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Being a presence that supports the free time of a wide range of generations

MarkeZine Editorial Department (hereafter, MZ): Mr. Amano, what do you think about the current state of TikTok users?

Amano: We are paying attention to the increasing trend of the number of users. In the 2020 app download world ranking released by AppAnnie in August, TikTok surpassed Facebook to take first place. Just the other day, it was announced that TikTok's global MAU exceeded 1 billion, and the number of MAUs aged 16 and over in Japan has increased to about 17 million as of August 2021 (according to App Annie).

In addition, I have seen more TikTok users physically. I feel that the habit of watching TikTok in a little free time, such as during commuting or meeting, is occurring in a wide range of generations. Due to the spread of wireless earphones and the evolution of the communication environment, it has become easier to watch videos with sound during gaps.

MZ: TikTok has a strong image among young people. What do you think about that?

Amano: With the increase in the number of downloads, the range of users is starting to expand, including not only generation Z and other people in their teens and 20s, but also people in their 30s and 40s. According to App Annie data, domestic MAUs aged 16 and over grew from about 10 million to about 17 million in the two years from August 2019 to August 2021. In addition, the composition ratio of those under the age of 25 decreased from 45% to 40% during the same period. The composition ratio of those aged 25 and over increased from 55% to 60% during the same period.

MZ: So you've come to the phase where you can consider it as a way to approach people other than young people. You say that people are starting to watch TikTok in their spare time. Why do you think this is happening?

Amano: The number one thing is the accuracy of the recommendations. TikTok has two timelines, “Following” and “Recommended”, but our research shows that many people are looking at the “Recommended” timeline. That's why I trust the accuracy of TikTok's recommendations, and I think that content that I want to see will naturally flow.

In addition, TikTok is a short movie platform, so you can watch several videos even in your spare time, and there is a high possibility that you will come across some useful information or interesting content.

Content is diversifying

MZ: Are there changes in popular content as the number of users increases?

Amano: UGC will diversify as the number of users increases. Around 2018, selfie-type videos such as dancing and eye-pleasing videos featuring beautiful women and cool men were popular, and companies were also holding dance contests and trying out new forms of brand communication.

Since 2019, everyday videos such as comedy videos and Vlogs (video versions of blogs) have become popular. In addition, many hit music from TikTok, such as Eito's "Perfume" and Hirame's "Pocket Kara Kyundesu!"

Amano: Recently, during the Tokyo Olympics, athletes from various countries posted pictures of the athletes' village and the opening and closing ceremonies. In principle, social media has the function of communicating and spreading the “now” to everyone, and I felt that TikTok is also demonstrating this.

　In addition, 3B (Beauty, Baby, Beast) videos that are popular on social media and video platforms, creative videos with advanced editing and production techniques, business-related videos, food, travel, fashion, etc. The types of content continue to increase, such as lifestyle videos and news videos from the media.

In line with this, corporate communication has also changed. For example, companies have begun to send out videos that depict life scenes through everyday content, videos that convey how-tos and use cases for products and services in an easy-to-understand manner. We also started seeing more collaborations between popular TikTok creators and companies.

　There may be people who think, "TikTok means dance, right?", but the situation has changed significantly in the last few years.