In numbers
• US $ 4 billion in sales in 2021 ( mainly advertising revenue ). Experts predict this amount could triple in 2022 .
• 750 million monthly users users worldwide in 2022 .
• 24.1 % of its users are aged between 35 and 55 .
• 23.6 hours per month : the average time each user spends on TikTok .
TikTok has 750 million monthly users worldwide in 2022
Our opinion The " pluses "
• The chance to make use of your favourite creative works ( music , film ) while still complying with ( or even celebrating ) copyright ;
• An invitation to relax and take yourself less seriously than on LinkedIn or Instagram ;
• Rarely boring ;
• A spontaneous call to laugh , move , take care of yourself ... if you can manage to look away from your screen !
The " minuses "
• Endless scrolling creates an infernal spiral . The algorithm ’ s clever choice of content makes it all the more timeconsuming ;
• The colours , movement , sounds , short content duration quickly overwhelms the senses ! Too much TikTok will leave you more impatient than usual . Long live instant gratification ?
Beware of preconceptions ...
# 1 . It ' s for teenagers , beware of getting old !
True ... and false ! TikTok ’ s content seems to follow the fashion universe by paying homage to the 80s and 90s . From the nostalgic tunes to the clothes , the hair and the makeup , Millenials is unlikely to feel out of place . Sure , some feathers may be ruffled by seeing a teenage girl call ‘ I ' m a Barbie girl ’ and ‘ I want it that way ’ * classics *... but it could also position older users as the trend-setters of the moment !
# 2 . It isn ’ t very professional !
False , because Tiktok is proving to be very promising for certain sectors . Communication , hospitality , and aviation companies , among others , have quickly understood that TikTok allows them to show a certain spontaneity and to reinforce relationships with their customers , in particular by showing the day to day activities of their teams , and by presenting their products and services in original ways ...
But also , true . TikTok ' s DNA is its sense of rhythm , humour , and a certain playfulness that is welcome in these gloomy times !
# 3 . All you find there is dancing !
False ! While testing the app for you , we found cooking and cleaning tips , advice from psychologists , suggestions for wellbeing , humorous content , and karaoke duets . We also came across a few dance videos , but mostly found ourselves taking breaks to do ab exercises in the middle of the day !
This friendly , dynamic , and colourful platform is full of hidden treasures , with each user bringing a new dimension to the app . Treading a fine line between levity and the profound , respect for the talent of creators and a culture of sharing , TikTok juggles with paradoxes to rewrite the rules of human interaction . Is it addictive ? No more or less than any other media . One thing is certain : this application has a long life in front of it !
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