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TikTok Tuesday: a roundup of news and insights

TikTok Tuesday: a roundup of news and insights

TikTok is the freshest social media phenomenon on the block, and its popularity continues to grow and grow.

So to help you keep on top of all the news, trends and developments from the app, we have launched 'TikTok Tuesday' a monthly(ish) roundup of all of the biggest stories, updates and statistics from the platform.

If there's a big story we missed, feel free to get in touch and we'll work to include in the next roundup. Until then, we hope that this roundup proves to be somewhat useful and provides a valuable peek into the turbulent world of TikTok.

Roundup

TikTok generated a record number of installs in February 2020

TikTok's growth shines through the upwards trajectory of its installs. Last month, the platform saw almost 113 million installs across the App Store and Google Play - a record-breaking amount. 

The platform also saw record-breaking user spending, surpassing $50.4 million globally. While Brazil is responsible for the majority of installs, it is China driving the revenue numbers. 

Both of these numbers look set to grow throughout March too - TikTok could be looking at another record-breaking month during the COVID-19 pandemic.  

TikTok launches 'family safety mode' in UK

Back in late February, TikTok unveiled a family safety mode that allows parents and guardians to moderate what children see on the app. It's a strong and welcome move considering the number of young people currently using the app. 

Adults can link their own TikTok account to their children's and from there, will be able to apply a number of new settings to it. Filters can be applied so that certain types of content will not appear in the feed, and adults can now set a time limit of how long a child can spend using the app. Personal messages can also be turned off.

TikTok has been restricting content made by "unattractive" and "poor" users

A report from The Intercept revealed that past TikTok guidelines instructed its moderators to deliberately suppress videos made by "ugly" or "poor" users.

Snippets from the document showed TikTok's intent to ban or restrict people with an "abnormal body shape" or "ugly facial looks". It also highlights signs that a creator may be poor, with red flags including poor housing, old-style decoration or visible household damage.

A spokesperson from TikTok confirmed that these tactics were once in place but as an "early blunt attempt at preventing bullying”. The guidelines have been abolished since. 

VidCon London 2020: TikTok UK GM on expansion, trends and where the platform is headed in 2020

As part of VidCon London 2020 which took place in February, TikTok UK GM Rich Waterworth took part in a fireside chat to answer some questions and run through how the platform is doing in the UK. 

Waterworth discussed what drew him towards TikTok in the first place, as well as detailing the key trends. He also explained how there's no set formula for success on the app, which means pretty much anybody can give it a go. 

And of course, the topic of monetisation and creator support was broached. Waterworth assured listeners that brands are open to working with TikTok and a creator platform is in place to support influencers there.

Case Study: Loren Gray and Chipotle’s TikTok team-up

To roundup this month's TikTok Tuesday, here's a sweet case study from fast-food outlet Chipotle, featuring 17-year-old TikToker Loren Gray.

The pair teamed up for a campaign to promote 'National Avocado Day', which is obviously not a real holiday, but it will generate real money. Check out what they got up to and how it went over here


Editor - Influencer Update

Danielle Partis is Editor of InfluencerUpdate.biz. She was previously the lead content creator for TeamRock Games, as well as contributing to outlets such as Metal Hammer, both online and in-print. Prior to that, Danielle worked as a freelance PR consultant and freelance journalist for a number of outlets.

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