72 | / Broj novih korisnika raste izminuta uminut i odavno je prešao broj korisnika do sada neprikosnovenih Instagrama, Tvitera i Fejsbuka, a TikTok je čak emitovao i reklamu u toku ovogodišnjeg Superboula. Šta je, dakle, TikTok? U svojoj suštini, to je jedna verzija sada ukinute društvene mreže Vine, dakle platforma za deljenje video-sadržaja. Korisnici mreže mogu da se međusobno prate, lajkuju i komentarišu video-snimke, a snimci se gledaju po principu skrolovanja nagore, što znači da možete da provedete sate i sate gledajući različite snimke – od tutorijala na temu nege kože, preko kratkih skečeva, do zapažanja o svakodnevici. Ono po čemu se TikTok razlikuje od drugihmreža je to da i potpuni početnici, sa minimalnim brojem pratilaca, mogu da postanu viralni i popularni preko noći – ukoliko imaju dovoljno dobar video. Još jedna stvar koja TikTok razdvaja od društvenihmreža jenaslovna, ForYou strana. Listajući je, videćete snimke koje inače sami ne biste pratili. Ta stranica buši filter balon i dok na Instagramu ili Tviteru gledate samo stvari kojebiratesami, na TikToku zasamo10 minuta možete da prođete kroz nekoliko desetina snimaka ljudi koji imaju potpuno drugačiji pogled na svet od vas – i nema filtera. TikTokpripada kineskoj kompaniji ByteDance i rezultat je spajanja dve aplikacije – musical.ly i douyin. To je jedina internacionalnoprihvaćena kineska društvenamreža koja preti da upotpunosti pokori Zapad. Zbog toga je čak vođena rasprava u Kongresu SAD, gdesesmatra„nacionalnompretnjompobezbednost“. U čemu je njegova tajna? TikTok savršeno kombinuje sve načine izražavanja mladih – u snimcima od po nekoliko sekundi oni praktično prave mimove sa muzičkom podlogom u vidu popularnih pesama. Na TikToku možete da postanete viralni preko noći i zato preti da postane prava fabrika novih influensera. Ono što je trenutno ograničavajući faktor jeste to da način monetizovanja sadržaja još nije definisan. Dok na Jutjubu, Instagramu ili Fejsbuku postoje već uhodani načini plasiranja proizvoda, TikTok ne daje mogućnost ubacivanja reklama u video, niti otvorenog plasiranja proizvoda na bilo koji drugi način. Zbog toga veliki internet influenseri još oklevaju da se prebace na tu mrežu, ali nema sumnje da će uskoro i taj problem biti prevaziđen i teško da će tada biti granica za TikTok. DRUŠTVENI FENOMENI / SOCIAL PHENOMENA ZAŠTOSUTINEJDŽERI OPSEDNUTI TIK TOKOM? WHAT IS TIKTOK ANDWHY ARE TEENS OBSESSED BY IT? Tekst/Words: Tamara Gligorijević Fotografije/Photography: iStock / Anatoliy Sizov Thenumber of newusers is growingby theminute andhas long since outdone the numbers of the previously unsurpassed Instagram, Twitter and Facebook, while TikTok even broadcast a TV commercial during this year’s American Super Bowl. So, what is TikTok? Essentially, it is a version of the now discontinued social network Vine, so it’s a video sharing platform. Users of the network can followone another, and like and comment on each other’s videos, while videos are watched according to the upward scroll principle, whichmeans you can spend hours and hours watching di erent videos – from tutorials on the topic of skincare techniques, via short sketches to observations on everyday life. What di erentiates TikTok from other networks is the fact that complete beginners, with aminimal number of followers, can become viral and popular overnight - provided they have a good enough video. Another thing that distinguishes TikTok from social networks is the home page, the so-called“For You”page. While perusing it you will see video footage that you wouldn’t ordinarily follow. That page breaks the lter bubble, andwhile on Instagramor Twitter you only see things you choose, onTikTok you can check out a few dozen videos from people who have a completely di erent world view than you in just 10 minutes - and there are no lters. TikTokbelongs toChinese companyByteDance and is a result of themergingof two applications - musical.ly and douyin. This is the only internationallyacceptedChinesesocial network, and it threatens to completely outdo theWest. This even led to a debate being held in the U.S. Congress, where it is considered“a threat to national security”. What is its secret? TikTok provides a perfect combination of all ways young people express themselves – in video recordings lasting a few seconds, they practically make “memes” with a musical background in the form of popular songs. On TikTok you can go viral overnight and that’s why it threatens to become a real factory of new in uencers.What is currently a limiting factor is the fact that it has not yet de ned a way tomonetise content. While YouTube, Instagram, or Facebook already have well-establishedways ofmarketingproducts, TikTok does not provide the possibility to either place advertisements in video or to present products in any other way. This ensures that major internet in uencers are still hesitant to switch to this network, but there’s no doubt that this problem will also soon be overcome, and then it will be di cult for there to be any limits for TikTok.
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