto people’s pages. That way you can build your profile and then start to post what you want to.
Local boy Josh Nanai, also known as Jawsh 685, made a tune in his bedroom, and the song has probably made the biggest splash with the app this year. You only need to hear the first four beats and you’ll know exactly what song I’m talking about. If not, listen to his and Jason Derulo’s song “Savage Love” and there you go. Jason Derulo used a local boy’s tune because of how well it was doing on TikTok. He then incorporated his own dance moves to go with the song and boom, instant charting. He has also recently released a new track that features Tyga and Lauv.
A Tongan DJ made a song nine months ago, “Banana”, and got the likes of Shaggy and a few others to jump on the remix. The dance connected to the song is still one of the most hyped moves on the app.
YouTube artists have started using the app to promote their latest singles, hoping that the songs catch on to the next TikTok song - a few months ago, it would be cringe to even say that. But as the industry has seen, it's by far the most effective way to get your song charting.
With the app being fast, quick and straight to the point, you can see why a lot of people are drawn to the concept of it. People have become more accustomed having information received in a snappy form - as much information in the littlest time possible. TikTok ticks all the boxes with the longest video you can film being 60 seconds, with many dance videos on the app being close to 15 seconds. The content side of things hits a bit differently on TikTok. As the Black Lives Matter movement continues all over the world, people have taken to the app to help educate their followers by either providing skits, green screens or voice overs.
The app delivers users fast and effectives ways in receiving information, and is more likely to continue educating themselves after the video, as they enjoyed the way it was delivered to them.
QUESTION TIME
I got to chatting with a few Kiwi TikTokers, talking about how the app has either changed or influenced their social media presence and what they think it brings to the mix in this day and age. These influencers include Uncle Tics, who has used his Tourette’s as content and to spread awareness on the app; local gal Monique Marrianer, who started with a few hundred followers and now has almost 40,000 after posting a few videos; and of course, Tegan Yorwarth from Mai FM’s Morning Crew, who talks about how the app works well with the show. They each sat down with me and let me in on their TikTok secrets, including how the app has changed their social media and what they really use it for.
Why did you initially download TikTok? Boredom? To grow your social media?
Uncle Tics: I initially downloaded the app through lockdown because I was bored, and I want to show people what it was like to live with my condition and illness. As it is an unspoken thing online, I wanted to showcase what it was and how I lived every single day.
Tegan Yorwath: Mainly out of curiosity! And I guess boredom.
Monique Marrianer: Initially it was out of boredom when New Zealand first went into quarantine, and then I originally only posted TikToks to take the mickey but then I became addicted and started gaining a following so now it is a bonus that its helping with growing my social media!
Where do you usually get your content ideas from - your own digging? Or do you make some of them up?
UT: The ideas come from past life experiences with my old man and friends or sometimes just even Jack and I. We don’t really have one certain thing that we get our ideas from, but we just bounce between each other and hope for the best, really.
TY: Defs don’t make them up. I’ve got no rhythm! (LAUGHS) It’s all from watching videos over and over again to learn.
MM: I definitely have not made up any of my own dances or moves. I usually just follow trends and tag the person who originally created the dance or moves I do.
Do you think the music/entertainment industry has changed in terms of how content gets out and promoted in regards to TikTok?
UT: Yes, 100%. Although you can’t monetise on the app, you can if you have a big enough following to direct to other apps and do things like that to try and get paid. I also think it’s good for producers and artists out there. If their music goes viral, they will have more opportunities.
TY: 100%. Songs that I think wouldn’t ordinarily chart - because they are more obscure, not because they’re bad - end up going super viral thanks to TikTok.
MM: Absolutely. If there is a catchy chorus or some relatable words in a new song, it can easily be used by people creating TikToks and therefore can become a trend. TikTok would be artists’ most useful tool currently.
Are you more likely to hear new music on TikTok?
UT: Yes, all the time! Some of my favourite music is from there.
