The Belong Effect by Sid Lee logo
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TikTok

The come-as-you-are platform with the algorithm that creates new and powerful connections.

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Lifestyle Community

Digital entertainment + Dance + Influencers

The most downloaded app in the world—think more than 2 billion cumulative downloads—TikTok is fueling 2020 life online. Powered by the algorithm on its "For You" page, TikTok continually proves how celebrating real individuals in all their funny, out-there, real style can be a driving force to bring people together.

Identity
Mobilization
Oneness
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Identity

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The TikTok platform gives participants the opportunity to craft their personal identities and personas either by finding content through the For You algorithm or creating content based on their personal experiences.

Social Capital

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Duets and collaborative features are core to TikTok and have enabled people to build on one another’s content, as well as support and amplify each other’s voices. About 43% of engaged TikTok users have uploaded a “Duet” video.

Oneness

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While 41%of TikTok users are between the ages of 16 and 24, the fundamental capability of TikTok is to connect members to one another through an algorithm that learns and refines based on user behavior. And TikTok’s base is widening. The #ThinBlueLine hashtag featuring law enforcement videos received 530.1 million views—a massive increase from the 37 million views recorded in the previous 2019 version of this post.

Mobilization

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With 90% of TikTok users visiting the app more than once per day, the platform has become a prime spot to reach and mobilize Gen Z in particular. TikTok has been the hub for numerous moments, including when users took down the Life360 parenting app, deployed viral videos to draw attention to China’s mistreatment of Uighur Muslims, pranked a Trump rally, and registered 21,000 voters in two months, almost all under 25 and 60% women.

By the numbers

$500M

TikTok’s estimated U.S. revenues in 2020

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