what you need to understand about the current social network – WAU

The numbers are very prominent and the use of the application proves to be very fun and wide. TikTok has been gaining space in the market, facing strong competitors such as Facebook and Instagram. Success, however, has its main origin in an efficient business strategy.

Applications are more useful, functional and important since smartphones first appeared. In addition to the features that help everyday, there is also the entertainment segment.

In the midst of this category, an application has been standing out: TikTok! It is the social network of the moment and is reaching very relevant numbers of downloads since 2018.

TikTok has been making noise and disputing places with already acclaimed social networks, like Instagram and Facebook, thanks to its fun targeting and targeting for young audiences.

Are you curious to know where it is so successful and why is it so downloaded? In this post, you will understand what you need to know about TikTok and learn some more details about this application. Come on?

How did TikTok come about?

TikTok is an application that emerged from the merger with Musical.ly, which was directed towards music.

This line remained, however, the proposal of its creators was to expand the performance and really develop an application that competed with the giants of the segment.

From this merger movement, new ideas were implemented for a different approach to the offer to the user. The proposal was take a more complete application and that, mainly, allowed interaction between users.

This new concept made TikTok more than just a voice and music app, becoming a social network.

What is most impressive when observing TikTok is the speed with which it achieved its “boom”. The merger with Musical.ly took place in August 2018 and, in October of the same year, the application already exceeded in number of downloads some giants such as Facebook, YouTube and Instagram.

It was a sign that, at least at that moment, the strategy seemed to be headed in the right direction.

What motivated the growth of TikTok?

The movements of TikTok in the market have been properly thought out and studied, which helps to understand its growth.

The developer of the application is the Chinese ByteDance, which already had in its strategy the market segmentation for the young audience and the focus on music.

When observing the success that Musical.ly achieved, the Chinese understood that there was a great business opportunity there.

ByteDance acquired Musical.ly, precisely, to expand its performance. Like this, the company started exploring the western market, who was already used to and engaged with the old app.

This strategy was one of the great secrets that resulted in the rapid advance in downloads and the growing popularity of TikTok.

Having been very successful in the USA, Musical.ly was also Chinese, even though it had a headquarters in California. From there, the popularization of the old application happened more easily. In the merger with TikTok, this movement of rapid audience conquest was natural.

Operation values

The operation was ambitious, and the numbers involved in it showed very well how much ByteDance was betting that entering the American market would be a good deal.

The merger between TikTok and Musical.ly moved no less than between 800 million to 1 billion dollars.

The transition

In a way, the transition from the Musical.ly brand to TikTok was quite quick and very practical. The app simply changed its name!

Whoever had Musical.ly installed on their smartphone realized from one day to the next that it had changed again and now it worked differently. Although questionable, this change was strategic.

Automatically, ByteDance took advantage, at first, of the entire American user base that Musical.ly had, just inserting the new application proposal in the old system.

Although this caused a certain impact, with possible users uninstalling the application, others went on the path of curiosity. When they realized a more interesting system, the engagement happened.

How was the beginning of TikTok in the American and worldwide market?

Perhaps what surprises most about TikTok’s growth is the rapid rise that the application has achieved in less than a year, going beyond the Asian market.

Despite frightening those who see it from the outside, this whole movement was properly thought out. After all, which company would invest $ 1 billion without the certainty that the business would have excellent prospects for expansion?

In just 3 months of the new TikTok’s operation, 130 million active users could already be counted in the app. Such impressive numbers served to encourage investors, who, at that moment, understood that the planning carried out could be achieved.

The business strategy

At the time of the merger, ByteDance had clear goals, and they revolved around numbers: 500 million active users. The proposal was to reach this mark and then recover all the investment obtained and start to profit from the application.

The way seems open for this, since the number of downloads of the application keeps rising. In December 2018 alone, TikTok was downloaded by 75 million users, which was a record.

Today, the total number of installations on smartphones has already reached the 1 billion mark. This was the seal that ByteDance needed to start the profitability project with the application.


Despite being completely free, TikTok has ample possibilities for monetization, and that is precisely why there was all this merger movement.

The main way to make money is very simple: advertising. As of December 2018, ads began to be tested on the app, and users were able to view campaigns for companies of all types.

After all, a large base of active users and impressive numbers of downloads are a big deal to attract advertisers to TikTok. However, the application was keen to keep targeted advertising, that is, that really interest users.

As it has a younger audience, the space was opened for companies that offer products and services suitable for this age group.

Before the ads, however, there was already a way to monetize. As there are many profiles of artists at the beginning of their careers, TikTok allowed donations from followers. In that opportunity, the way to profit was to keep a percentage of the money that was passed on to celebrities.

How does TikTok work?

TikTok is an app very close to the idea of ​​the old Musical.ly: stimulate the creativity of musicians, allowing them to make presentations in front of the smartphone camera through video content.

However, the changes in the application brought several possibilities for editing, in addition to functions such as dubbing and many other ways to generate content.

The application itself provides a collection of songs that can be dubbed by users, which makes using it very fun.

Because they have been on the platform for a long time, many of these people have already become quite popular and have millions of followers. This feature brings TikTok closer to other social networks, and this new format was fundamental to the growth of the application.

Today, there are also functions already seen and explored to gain followers on Instagram, such as filters, stickers and a number of other editing functions. Together, these elements give users the tools they need to explore creativity.

The use goes far beyond dubbing and music, with all kinds of fun content being generated for a young audience that engages very easily.


The application also allows you to segment the videos using a hashtag. Thus, as in Instagram, it is possible to find different themes with the terms inserted after the “#”.

For those who want to gain popularity on TikTok, using this feature is essential to have visibility.


The greater proximity to the concept of social network also opened space for direct messages, which are also widely used on Instagram.

Users can communicate more effectively with those they follow, in addition to all other TikTok profiles.

Variety of content

When accessing TikTok today, it is possible to see how the application was not limited to music.

The contents are of all types, created by people of all ages, but always with a main characteristic: humor.

From cute dog and cat videos to dancing people, everything helps to create a light and very interesting environment for the user.


Musers are for TikTok just like youtubers are for YouTube. These users have been generating content for a long time, dedicating themselves to the platform’s proposal.

Because they have practically become professional, their videos are more famous and accessed. They also play the role of influencers, so talked about lately, especially when it comes to influence marketing.


To start using TikTok is very simple: just download the application, which is available for both iOS and Android users. It is possible to synchronize with accounts like Twitter, Facebook or Instagram, to have a profile quickly in the application.

Every success of TikTok has an explanation and, behind it, a good strategy and a business plan. The trend is for it to grow even more, gaining more users and opening up new ways to monetize.

Now that you know this true phenomenon, check out this video size guide for social media in 2019 and improve your results on each of the platforms!