Professor: TikTok meets content demand

Dr. Brian L. Ott says TikTok’s success comes from delivering short-form videos that perfectly match user demand and habits. #TikTok

Transcript

00:00So, Professor, one question that I want to end with.

00:03I'm not on TikTok, I'm trying to learn about it,

00:07but my much younger nephew is.

00:09What makes TikTok so popular

00:12compared to other social media platforms that we use?

00:17Primarily because it traffics in short form video.

00:20So we very much live in a digital world

00:23of a visual culture.

00:24And so people are constantly looking for ways

00:27to communicate using short form video,

00:30and they can very easily on their own mobile devices

00:33create content that is brief, easy to put together,

00:37and easy to post because it doesn't take up

00:40much memory space on TikTok.

00:42And that's why the app is so popular.