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Abstract—Since 2107, the short video industry has been on the rise. The “Tik Tok” app is a music creative short video social software that went live in September 2016. In 2017, it became a dark horse from many short video apps. This paper analyzes the reasons for the popularity of the “Tik Tok” APP from the three aspects of marketing promotion strategy, user demand and algorithm technology, and analyzes the problems existing in the content operation and liquidation ability and proposes countermeasures to make the “Tik Tok” go further.1 Index Terms—short video, “Tik Tok”, cause of popularity I. INTRODUCTION With the rapid development of smart terminals and mobile internet, and the “fine-tuning” that people have turned off the data network without using WeChat to the current “walking WIFI”, the netizens began to prefer a variety of expressions. Forms of social software to interact with others and share their lives. Short video, because of its rich content, personalized expression and interactive form, can meet the social needs of users, and promote short video socialization is more and more popular among netizens. According to the 2017 China Short Video Industry Research Report released by Ai Media Consulting, the size of China's short video market reached 5.73 billion in 2017. It is expected that the short video market will exceed 30 billion in 2020. It can be seen that in the era of mobile Internet where everyone has a smart phone, the trend of consumers' demand for mobile messages and recommended content is constantly increasing. Short video may be a very promising field to study short video to short video industry. Development is still of great significance to the theoretical research of the media academic community. The reason why this paper chooses “Tik Tok” is the research object, because it is the product under the headline today, with a large number of users, and the evaluation of Tik Tok at this stage is very high. Manuscript received October 22, 2018; accepted May 22, 2019. ©2019 Journal of Advanced Management Science doi: 10.18178/joams.7.2.59-63 The reason for analyzing its popularity is more representative and reference. significance. After reviewing and analyzing the relevant literature and materials of short videos, it can be seen that most scholars in the academic field mainly analyze the operation and business models of the short video industry from the perspective of communication and self-media. In addition, the Tik Tok as the explosion of 2017 APP, at present, there is almost no comprehensive research on the development status of the “Tik Tok ”and the causes of the red burst and the problems that currently occur. This paper chooses to study the “Tik Tok” APP. On the one hand, it can provide a new model reference for helping the operation and development of the short video industry. On the other hand, it can also supplement the relevant theory of “Tik Tok” to provide some reference for the media academic community and the short video industry. II. SHORT VIDEO AND "“TIK TOK”" APP OVERVIEW Short video is a kind of Internet content transmission, which is generally spread within 5 minutes of new Internet media. With the popularity of mobile terminals and the speed of the network, the short-term and high- traffic content is gradually spreading and the “Tik Tok” app gets the favor of all platforms, fans and capital. [1] “Tik Tok” APP is a music creative short video social software, launched in September 2016, formerly known as A.me. After the name change, the “Tik Tok” was fully promoted in the second quarter of 2017, making the “Tik Tok” sound short in 2018. The video ranks seventh. The slogan of the “Tik Tok” was changed to "record a good life" from the beginning of the online "letting worship from here" to March 19, 2018. [2] Most users of “Tik Tok” are women, and most of their users are young people. The short video in the “Tik Tok” APP is 15 seconds long, and the user can select the short video of the background music, motion editing and special effects processing. In addition, “Tik Tok” has also created a distinctive music community, with music as the center for content category division, and also launched the "Dance Dance Machine" with the "Human Key Detection Technology". Journal of Advanced Management Science Vol. 7, No. 2, June 2019 Research on the Causes of the “Tik Tok” App Becoming Popular and the Existing Problems Li Xu Jiangxi Normal University, Nanchang, China Email: lxu6903@163.com Xiaohui Yan and Zhengwu Zhang Jiangxi Normal University, Nanchang, China and Macau University of Science and Technology, Macau,China Email: {1291240555@qq.com, 1315792786@qq.com} 59PDF Image | Research on the Causes of the TikTok App Becoming Popular and the Existing Problems
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