This direct relationship differs from other social media platforms where such influencer marketing agreements are handled by a third party. The creator marketplace allows advertisers to directly contact influencers who match their target market demographic. Creators can then convert these virtual goods into real money. Creators give viewers virtual gifts as a sign of their gratitude for the creators positive engagement with them. The relationship between content creators and viewers is reinforced with the virtual gift shop. This combination provides users with a larger variety of content. One for recommended content from the platform’s algorithm and another for shared content from profiles followed by the user. Unlike most social media platforms, TikTok users have two social feeds. This has especially been well received in rural and poorer areas where individuals would otherwise have limited access to digital entertainment. The platform offers a space where users can easily become inspired to explore and publish their own creative content. TikTok social media app that functions as a multi-sided platform, consisting of content creators, viewers, and brands. In 2020, TikTok is estimated to have around 825 monthly active users worldwide. Within three months the combined TikTok platform had obtained 30 million new users. In 2018, Musical.ly users’ accounts were consolidated into TikTok’s platform. Initial Musical.ly and TikTok operated in parallel to one another. Within the same year, ByteDance acquired Musical.ly, another Chinese-based social video app, with more than 200 million users worldwide. To expand internationally and still abide by the internet regulations set by the Chinese government, Zhang launched a twin version of Bouyin, Tiktok, in 2017 on a separate server. Requiring only 200 days to be developed, within one year Douyin had obtained 100 million Chinese users that viewed 1 billion videos daily. ByteDance’s initial product success with Toutiao led to the opportunity for the company to create the video sharing app Douyin in 2016.
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The origins of TikTok can be traced to 2012, when its parent company ByteDance was founded by Chinese serial entrepreneur Zhang Yiming.
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