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If you haven’t heard of it yet, it probably won’t take long, and even more so if you have a teenager nearby, you just have to ask. We have no doubt that she could give you a whole tutorial on her.

We’re talking about Tik Tok, the social network that is currently making a splash among young people and which in 2018 exceeded 35 million downloads on the iPhone, worldwide, beating Instagram, Facebook and Whastapp.

In Spain, although the number of downloads is more modest, Android Tik Tok was also the fastest growing platform last year, with a total of 5.7 million, 97% more than in 2017.

Video and music together are the secret of its success and its biggest fans, the youngest, from the age of 13, which is the minimum age required by the social network to register, are approximately 17 years old.

How does it work?

Owned by ByteDance, one of the most valued Chinese startups in the world, Tik Tok is the result of the merger of Musical.ly, which reached 200 million users by the end of 2017, and Douyin, the original Chinese version of Tik Tok and whose name literally means “shake the music”.

Something that Tik Tok maintains and is that basically this social network is a platform on which to create, edit and share musical “video selfies” of less than 20 seconds.

In a simple way, with filters, special effects, are simple videos that already drive crazy thousands of young people in the world that, daily, from the mobile phone, become in a few seconds tiktokers or musers, as is known to the most famous users and with more followers on the network.

The fact is that, under the shelter of Tik Tok, a new wave of influencers has already been born, who manage to add to the faithful with their playbacks, choreographies, jokes or jokes with humour.

They are the new stars. In Spain there are already many teenagers who follow musers like @twinmelody, two Basque twins who collect more than 2.4 million followers of their choreographies; Laura López, @lauralp21, famous for her Latin music playbacks, or the young Alicante-based @pablobrotonss, with 1.3 million followers.

And that’s where the key to a company lies. Having one of these musers to advertise your product or service.

A showcase for brands?

It is true that, so far, not many brands are using Tik Tok to promote themselves, there are already some that have taken up the challenge. Specifically, the fashion firm Guess launched a campaign last September under the hashtag sponsored by #InMyDenim, in which several musers like @ourfire (2.3 million followers) or @madison_willow (983,000) published videos on the social network wearing the firm’s garments.

This challenge was launched to the rest of the users so that they could publish their own videos and it was the first viral action of an American firm in the U.S. The result? According to Medium Corporation, Guess’s campaign achieved 34 million visits.

Without a doubt, it is a sweet-toothed showcase for what is known as Generation Z, which some brands are already starting to investigate and which they are sure to add more to in the coming months as they try to get their own piece of the pie.

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