TikTok is a popular short-form video sharing app that allows users to create, watch, and share entertaining videos up to 60 seconds long. The app was launched in September 2016 by the Chinese tech company ByteDance, originally under the name Douyin in China. In 2017, ByteDance launched TikTok for markets outside of China.
TikTok’s signature feature is its powerful and intuitive video editing tools that allow users to easily create, edit and share high quality short videos. The app provides a vast range of filters, effects, music and sounds that users can utilize in their videos to make them more captivating.
TikTok has experienced massive growth and popularity over the past few years. As of 2022, it has over 1 billion monthly active users globally and has been downloaded over 3.7 billion times on app stores like iOS and Google Play [1]. It is currently one of the most downloaded apps in the world.
A key driving factor behind TikTok’s popularity is its algorithmically curated “For You” feed that delivers a never-ending stream of short, entertaining videos tailored to each user’s interests and engagement. This makes it extremely addictive to scroll through and watch TikTok videos. The app has become a global phenomenon and a hub for various trends, memes, challenges and celebrities.
[1] https://www.investopedia.com/what-is-tiktok-4588933
TikTok’s Rise in India
TikTok was launched in China in September 2016 by ByteDance. It was launched in India in May 2017 after ByteDance acquired the Indian video app Musical.ly and merged it with TikTok (1). The app quickly gained popularity among Indian users, especially teenagers and young adults.
By January 2018, TikTok had over 12 million monthly active users in India (2). The user base continued to surge rapidly, reaching 120 million by November 2018 (3). Several factors contributed to TikTok’s meteoric rise in the Indian market including its fun music video creation features, powerful recommendation algorithm, local content partnerships and influencer marketing.
According to a 2021 report, India had 344 million TikTok users accounting for 25% of all users worldwide (4). This massive user base made India TikTok’s largest market, far surpassing China’s 140 million users. TikTok’s growth was further fueled by affordable mobile data costs and the availability of low-cost Android smartphones in India.
Sources:
(1) https://www.businessofapps.com/data/tik-tok-statistics/
(2) https://influencermarketinghub.com/tiktok-stats/
(3) https://thesocialshepherd.com/blog/tiktok-statistics
(4) https://www.businessofapps.com/data/tik-tok-statistics/
Key Features of TikTok
Some of the key features that make TikTok stand out from other social media platforms include:
Short Videos – TikTok is built around short videos that are typically 15 seconds to 1 minute in length. This format allows for easily consumable and shareable content.1
Filters and Visual Effects – TikTok provides users with hundreds of filters, AR effects, and editing tools to enhance videos. Things like green screens, facial filters, and text/stickers help creators make engaging content.2
Duets and Stitches – The duet and stitch features allow users to collaborate with others or repurpose content. Duets display two videos side-by-side, while stitches integrate clips from another user’s video into your own.3
Challenges – Dance challenges, comedy sketches, and other viral challenges thrive on TikTok. Using hashtags, songs, or effects connects videos to broader challenges.
Top TikTok Stars in India
TikTok has produced numerous popular stars in India who have amassed millions of followers. Here are some of the top TikTok stars from India as of 2023:
Riyaz Aly – With over 45.4 million followers, Riyaz Aly is currently the top TikTok star in India. He posts lipsync videos, comedy sketches and dance videos. Riyaz gained popularity thanks to his duet videos with top female TikTok creators.
Faisal Shaikh – Known as Mr. Faisu online, he has over 32.2 million followers currently. He is famous for his comedy, dubsmash and dance videos. Faisal is also popular for his videos with the influencer group Team 07.
Jannat Zubair – A prominent actress and model, Jannat Zubair has 29 million followers on TikTok. She regularly posts fashion videos, dance performances and comedic sketches for her fans.
Awez Darbar – Choreographer and dancer Awez Darbar has 26 million followers. He posts dance tutorials, creative transitions and videos with his family. Awez also runs a dance academy with his brother.
Other top stars include Nagma Mirajkar, Nisha Guragain, Avneet Kaur, Garima Chaurasia and Manjul Khattar, all of whom have over 15 million followers.
TikTok Controversies in India
TikTok has faced several controversies since its launch in India. The biggest controversy resulted in the app being banned by the Indian government in June 2020. The ban came after escalating tensions between India and China over a border dispute in Ladakh. India cited national security concerns as the reason for banning TikTok and 58 other apps developed by Chinese firms (1). This ban cost ByteDance, TikTok’s parent company, one of its largest markets.
Prior to the ban, TikTok had over 200 million monthly active users in India. The app was especially popular in small towns and rural areas. Many TikTok stars with millions of followers saw their careers take a hit after the ban. While a few migrated to other platforms like Instagram or YouTube, some struggled to retain their follower base (2).
TikTok has also faced accusations of promoting illicit content like pornography, violence, and dangerous challenges. In 2019, an Indian court ordered a temporary ban after concerns were raised over exposure to inappropriate content. While the ban was reversed within a week, the app was asked to remove objectionable videos and moderate content more strictly.
