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TikTok's videos are goofy. Its strategy to dominate social media is serious

China's first big hit in the US uses an advanced algorithm to personalise its video-sharing app, and parent Bytedance's enormous ad spending on Snap, Facebook and Instagram aims to hook their users

tiktok, tiktok app
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Georgia Wells & Yang Jie | WSJ San Francisco & Yoko Kubota,
Sometime in 2018, executives at Snap Inc. realized their biggest advertiser was also a rising competitor. It was an addictive app featuring cat videos, pranks and people doing robot dances. The Chinese video-sharing app TikTok was splurging by spending nearly $1 billion on advertising for the year, according to a person familiar with the spending, helping turn it into the first ever Chinese consumer-tech company to break out big in the U.S.

TikTok has also flooded Facebook Inc. and Instagram with ads, rattling the social-media giants by targeting their audiences on their own turf.

Its Beijing-based parent, Bytedance Inc., is now among
Topics : TikTok

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First Published: Jun 30 2019 | 12:06 AM IST

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