TikTok is a social media platform based on short video format. It was made available by the China-based company Bytedance in 2016 in China under the name Douyin and then in the international market under the name TİKTOK. In 2018, the popular video sharing application, Musical.ly, was bought and merged with TikTok, and it achieved a great global break. The main feature of the application is that users can shoot and edit videos in lengths ranging from 15 seconds to several minutes. TikTok makes content generation very easy with built-in filters, effects, sound library and editing tools. Users can share their videos by enriching them with music, sound clips or trending effects. TikTok stands out with its algorithm. The main stream known as “For You Page” is shaped according to the user's interactions and offers personalized content. In this way, the platform allows users to quickly discover new content and facilitate creative content to be viral. The platform has been used not only for entertainment purposes, but also in the fields of communication, marketing, education and campaigns. It has become an advertising and promotional tool for brands to reach large audiences. Although the intensity of the young user base draws attention, it has become an environment where different age groups also produce and consume more content.
- Author Emir
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