“Through our creators, creators, and community, Tiktok is actually redefining today’s culture. With more than a billion users, and the fastest growth rate than any other company in history, this is no longer a phenomenon, but a profound cultural change we are going through these days, in terms of form Where we consume content. “
These are the words of Reut Cohen, director of business operations in the Israeli market of the Tiktok app, at the Globes MAD conference held at Zappa in the Park in Ganei Yehoshua in Tel Aviv, and tried to explain the secret of magic and the secret of the app’s most popular in the world today Young people.
“The trends and discourse that begin with Tiktok are flowing into the real world,” Cohen continued, “and are producing a change in consumer behavior, shopping habits, learning habits, financial habits and in fact in almost every field. For their benefit. “
In her lecture, Cohen gave some examples of the overall social effect that began with Tiktok – whether in the random action of private users or in the active and initiated action of various brands, and how these led to virality on a huge scale.
Among other things, she talked about the phenomenon of suits in the animated film “The Minions 2”, which began in Australia and also reached here, in Israel, until it became the best-selling film of all time in Israel in the animated film genre. She also gave as an example a viral phenomenon that began here, in Israel, this time as an initiative of Playtica: “Tagging” NUNU’s song CuteBoy as the official song of Pride Month, which led to 160 million views and another 330,000 shares of the song on Tiktok. She also mentioned, of course, the panic over the Nestle Ice Cream Crunch Pistachio popsicle, which also started with the ticking.
“Tiktok has defined the music culture in the world, and these days it is changing the book industry, which is experiencing a revival thanks to one hashtag: book_talk,” Cohen continued. “If we once talked about a brand that distributes content through its page – today we are talking about a huge explosion and a drift that envelops us from every direction, starts digitally and reaches the field, to the physical world.
“It has three legs: the brand, which releases a content unit into the air and hopes for community participation; Tiktok, a platform for exploration and discovery, capable of distributing the same content to millions of surfers; and the community at Tiktok, which loves to participate. It really catches on, a huge effect has been created, an explosion, which can no longer be quantified in money today. “
*** Full disclosure: The conference in collaboration with Bank Hapoalim, IAI, Tik Tuk, Melisron (Ofer Malls), Tabula, Lavi Media and the Yifat Group