The astonishing growth story of how a company that started solely in China, became the go-to platform for Gen Z, and establishing themselves today as a global household brand. The following slides seeks to shed light into these 4 aspects:
Company background - timeline, ecosystem and topline figures
Onboarding - getting to the aha moment before signing up
Virality - leveraging on existing social networks to grow
Content creators - making it feasible for creators
1. Company background
Evolution of Dou Yin, Musical.ly, and TikTok:
Launched localized versions for Chinese & International users:
One of few apps with such high penetration amongst younger demographics:
2. Onboarding
Testing viral videos that best optimizes for signups:
Enabling great user experience even for non-users:
Investing in easy sign-ups for a global audience:
3. Virality & acquisition
Popularizing different trends for creators to latch on:
Leveraging on word-of-mouth marketing:
Personalizing shared content:
Content as an acquisition channel:
Prioritizing users even if it directs traffic away:
4. Content creators
Creating incentive mechanisms for creators:
*Slides are compiled by myself, with information from TikTok's sales deck
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