TikTok
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Tik Tok short video (Chinese: 抖音短视频; Pinyin: Douyin), launched in September 2016 by Yiming Zhang, is a music short video community App. It enables creators to choose pieces of music as a background and shoot 15 seconds of short videos to form their own works. The visual effects of Tik Tok Short Video's include shaking and shivering with in time to hip-hop, electronic music. On November 10, 2017, the company spent US$1 billion to acquire Musical.ly, a North American music short video social platform, which will merge with Douyin. There was some controversy caused by the users violating user rules.
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Controversy
In practice, some users mistakenly use this platform to publish personal advertisements. This violates the user's code but cannot be detected by administrators timely due to the limitation of the background technical system. This has caused strong dissatisfaction among users.
Development History
Tik Tok Short Video (Douyin) was launched in September 26th 2016 by Yiming Zhang. In December 2016, The Group changed the name to Tik Tok Short Video (Douyin). After that, in January 2017, Tik Tok Short Video (Douyin) received several million RMB of seed investmentfrom Toutiao Group. According to the Office of Tik Tok Short Video (Douyin) in July 2017, the number of Tik Tok Short Video views are exceeded 1 billion. In September 2017, Tik Tok Short Video (Douyin) started to expand into Indonesia market. The company purchases Musical.ly for 1 billion USD and merges it to Tik Tok Short Video (Douyin) in November 10th 2017. In January 23, 2018, the App ranking No.1 among free Mobile App downloads on App stores in Thailand. In February 2018, Tik Tok Short Video (Douyin) launched the partnership with Modern Sky to monetize music
Digital Marketing partnerships
Tik Tok Short Video creates a partnership with Michael Kors (Brand) and initiates a joint digital marketing campaign in November 2017. This was the fir partnership between Tik Tok Short Video and a luxury brand. The digital marketing campaign has a challenge which expects creators to use ''Tik Tok Short Video'' to make a video skit about the ‘Event of The Walk Shanghai’ held by Michael Kors(Brand). The hashtagnamed #korsshanghai is used to post the skit on the platform provided by Tik Tok Short Video. The skit creators must shoot their fashion walk video while wearing the apparel and accessories sponsored by Michael Kors.
OPPO Electronics, as one of China's most famous brands of smartphone manufacturers, has conducted digital marketing activities with Tik Tok Short Video since December 2017. The digital marketing campaign requires creators to use the Mobile App to make a skit to enhance the features of the new R11s phone. The topic of the challenge is that “What would you do if you had 20 million?”. Users are supposed to create a short video to share their thought about what they will do after getting 20 million RMB. However, in fact, the question is not asking about money, but about the new OPPO R11s smartphone with a 20 million pixels camera, which needs to be revealed at the end of the skit. The short video requires creators to use the OPPO background filter in their videos. This digital marketing campaign will rank the skit so that creators have the opportunity to win the new smartphone sponsored by OPPO.
References
"OPPO has Added KOLs to Their Marketing Mix | PARKLU". www.parklu.com. Retrieved 2018-03-15.