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India bans 59 applications including tik tok

Jun 29, List of 59 apps banned by Government of India “which are prejudicial to sovereignty and integrity of India, defence of India, security of state and public order”.

The Indian government has decided to ban 59 applications, including tickets. According to the Indian news agency ANI, downloads of 59 other applications, including tickets made in China, have been blocked.

The decision was announced in a statement issued on Monday. Applications that threaten the sovereignty and integrity of the Indian government have been banned. The decision was taken at a time when the border dispute between India and China was being discussed.

Prohibited applications include Ticket, Shareit, Qui, UC Browser, Baidu Map. Recently, Indians have been pushing for a ban on the use of Chinese products on social media.


 

Musical.ly was a popular short-form (15 seconds) video steamingand sharing app, with over 10 million users, up until August 2018. The app allowed users a plethora of music and dialogue options, with which they could lip sync and make funny or entertaining videos.

The app was widely popular with some content creators rising to the hall of fame based on their engaging content on Musical.ly. The users shared Musical.ly videos on social media platforms like instagram further driving the app’s popularity.

However, in August 2018, the app was taken over by a Chinese company ByteDance and its users were moved to Tik Tok. All of the content and accounts that were present on Musical.ly were automatically transferred to the new Tik Tok app.

What is TikTok?

TikTok is a short-form, video-sharing app that allows users to create and share 15-second videos, on any topic.

TikTok maintains a separate app for the Chinese market, known as Duyin, which has over 300 million active monthly users. The new app’s logo is a combination of the Musical.ly and Duyin logos.

How it Differs From Musical.ly

The TikTok app is based on the same short-form video concept but is much broader in scope and unlike Musical.ly does not only focus on lip syncing to music. ,

The TikTok app offers users a wide selection of sounds and song snippets, along with the option to add special effects and filters. There is also an option to directly add videos created on your phone.

In September, TikTok added the reactions feature which allows users to record their reactions to videos and share. TikTok has also added a digital well-being feature that alerts users when they spend over two hours on the app.

The new app is being promoted as a video-sharing social network. TikTok users can create a variety of videos ranging from challenges, dance videos, magic tricks, and funny videos. The key differentiating factor between Musical.ly and Tik Tok is that the latter has a much broader scope for video creation.

How it Rose to Popularity

Since its launch, the TikTok app’s popularity has been growing tremendously. In October 2018, it was the most downloaded photo and video app in the Apple store, globally. The app reportedly has amassed over 500 million monthly active users, the US being the most popular countrywhere it has been downloaded over 80 million times.

Some of the key reasons behind the TikTok app’s surge in popularity are:

Celebrity Endorsements

The app is liked and used by several celebrities, such as Jimmy Fallon, who helped drive the app’s popularity. The app has paid partnerships with several celebrities, in various regions, who promote the app to local audiences.

Jimmy Fallon’s interest in the app started naturally but was later capitalised on by the app, through a paid partnership. In November 2018, Jimmy Fallon started a “challenges” section on his show and used TikTok as a platform for the challenge.

He urged his viewers to take on the #TumbleweedChallenge and post videos on TikTok of themselves rolling like a tumbleweed. The TV host himself took the challenge, to kickstart this trend.

 

Localised Content

Another key driving factor in TikTok app’s popularity is the fact that despite being a global app, it has a strong focus on localised content. The app often runs local contests and challenges and captures on local trends through the use of localised hashtags.

TikTok runs the “1 million audition” contest across several countries, separately. For each contest, participants are given themes to create videos and then the top video creators are awarded. This contest not only leads to the creation of thousands of local videos, for each country where it is held but also helps TikTok creators gain recognition and followers.

 

Easy Content Creation, Sharing, and Viewing

The TikTop app has simplified video creation and sharing and taken it to the next level. All users have to do is record anything and everything from their daily routines and post it instantly. Due to the short format, neither the video-creation nor the watching process takes much time or effort.

Additionally, this short-form video content is played as soon as a user opens the app. The videos start playing one-by-one and a viewer gets lost in a sea of fun, entertaining, addictive video content. Due to this addictive nature of the type of content, it is very easy for people to keep watching random videos for hours.

How Can Brands Leverage Tik Tok?

TikTok does not have any space for traditional display ads and is not even in competition with other social media platforms, in terms of it being a marketing channel. However, due to its fast growth and rising popularity, many brands are now realising the potential of TikTok as a marketing channel.

Several brands have utilised techniques like TikTok challenges and contests to get users to generate brand-related content. Brands are also leveraging hashtags, in a more or less similar fashion as on other social media platforms, to promote their TikTok marketing campaigns.

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