There have also been concerns around security and privacy issues. Critics argued that the app could expose user data to cybercriminals, hackers and the Chinese government. In response, TikTok maintained that Indian user data was stored securely in data centers in the US and Singapore, not China.
Impact of TikTok in India
TikTok had a major cultural impact in India during its peak popularity. By giving average citizens a platform to showcase their talents, TikTok helped democratize fame and stardom. Small town creators who struggled to find opportunities in traditional media gained large followings on TikTok. Some became bonafide celebrities, earning lucrative brand sponsorship deals and starring in music videos or movies.
TikTok also impacted businesses and marketing in India. Companies leveraged influencer marketing campaigns to reach TikTok’s massive Gen Z userbase. A cottage industry of content creation agencies popped up to help brands work with TikTok stars. According to one estimate, the TikTok ban may have resulted in $6 billion total lost earnings for top Indian TikTok influencers (source: https://www.forbes.com/sites/alexandralevine/2023/03/21/tiktok-india-ban-bytedance-data-access/).
The ban also impacted India’s digital landscape more broadly. It opened up opportunities for TikTok competitors like Instagram Reels, YouTube Shorts, and homegrown apps like Chingari, Roposo, and Moj to gain market share. Some analysts believe the TikTok ban helped spur innovation and investment in short-form video apps tailored to Indian users.
TikTok for Marketing in India
TikTok has rapidly become an effective platform for influencer marketing and advertising in India. Brands are leveraging popular content creators on TikTok to promote products and services to their large follower bases. According to Clutch, influencer marketing on TikTok can generate 11 times more ROI compared to other social platforms.
Leading brands such as Pepsi, Myntra, and Snapdeal have run hashtag challenges on TikTok to engage users and drive product discovery. For example, Myntra’s #ReadyForMore challenge generated over 8 billion video views in 6 days. Brands are also partnering with top TikTok stars like Jannat Zubair who has over 30 million followers. Her sponsored content can help brands reach a wider audience organically.
In addition to influencer marketing, brands are leveraging TikTok’s self-serve advertising platform to run hashtag challenges, branded effects, in-feed videos ads and more. TikTok provides detailed analytics on campaign performance making it easier to optimize and scale ad campaigns. With India being TikTok’s largest market, the platform offers a major new avenue for brands looking to engage India’s growing digital consumer base.
TikTok Guidelines in India
TikTok has established community guidelines and content policies to ensure a safe environment on the platform. The guidelines cover aspects like minor safety, illegal activities, violent and graphic content, nudity and sexual activities, harassment and bullying, hateful behavior, regulated goods, platform manipulation and spam.
In 2020, TikTok updated their community guidelines to have clearer policies and definitions around dangerous acts, child safety, integrity and authenticity, illegal activities and regulated goods, violent and graphic content, and other areas. They also expanded their policies to cover additional categories like misinformation and disinformation (source).
The Indian government has also imposed some regulations on TikTok due to controversies around inappropriate content and dangerous stunts. In 2019, TikTok was temporarily banned in India and only allowed to return after agreeing to moderation guidelines like disabling underage users, screening content, and cooperating with law enforcement agencies (source).
TikTok continues to update its community guidelines and work with regulators to maintain a safe platform in India while respecting creative expression (source).
Statistics on TikTok Usage in India
TikTok has seen rapid growth in India. According to source, India contributed 20% of TikTok’s total downloads in June 2020, before the app was banned. This amounted to over 200 million users in India at the time.
A 2021 report by Business Today found that the average Indian TikTok user spent 21 hours per month on the app, nearly 3 times more than time spent on Facebook. This demonstrates incredible user retention and engagement.
In terms of demographics, TikTok has attracted users from all age groups and backgrounds in India. However, it has been particularly popular with teenagers and young adults. Over 60% of TikTok’s Indian user base was estimated to be under 30 years old.
TikTok’s growth in India has been nothing short of phenomenal. With its addictive short video format, TikTok has captured the Indian market better than any platform before it. Although banned for now, these usage statistics show the immense potential TikTok still has in India.
The Future of TikTok in India
Despite past controversies, TikTok has major potential for continued growth in India’s huge market. With over 650 million internet users, India presents a massive opportunity for TikTok to add users in the years ahead. However, TikTok faces stiff competition from fast-growing apps like MX TakaTak, Josh, and Moj which gained popularity after TikTok’s ban (Source).
To maintain growth in India, TikTok will need to provide more localized content, especially in regional languages. TikTok can also tailor content recommendations and advertising based on Indian user preferences. Partnerships with Indian celebrities, brands, and media companies can further boost TikTok’s presence. However, concerns around data privacy and moderation remain key challenges. Stricter government regulations like India’s 2021 intermediary rules also pose a threat if TikTok fails to comply (Source). But if TikTok can adapt to the Indian market while following local laws, its future looks bright in this essential geography.
