Social media competes with Tik Tok in every way. Everyone wants to lure the audience to their sites. Read more in this article.

Competition in social networks vs Tik Tok and the increase of followers

Behind internet stars like Logan Paul, Yuya or Grumpy Cat, who can earn money with their photos on Instagram, or with the video of the week on YouTube, the social network market is experiencing an intense competition to see which network achieves greater support from content creators (influencers, gamers, videobloggers, snapchatters… etc).

By the way, if you have your own channel in Tik Tok, you can get views and subscribers there from the service To develop channels on Telegram, YouTube and Instagram, you can get likes.

Giants such as YouTube and Facebook are trying not to let themselves be overtaken by the Chinese social network Tik Tok, which has been on the rise in recent months, because whoever wins over the creators also hopes to secure their place among the millions of subscribers who follow these figures.

New formats

At the tenth VidCon conference, an event that brings together content creators, brands and social networks to talk about content creation, which took place from July 10 to 13 in California, USA, the main social networks showed their cards to conquer content creators, who daily move millions of views and subscriptions around the world.

Tik Tok stood out with a colorful booth and a strong presence that echoes its arrival in the global mobile application market. Although the vast majority of its 500 million monthly users come from China, its reception among more than 100 million users abroad is impressive. In the last four months of 2018, Tik Tok managed to position itself as the most downloaded app in the United States. Get followers, likes, and other social media promotion on the  services for Instagram, YouTube, TikTok, and Telegram fast, cheap, and safely.

For some specialized media, the participation of the Chinese app at the Vidcon was a ‘complete cannibalization’ of its competition. Among tiktokers with millions of followers, dances and a square full of young people recording videos, the Chinese application, created by the artificial intelligence start-up Bytedance, has earned a place among the experts’ eyes.

Unlike other networks, Tik Tok offers short videos (about 30 seconds) that are self-reproducing. This means that with a couple of clicks, users can watch video after video and over time ‘train’ the system to offer them content that is closer and closer to their tastes. On a daily basis, this social network encourages the community of users to fulfill all kinds of ‘challenges’, ranging from imitating the movement of a microwave to performing a certain choreography and prevent creativity from running out.

According to Natalia Serna, founder of influencer marketing agency Goldfish, Tik Tok is a key social network for connecting with young audiences between the ages of 13 and 20. She says the reach of tiktokers has exponential growth with cases of content creators who have gone from tens of thousands to having more than two hundred thousand followers in a matter of four months.

However, Tik Tok, known in its country of origin as Douyin, is a source of concern for some social groups. In recent weeks, the U.S. Federal Trade Commission fined it $5.7 million for handling data of children under 13 without parental authorization. It has also been accused of facilitating sexual predation and exploitation by allowing minors to use its accounts in public mode and without major restrictions.

While business or monetization on Tik Tok is still complicated for traditional influencer marketing (as views or ‘likes’ are cumulative), this network has a tool, little known, that works on live streams and allows the payment of ‘gift boxes’ with stickers, whose cost varies and is paid for with TikTok Coins, and which give fans greater visibility in live comments.

Competition is stirring

Beyond advertising and ads, the networks appear to be taking steps towards a monetization model based on ‘premium’ celebrity access. This means that just as an artist may charge for VIP access at a concert, an internet star may ask fans to pay a subscription or encourage some form of ‘donations’.

The road for YouTube has not been easy, although it was largely a key tool for the massification of the video blogging format and numerous influencers launched their careers on Google’s video social network. The entry into force of new monetization rules (which were tightened again in 2018) generates discomfort among many content creators who saw their income affected with a more demanding standard in numbers of views to start earning money. In addition to the minimum of 10,000 views to be part of the YouTube Partners program, there is also the requirement to maintain a minimum of 4,000 hours of viewing in the last 12 months and have at least 1,000 subscribers.

Another front that has not kept everyone happy is YouTube’s response to calls for it to improve its control over harmful content. Restrictions on hate speech, for example, have been used by some sectors close to the Republican party in the U.S. – including President Donald Trump – to accuse the social network, and others on Facebook, of being a “hate site. – including President Donald Trump – to accuse the social network, and others such as Facebook and Twitter, of maintaining an ‘ideological bias’.

According to Lina Cáceres, vice president of artist development at Latinwe, an agency that works with influencers such as Pautips, Sebastián Villalobos and Juan Pablo Jaramillo, pressures on platforms, intellectual property rights regulations, from advertising authorities and language infringements, have indeed affected content creators.

“The context has changed the way in which networks react to the creator more than to other actors,” he says, adding that “no one has sided with the creator. We don’t have institutions that are looking out for the welfare of the creator who day by day lives with the changes of an algorithm overnight. Policies change and the first to be affected are the creators, because the first thing that is punished is the content”.  For Cáceres, these limitations are a challenge to the creativity of creators.

The social network knows that the importance of content creators is not trivial for its own business model. Therefore, it has resources to support these figures according to their performance and reach, ranging from free training for new creators, symbolic recognition (such as silver or gold badges) and access to classroom training programs in studios located in the U.S., Brazil and other countries, to other, more recent tools, such as the membership program, superchats and now superstickers, announced this weekend for selected accounts.

Memberships allow content creators to generate a sort of ‘premium’ experience on their channel. In exchange for a monthly payment, as Twitch does, users can get benefits such as badges, emojis and other items offered by the creators, who receive 70 percent of the revenue – contests and offering in-person matches are not allowed.

Superchats, which only work for accounts with more than 30,000 subscribers, are another form of monetization in which users can pay YouTube to position their comments at the top of a live stream (the more they pay, the longer they can be seen at the top of videos with lots of interactions). Similar to TikTok giveaways, superstickers, which were part of a YouTube Studio beta test, will enter the business by enabling fans to purchase digital artwork and emojis during streams.

For its part, Facebook has sought to attract content creators with unique segmentations. For example, video game fans see a unique tab where groups and video game content creators are suggested. The social media giant has wanted its influencer ‘market place’, Facebook Creators, to bring together a large number of content creators, including its featured figures on Instagram, who must have a corporate page to access tracking and analytics tools for their accounts.

For example, this year, Instagram, which has more than 1 billion monthly active users worldwide, announced the official arrival of the shopping sticker, which allows businesses and influencers to take users to their online store and shop through the social network. With an edge in the digital marketing segment, the network has implemented options for brands to find an influencer, evaluate them and make a visible partnership on the platform that delivers them a ‘collaboration’ sticker.

At VidCon, following the trend, Facebook presented an option with which users can give ‘tips’ or donations to their favorite figures in the middle of live broadcasts. It also assured that some fanpages will be able to monetize the number of users that follow them. This means that the like you have given to that page of your favorite singer could turn into money.

However, the commitment of the creators is not only on the side of better monetization. A sign of this was that the annual creators’ conference was also a space to talk about the growing concerns about mental health and depression issues surrounding them. Other experiences, including cases of bullying, harassment and exploitation, point out that beyond funding models, it is time for the segment to also evaluate what to do in the face of the generalized pressure of social media and internet fame.