/
B roj novih korisnika raste iz minuta u minut i odavno je prešao broj korisnika do sada neprikosnovenih Insta- grama , Tvitera i Fejsbuka , a TikTok je čak emitovao i reklamu u toku ovogodišnjeg Superboula . Šta je, dakle, TikTok ? U svojoj suštini, to je jedna verzija sada ukinute društvene mreže Vine , dakle platforma za delje- nje video-sadržaja. Korisnici mreže mogu da se međusobno prate, lajkuju i komentarišu video-snimke, a snimci se gledaju po principu skrolovanja nagore, što znači da možete da prove- dete sate i sate gledajući različite snimke – od tutorijala na te- mu nege kože, preko kratkih skečeva, do zapažanja o svakod- DRUŠTVENI FENOMENI / SOCIAL PHENOMENA ZAŠTO SU TINEJDŽERI OPSEDNUTI TIKTOKOM? WHAT IS TIKTOK AND WHY ARE TEENS OBSESSED BY IT? Tekst/Words: Tamara Gligorijević Fotografije/Photography: iStock / Anatoliy Sizov T he number of new users is growing by the minute and has long since outdone the numbers of the previously unsurpassed Instagram, Twitter and Facebook, while TikTok even broad- cast a TV commercial during this year’s American Super Bowl. So, what is TikTok? Essentially, it is a version of the now discontin- ued social network Vine, so it’s a video sharing platform. Users of the network can follow one another, and like and comment on each other’s videos, while videos are watched according to the upward scroll prin- ciple, which means you can spend hours and hours watching di erent videos – from tutorials on the topic of skincare techniques, via short sketches to observations on everyday life. What di erentiates TikTok
nevici. Ono po čemu se TikTok razlikuje od drugih mreža je to da i potpuni početnici, sa minimalnim brojem pratilaca, mogu da po- stanu viralni i popularni preko noći – ukoli- ko imaju dovoljno dobar video. Još jedna stvar koja TikTok razdvaja od društvenih mreža je naslovna, For You strana. Listajući je, videćete snimke koje inače sami ne biste pratili. Ta stranica buši filter balon i dok na Instagramu ili Tviteru gledate samo stvari koje birate sami, na TikToku za samo 10 minuta možete da prođete kroz nekoliko de- setina snimaka ljudi koji imaju potpuno dru- gačiji pogled na svet od vas – i nema filtera. TikTo k pripada kineskoj kompaniji Byte- Dance i rezultat je spajanja dve aplikacije – musical.ly i douyin. To je jedina internacional- no prihvaćena kineska društvena mreža koja preti da u potpunosti pokori Zapad. Zbog to- ga je čak vođena rasprava u Kongresu SAD, gde se smatra „nacionalnom pretnjom po bez- bednost“. U čemu je njegova tajna?
from other networks is the fact that complete beginners, with a minimal number of followers, can become viral and popular overnight - pro- vided they have a good enough video. Another thing that distinguishes TikTok from social networks is the home page, the so-called “For You” page. While perusing it you will see video footage that you wouldn’t ordi- narily follow. That page breaks the lter bub- ble, and while on Instagram or Twitter you only see things you choose, on TikTok you can check out a few dozen videos from people who have a completely di erent world view than you in just 10 minutes - and there are no lters. TikTok belongs to Chinese company ByteD- ance and is a result of the merging of two appli- cations - musical.ly and douyin. This is the only internationally accepted Chinese social network, and it threatens to completely outdo the West. This even led to a debate being held in the U.S. Congress, where it is considered“a threat to na- tional security”. What is its secret?
TikTok savršeno kombinuje sve načine izražavanja mla- dih – u snimcima od po nekoliko sekundi oni praktično pra- ve mimove sa muzičkom podlogom u vidu popularnih pesa- ma. Na TikToku možete da postanete viralni preko noći i zato preti da postane prava fabrika novih influensera. Ono što je trenutno ograničavajući faktor jeste to da način monetizova- nja sadržaja još nije definisan. Dok na Jutjubu , Instagramu ili Fejsbuku postoje već uhodani načini plasiranja proizvoda, Tik- Tok ne daje mogućnost ubacivanja reklama u video, niti otvo- renog plasiranja proizvoda na bilo koji drugi način. Zbog to- ga veliki internet influenseri još oklevaju da se prebace na tu mrežu, ali nema sumnje da će uskoro i taj problem biti preva- ziđen i teško da će tada biti granica za TikTok .
TikTok provides a perfect combination of all ways young people express themselves – in video recordings lasting a few seconds, they practically make “memes” with a musical background in the form of popular songs. On TikTok you can go viral overnight and that’s why it threatens to become a real factory of new in uencers. What is currently a limiting factor is the fact that it has not yet de ned a way to monetise content. While YouTube, Instagram, or Facebook already have well-es- tablished ways of marketing products, TikTok does not provide the pos- sibility to either place advertisements in video or to present products in any other way. This ensures that major internet in uencers are still hesitant to switch to this network, but there’s no doubt that this prob- lem will also soon be overcome, and then it will be di cult for there to be any limits for TikTok.
72 |
Made with FlippingBook interactive PDF creator