TY: Yeah, I definitely have downloaded a bunch of music from just hearing it on my For You page
MM: Absolutely, TikTok is where I find all my new music!
How has the app changed your social media presence/influence? Do you get recognized at all?
UT: Yeah, the flat can’t go anywhere now without getting noticed. It's a hard case, but it’s something that you have to get used to. I myself get noticed the most, and Uncle Jack is just as bad. When I first started doing it and blowing up, I didn’t like it, but it has grown on me quite a bit and I’ve gotten used to it now.
TY: It’s added a fun dimension to our MMC socials for sure. Not just all show footage; we can join in on different TikTok trends and our audience is so about it! I think it helps that they're all big users of TikTok too.
MM: I get hundreds of DMs on Insta and TikTok which I didn’t receive prior to downloading (the app). I've been recognised on the streets a couple times but nothing major.
What do you get out of using the app/posting videos?
UT: A sense that people are understanding Tourette’s more, and it’s more common than what people think.
TY: Just JOY! It’s fun!
MM: A laugh! I really enjoy people's sense of humour on the app, plus tips and tricks that fellow TikTokers share. I come across new music, and it’s also a great way to interact with new people.
Why do you think that the app has taken off so fast?
UT: Short videos are better than photos, and it keeps people more entertained and pulled in. You feel more connected with videos.
What's your fav TikTok dance song at the moment?
MM: Definitely the new dance trend by @tdfw.shot
TY: Saweetie – ‘Tap In’.
Do you think about what you’re going to post days before? Or are they mostly on-the-spot sort of vibes?
UT: We have a lot of videos that are backed up in drafts, so we pretty much just go with what we feel on the day.
TY: In the spot. Always spontaneous
MM: Definitely just film and post on the spot!
What are some secret TikTok tips you can share with the readers?
UT: There are no secrets to it. Just be you and try not to be someone else.If you are good at what you do, people will click on it and start to love it. Remember - you don’t have to be a videographer or anything real professional to have some fun. Pretty much let it go from there.
TY: Post whatever the fuck you want! Don’t overthink it.
MM: Bring your own vibe to the table, be different, have a point of difference.
Do you think TikTok is here for the long run?
UT: Yes, 100%. It’s the largest app in the entire world.
TY: I think it may phase out, just like Vine did. But while it’s here and the world is still locked down, I think we’re going to see PLENTY more content to come.
MM: I think it will slowly die down at some stage but not any time soon!
If you want to keep up with this lot, check out their TikTok links below. Trrust me, you won't be disappointed.
CONCLUSION
Now, let's gather everything we've learnt. TikTok - a simple platform known for its short dance and comedic skits; beloved by members of Generation Z (*cough* and us Millennials *cough*); has been downloaded around 2 billion times worldwide.
So what can we expect in the near future?
Well, quite recently, tensions between Washington and Beijing have become more apparent amid the coronavirus pandemic, and officials have become more and more concerned that the app, which is owned by the Beijing-based Internet technology company ByteDance, could give the Chinese government access to a wide range of user data. Microsoft is in talks to buy the app’s U.S. operations so ByteDance may have no choice but to sell or move out of the country. But the United States is not alone. Countries such as Japan, Turkey, Indonesia and even Australia have voiced their concerns over the app, but if you ask me, I think that TikTok or even the initial concept will continue to grow and be a way for all of us to connect and remain relevant. So whether or not the physical app disappears, the seed has been planted.
Countries will need to find a way to entertain both parties by the looks of things, and we’ve been way too spoiled now with short videos and simple and quick ways of getting information, that any other way else seems “old” or “inconvenient” to us. TikTok is by far the most used app and the one that is spent most time on, and one can only imagine where it’ll be in a year's time. Although the dancing and the skits may come to a slow decline, the soul and convenience of the app will remain relevant to what we as a society and industry need.
Left to Right: Uncle Tics: @uncletics | Monique: @moniquemarriner | Tegan: @maimorningcrew
