TikTok: How a Chinese Video Clip App Became a Popular and Successful Global Brand

Mingyue Fan () and Morrant Hemans
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Mingyue Fan: Jiangsu University
Morrant Hemans: Jiangsu University

A chapter in Casebook of Chinese Business Management, 2022, pp 33-45 from Springer

Abstract: Abstract Since 2017, the video content entertainment industry has been on the rise. TikTok is a social media app that lets users watch, create, and share video clips. Users can create and share a 15-second video on any topic. TikTok has a separate app version specifically for the Chinese market, known as Douyin, which has over 300 million active monthly users. The new app’s logo is a combination of the Musical.ly app and the Duyin app logos. Since its launch, TikTok’s popularity has grown significantly. In October 2018, it held the global record for being the source of the most downloaded photo and video apps in the Apple store. This case highlights some significant factors that have contributed to TikTok’s popularity and other important aspects of this video-making-sharing app, now one of the most successful and fast-growing brands in the world.

Date: 2022
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DOI: 10.1007/978-981-16-8074-8_4

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