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D.2 How is TikTok different from other social media platforms? TikTok is different to many other social media platforms out there. Its approach to content and its distribution is fresh and new, and it resonates well with today’s social media users. 1 TikTok is more focused on the content itself and less on the aesthetics (in contrast to Instagram). On TikTok, what counts is not how your feed looks, but whether your content is good or not, which many consider as more authentic. 63% agrees with the statement “Content on TikTok feels more “real”, it’s more relatable and less “polished” than other social media.” 2 Shorter format of TikToks videos works well in today’s world where the average attention span is estimated to be only somewhere around 8 to 12 seconds. Plus it makes it easier to fall into the “Just one more video” mind- set. The short format also forces creators to be more creative and put only their best work out there. There is no need for “fillers” in contrast to YouTube where creators often feel the pressure to publish longer videos since their income depends on it. indaHash internal TikTok 2020 survey https://www-nytimes-com.cdn.ampproject.org/c/s/www.ny- times.com/2020/06/03/technology/tiktok-is-the-future.amp.html 63% of our survey respondents agree with the statement “Content on TikTok feels more “real”, it’s more relatable TikTok Report 9PDF Image | TikTok Report
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