"In the future everybody will be world famous for fifteen minutes," Andy Warhol predicted back in 1968. In the 21st century, though, it’s not about minutes but seconds.
TikTok videos are designed to be short and the original default length for uploading was just 15 seconds. Rivals hoping to capitalize on the popularity of the short video format with music also set their base standard at 15 seconds.
The boom and bust of 2020 for TikTok
The first half of 2020 has been very good for the social video app from Internet company ByteDance, called TikTok. By the end of April, Sensor Tower Store Intelligence estimated that the app had been downloaded over 2 billion times on the App Store and Google Play.
The first half of 2020 has been very good for the social video app from Internet company ByteDance, called TikTok. By the end of April, Sensor Tower Store Intelligence estimated that the app had been downloaded over 2 billion times on the App Store and Google Play.
The popularity of TikTok is a worldwide phenomenon. However, its presence in India is now curtailed because the government banned the app, as well as 58 others, on June 29, due to their links to China. That is quite a blow to the app in light of the huge user base in India.
Live Mint reports that there were over 200 million active users of the app in India, which represents a major chunk of its global hold. It was such a profitable market for ByteDance that last year the company said it planned to invest a billion dollars there.
The rise of the Reels rival
The Indian market may now turn to one of the rival video platforms that have been trying to compete with TikTok. They include offerings from Instagram and YouTube.
As TikTok’s growth has been impossible to ignore, Facebook attempted to launch its own version through Instagram under the name Reels. It first rolled out on a limited basis in Brazil in November 2019.
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