TikTok Is Diversifying Its Content Slate With Focus On DIY Tutorials And Live Videos

According to a report from CNet, the ByteDance-owned TikTok app is planning to expand into extra live streams as well as educational content as the video hosting app diversifies away from music and dance content. Head of content partnerships at TikTok, Bryan Thoensen stated during an interview with CNet that individuals are spending more time on the TikTok app during the coronavirus pandemic.

Content creators are expanding the range of content to include categories such as beauty videos, gaming, fashion, cooking, and sports, while Livestreams are helping creators to connect with users in real-time.

Thoensen also stated in the interview that people using the TikTok app have also branched out from regular music and dance videos to display off projects such as calligraphy, woodworking, Christmas ornaments, or preparing dalgona iced coffee. Moreover, health experts are sharing medical advice across the platform during the coronavirus pandemic.

The social video app has experienced dramatic growth during the last two years. TikTok also offers accessible features to quickly create videos, include exclusive effects, and choose a soundtrack. These features have helped a lot of users to become ‘TikTok famous’ in a short time.

Dance and music videos helped the platform to build its reputation. However, TikTok is now expanding into live videos and educational videos that may offer more variety to TikTok users, as well as advertisers during the pandemic, when sustaining growth and profit, will be important.

Around 43% of TikTok users are 16-24-years-old, and diversifying the content slate may help the platform to broaden the audience beyond this demographic. It will ultimately help TikTok to appeal to brands seeking to reach customers with higher spending power.

Live streams have specific benefits in making a sense of immediacy among TikTok viewsers. Moreover, educational content will also help to cultivate those sorts of enthusiasts that are crucial for niche advertising. Both of these areas have seen a sharp uptick in interest during the pandemic as individuals are spending more time on social platforms for entertainment as well as informational purposes.

TikTok is going to appear at the IAB’s Digital Content NewFronts for the first time later this month. The platform’s expanded range of content slate may become a major threat to rival platforms such as Instagram and YouTube. Kids between 4 and 15 years old in the US spend an average of 82 minutes, 86 minutes, and 50 minutes daily on TikTok, YouTube, and Instagram respectively, per research by Qustodio.


Photo: Chesnot/Getty Images

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