![]() have both recently run promotions on the platform. Brands are also catching on: Netflix and Warner Bros. This winter, Rihanna’s Fenty Beauty launched a collective for up-and-coming beauty and lifestyle TikTokers - known as a “collab house” - including 22-year-old Texas native Challan Trishann 1.4 million followers). Hollywood, caught flat-footed by the rise of YouTube, is going all in on TikTok, armed with more than a decade’s worth of hindsight. They’re both stuck at home, using the same app to reach their followers - except that D’Amelio has 40 million more of them. Start scrolling through the app’s endless “For You” feed and it won’t take long to encounter Jennifer Lopez and Alex Rodriguez, who are isolating in their sprawling Miami home, dancing to Megan Thee Stallion’s “Savage,” or Jason Derulo, shirtless in bed, lip-syncing to his own song, “Trumpets.” Amid the coronavirus shutdown, TikTok has become the great equalizer, collapsing the distance between a capital “s” star like Lopez and D’Amelio, whom she previously enlisted to help make her Super Bowl dance challenge go viral. TikTok doesn’t disclose user data, but Vanessa Pappas, general manager of TikTok U.S., acknowledges, “We’ve seen an incredible surge in terms of both the level of creativity and diversity in the content and our users and what they’re sharing.”Īs one of the few platforms that can continue to churn out new content while Hollywood production is at a standstill, TikTok is being flooded with videos - and not just from suburban teens. users during the month was at a record 858 minutes, or more than 14 hours, according to Comscore. In March, as most Americans began to shelter at home, TikTok’s global downloads jumped 51 percent year-over-year to 199 million, per Sensor Tower. Now, left with more hours in the day than even Netflix can sate, people have been flocking to TikTok, each dance routine or snappy sketch like a shot of dopamine. This was all before the global pandemic forced most of the world indoors. Both are said to be plotting copycat products. The app’s quick rise even has reigning social video platforms YouTube and Instagram on edge. users, per Comscore) that conferred similar cultural cachet on Snapchat and Instagram before the rest of the world caught on. Its looping, 15-second videos have made it the social media platform du jour for a predominantly young, female-skewing audience (women ages 18-24 make up 22.6 percent of its adult U.S. only since summer 2018 - has been downloaded more than 2 billion times, according to estimates by measurement firm Sensor Tower. Less than 3 years old, TikTok - owned by Chinese conglomerate ByteDance and available in the U.S. “This is definitely a place to discover new talent.” “There’s something happening here,” says D’Amelio’s agent, Ali Berman, who as co-head of digital talent at UTA has spent the better part of the past decade molding the careers of the internet famous. Though the nature of internet virality is that it can disappear as quickly as it arrives, there’s evidence to suggest - and a growing faction in Hollywood who are mobilizing to ensure - that TikTok stars like D’Amelio won’t be fleeting. Now, she has the potential to earn millions and a team of agents, managers and lawyers working tirelessly behind the scenes. A year ago, D’Amelio had yet to post her first TikTok video. Next thing you know, she had 500,000 followers.”įame comes fast and furious on TikTok, which uses a powerful algorithm to excavate someone from anonymity and turn them into an overnight sensation. “I don’t know how it happened,” says her dad, apparel entrepreneur Marc D’Amelio. D’Amelio’s own TikTok profile reads, “Don’t worry I don’t get the hype either.” She says she wasn’t after fame: “I was just making videos for fun like everyone else.” Even her parents are a bit surprised. If you’re wondering how society got to a place where a doe-eyed, freckle-nosed high schooler garnered millions of followers and coveted late night appearances for dancing in her bedroom, you’re not alone. ![]() Ad Slump Pulls Down Revenue at Fremantle Parent RTL, While Streaming Grows
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