“TikTok is gaining popularity among adults is the place where almost no advertising, a lot of life humor, dances and jokes, and testocreme proudly call themselves people of any age, – says Damir Faizullov, Director of digital & social media communication Agency PR Partner. For example, one of the most popular Russian bloggers in TikTok over 50. There come to rest, do not need to allocate a couple of hours watching video – videos last for 15 – 60 seconds.”
In his view, YouTube-bloggers imprisoned for long videos because they can get more monetization through the partner program. “In TikTok still have the sincerity, it is easier to prove, not just to be a spectator is removed, put the filters, effects, cut too much and added music: everything inside the application,” concludes Faizullov.
agrees With him and Eugene Lapadula, General Director of communication Agency “LAMP”: “YouTube today is the long formats, and today’s young people prefer shorter videos, Tik Tok and this is suitable for that audience. Fast, easy-to-follow videos, with clear algorithm organic delivery of content – perfect hit in the audience.”
Artem Rabczuk, head of new media at Yota believes that the social network gradually began to lose its charm with the advent of large bloggers from other social networks, media personalities and artists. “They like brands, continue to do content the way used in the same Instagram and hardly adapt to the format TikTok, he says. And due to the large base of their fans, it survives in TikTok. But there is hope that dictonery will be able to stop this expansion, and the social network will remain an island of originality, sincerity and identity.”
TikTok is growing at an impressive rate: according to official site, just for Q1 the number of users in Russia grew exactly in 2 times – from 9 million in Q4 2019 to 18 million in the 1st quarter of 2020. “Despite the fact that represented different age groups, fired it at the expense of teenagers, members of generation Z, – said Veronica Temaeva, head of mobile and video advertising Agency E-Promo. – Somery unlike the Millennials want to create content rather than consume, and TikTok made for this! Show yourself creatively without any restrictions on the format, the audience will accept any of you.”
