TikTok, though in the news for the wrong reasons from time to time, is not going anywhere. The social media site that allows its subscribers to upload short videos and has a 200 million strong membership in India according to it, now wants to capitalise on this base and monetise it. The company already has some top advertisers lining up to book spots on the platform. TikTok is now planning to link the video creators to the ads similar to what YouTube has been doing. This will mean revenue for TikTok and for the creators of the video in the country. The company says it is interested in developing a creator base here in India.
The new initiative called #MyTikTokStory will have ordinary people creating 15-second videos that they can upload on the platform. These could be on cooking, do-it-yourself, sports, pottery, dancing and even singing. The company had organised a roadshow in Mumbai, called it the â€˜Creatorâ€™s Labâ€™ and had 500 participants creating their videos and uploading them. As mentioned, TikTok is almost following the path YouTube had taken. It remains to be seen if the Chinese company can meet with success as Google did with YouTube.
TikTok has had its own set of troubles. It was taken to court but got relief when the Madras High Court lifted the ban on the downloading of the TikTik app. It has managed to beat even Facebook in terms of the number of times it has been downloaded. TikTok has been able to get companies like Pepsi, Snapdeal, Myntra, Shaadi.com and Shopclues to advertise on its platform.
Like many other marketers in India nowadays, TikTok is also eyeing the same set of demographic dividends by focusing on the youth living in tier 2 and tier 3 cities in India.
Itâ€™s initial attempt with Pepsiâ€™s #SwagStepChallenge is said to have received 8.6 billion views. More may follow now with #MyTikTokStory.