Short-form video app TikTok not only lets users create and share videos but has also launched professional careers, writes Balqis Lim
FIFTEEN seconds is all it takes for Wahida Amalin Atan, or better known as Ai Wahida, to grab the attention of many people, including record label executives.
The 20-year-old recently scored a record deal with Rusa Music after amassing a stockpile of TikTok video clips, and is now coming up with a new single.
TikTok is a media app for creating and sharing short videos.
After joining and winning the TikTok 1 Million Audition in the music category last September, Wahida was immediately offered a record deal by the company.
The 1 Million Audition programme was initiated by TikTok to discover and incubate new talent by providing a platform for them to gain followers and rewards.
The first global online short video creator contest, 1 Million Audition has been successfully held in the Us, Brazil, Portugal, India, Thailand, Indonesia, Japan, South Korea and other markets.
The young lady did not start singing overnight, as she has been covering songs and playing the guitar on YouTube since 2011.
“I only did YouTube covers to showcase my singing, hoping that a label company would notice me. It’s my dream to be a singer,” says Wahida.
“Years went by and nothing happened until I discovered the TikTok app last year,” she says.
When the 1 Million Audition was held, Wahida took part in the music category and won, receiving RM5,000 as well as a trip to the TikTok Gala in Seoul, South Korea in November last year to meet and celebrate with other members of the app’s global community.
Wahida’s TikTok fanbase has since grown significantly to more than 108,800 followers and 658,000 likes to-date.
“TikTok has not only helped me realise my childhood dream of becoming a singer but has also given me the chance to grow my fanbase on my social media platforms,” she says.
“I’m glad that I am now able to share my love for music with more people,” she adds.
TRENDING MUSIC APP
TikTok allows users to quickly and easily create unique 15-second short videos with one-of-a-kind effects to share with friends and the world.
Whether it’s dance, comedy, freestyle or performance, “TikTokers” are encouraged to let their imagination run wild and set their expressions free.
TikTok also offers stunning special effects powered by artificial intelligence.
Users can apply cool features such as real-time beautification filters, hair colouring filters and cute 3D stickers to create a memorable clip or a funny video.
Used in over 150 countries, TikTok is one of the world’s fastest growing global short-form video apps. In September last year, it became the most downloaded app in the US, surpassing other popular social media apps.
In Malaysia, TikTok continues to be a trending platform for users, brands, TV programmes and celebrities to reach out to a wider audience.
The app is also popular with tweens, despite terms of service that state that users must be at least 13 years old to sign up.
TIKTOK CHALLENGES
Most of us would surely have come across videos of the #InMyFeelingsChallenge, the dance craze based on Drake’s song.
On TikTok, users can pursue different challenges that are trending on the app, where fans imitate certain moves, actions or song.
For example, the #unmakeupchallenge is about taking off makeup and the #dontjudgemechallenge is about dressing up ugly and then transforming into a beautiful person.
For Indonesian TikToker Muhammad Abdul Wahab Sungkar, or better known as Abun Sungkar on his social media platforms, these challenges make him very popular.
Abun, who is also a teen actor, says one of the challenges helped him gain a lot of fans on the platform.
“I started using TikTok for fun. When the #countonme challenge came up, I joined in the fun.
“My video went viral and many people started to follow me. I would usually do up to 10 videos a day but now that I have to divide my time between studies and acting, I will upload about five videos daily,” he says, adding that TikTok has helped boost his confidence in front of the camera.
CONNECTING PEOPLE
Siblings Gaston Pong and Jeii Pong, who have joined the bandwagon since TikTok was released two years ago, say the 15-second time garners higher engagement compared to longer videos.
“With shorter videos, it’s easier to attract the attention of people. Even the views are higher and it gets viral faster with more people sharing it.
“Both of us create a lot of videos. We go places and change clothes a lot. TikTok has also become my go-to app to record memories, as well as building my portfolio,” says Gaston.
He says TikTok has an extraordinary algorithm for recommending categories and short videos. It basically allows all videos from all users to be watched by others, providing an equal chance to normal users.
“I like to sing K-Pop songs and I always get comments and likes from Koreans. Somehow TikTok’s algorithm will feature my video in the Korean region. It is a platform for interaction between people with the same interest,” he says.
Jeii adds that TikTok has also opened doors for them, where brands would reach out to them for collaboration.
“TikTok gives me a platform to express myself when it comes to making music and dance videos. When we started on TikTok, it was still a relatively new platform but after a few posts, I knew TikTok will open up avenues for artists and hobbyists to gain more followers,” says Jeii, adding that the duo’s first single will be launched this month.
Another TikToker from Indonesia, Tiara Adhelya Putri, says she has managed to garner some income from the platform.
With 359,400 fans on TikTok and 2.1 million likes, Tiara has done various brand endorsements including for telecommunications companies and online marketing.
“TikTok is very big in Indonesia, and every company wants to be a part of it. The product placement is usually done on my TikTok account where I do short clips promoting the brand.”
YOUNG DEMOGRAPHIC
The strength of TikTok is in its ability to make things go viral, thanks to its very young demographic users.
The various video creation tools in TikTok also make the videos more eye-catching than standard Instagram content.
It has all the filters and the augmented reality (AR) effects that are the norm now.
What sets it apart is that creators can make quick cuts, edit, slow down speed and much more on the app itself.
Offering lots of popular music with copyright and also hundreds of original music by independent producers and reproducers also make this app a viable option.