“TikTok's great success is that it is the most democratic social network, you can have thousands or millions of views without having a single follower,” Manu Chatliani explained in conversation with Ciudadano ADN.
This Tuesday, following the publication of a study of Jelly which revealed how much time Chileans spend on TikTok and Instagram, he Citizen DNA spoke with the agency's executive director, Manu Chatliani, who detailed the measurement and progress on social networks.
The communicator explained that “we have been revolutionized by the telephone for several years. On average we spend four hours looking at the screen and there are people who do it for up to six, seven hours, not counting the other screens in the home or office.”
Regarding social networks, Manu Chatliani explained that we have an explosion at a global level and in Chile, in the use of Instagram and especially TikTok.
Furthermore, regarding this last case, the journalist detailed that during the pandemic the growth of this app in Chile was tremendous, going from one million accounts to nine million in just three years.
“TikTok is a culturally relevant platform, it makes the whole environment want to look alike: we have TV commercials with TikTok music and in vertical format, YouTube created the shorts, Instagram created reels, Twitter tested immersive videos. Everyone wants to be TikTok, but they aren't", explained the CEO of Jelly.
But not everything is social networks, since the cinema, which is in horizontal format, “He’s making trailers on TikTok, adapting to vertical images, because that’s where Generation Z and some of the millennials are.”
In this sense, Manu Chatliani stated that this social network “is causing lots of content consumption, so much so that they are already experimenting with “horizontal and longer videos”, which is why they are targeting major competitors like YouTube.
Regarding the projections, the communicator stated “I have not seen TikTok slow down on the growth curve“I recently saw a study where they asked millennials and Zs of the world if they preferred TikTok or TV and the latter lost in both segments.”
“When people are moving away from watching TV to consuming content on TikTok, it means that the competition is still Instagram. But the competition is streaming, because you can stay glued for hours“, he added.
“The great success of TikTok is that it is the most democratic social network, You can have thousands or millions of views without having a single follower; on the other hand, in the others you have to amass a lot of followers before uploading something," he added.
In this sense, the content revolution that this social network of Chinese origin has generated is such that Mark Zuckerberg announced that for Facebook and Instagram is going to start Prioritize content based on what people like and not by the number of followers.
“Everyone wants to get to the model where content is what matters, over people following you.“, concluded Manu Chatliani.
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