The social media app TikTok has been downloaded 10 million times since its 2016 launch and there’s a reason why it’s shot to fame.
Many consider it a “Shitty Music” app because the most popular songs there are all dubstep like hard bangers. Artists like Zedd and The Chainsmokers have popularized the platform by setting up countdown “sound offs” but it’s really grown thanks to video or “channels” notetakers like Lil Yachty and Shawn Mendes.
A 19-year-old named Logan Paul is the biggest star at the moment with close to 12 million subscribers on TikTok. He posts light-hearted videos such as grilling healthy breakfasts or breaking down music all within a 1-3 minute clock-app a day.
His videos become viral and in the first week of April alone, the number of unique users who interacted with or played his videos jumped from 550,000 to 600,000. His fans refer to Paul as “Logan Smashah” or “Lol.” In other words, they like the obnoxious nature of the videos and what they know him for; video makers.
“The video app is still a new thing and it’s widely accepted that there will be lots of contrived content in the age of social media,” said Rahul Parikh, a Leads & Insights Director at CivicScience.
Of course, there are plenty of other popular apps like Ipsy and Vice who also have affinity and exposure from pop culture when it comes to YouTubers.
TikTok’s users are roughly evenly split between the ages of 13-24. Paul’s 29% are 18-24. The app is best viewed via web, but users and creators reach even more people when using the app on both iOS and Android.
Also, user growth on mobile is slowing down but on Facebook and YouTube, mobile traffic is higher than ever before.
“Right now, there isn’t a clear picture on what people are seeing in TikTok” said Parikh.
The U.S. will most likely be the first market to see Paul, and Parikh says that it will be beneficial for TikTok to increase awareness to stay ahead of the competition. The U.S. is closely followed by Japan, which is TikTok’s biggest market at present.
“I’m thinking that Paul will bring in a younger audience than most of the other users,” Parikh said. “His videos bring a lot of laughs and people love them.”
Wes Fry, the head of social media analytics at NewsWhip, says that Paul’s well-known videos will help spread the content at an even faster rate than most other YouTubers.
NewsWhip has found that Paul’s fan base has a high engagement rate and is comprised of Gen Z, which makes this a prime market for TikTok.
“If you live on TikTok, you’d be home by now,” Fry said.