Discussion #1: The Integration of TikTok's Format on Other Popular Platforms

 Hi everyone! 


My name is Taylor Randerson and I am a fourth-year communications major with a psychology minor. For this week’s discussion, I want to touch on how many of our current social media platforms are changing their interfaces to adopt similar technical affordances to TikTok. In particular, TikTok in recent years has primarily gained mass popularity for its display of short-form video content. I would argue that its functionality (an ongoing feed of videos where the user must swipe up to view the next piece of media) is not necessarily a revolutionary or unheard-of idea prior to the application's launch in 2016. As such, I’m sure most of you have participated in or at least heard of similar applications such as Vine which had significant popularity in 2013-2016. However, I feel that TikTok is unique in that it has had a significant impact on the layout of other forms of social media platforms. More specifically, I have recently noticed a pattern of well-established social media sites such as Instagram and YouTube creating their own versions of “TikTok-like feeds'' and integrating them into their previous interface. 

For instance, Instagram has introduced Instagram Reels where users are encouraged to make video content that will be displayed in a separate feed from their traditional home page. The YouTube platform has adopted a similar project with its introduction of YouTube Shorts where short-form media content is once again being shared among a separate feed on YouTube’s site. I find this phenomenon to be particularly interesting as I have yet to see social media platforms so blatantly copy the exact format of an opposing successful platform. In my opinion, I think that this audacious willingness for platforms to utilize TikTok’s structure may be reflective of our culture shifting towards the preference of consuming short-form video content in online spaces. In other words, due to TikTok being a successful medium in our culture, its current influence on the structure of other primary social media applications may be their attempts to cater their content to new-age cultural values and expectations for consuming short-form content. 

Overall, I’d love to hear anyone else’s thoughts! 

Comments

  1. Sarah HumphreysSeptember 20, 2022 at 12:13 PM

    I really enjoyed reading your post Taylor. I have also noticed how platforms like Instagram and Youtube are "changing their interfaces to adopt similar technical affordances to TikTok". I remember when Musical.ly merged into TikTok in 2018, and before Musical.ly I also used similar platforms such as Vine (like you mentioned in your post). I believe TikTok is so favourable due to its quick and snappy video format, it is convenient as you can quickly absorb content that provides instant gratification. Instagram adopting Reels, and YouTube adopting Shorts posses the same idea as TikTok videos... users posting short and snappy video content for other users to enjoy. TikTok's success has definitely become an influence to other social platforms. The competition nature of social platforms is definitely a factor that urges competitors to constantly copy one another's successful ideas, but social platforms often to put a twist on the idea (such as TikTok videos) to make the ideas somewhat "their own".

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  2. JamieSeptember 23, 2022 at 2:08 PM

    Hi Taylor, I was gravitated toward this post because I have also been interested about what is essentially the copycatting of TikTok’s format within other social media platforms. The reasons that you have listed above surrounding short form media content are certainly relevant toward the structural changes that have been occurring recently, and I agree that this can be seen as an attempt by other platforms to meet new-age content values. I am however, extremely curious as to how long this ‘trend’ in TikTok’s style will last. I feel that if these platforms continue to become more similar, people will grow bored of what they have to offer. Overall, very insightful post and I enjoyed reading!

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  3. Maggie MerawSeptember 23, 2022 at 2:48 PM

    Hi Taylor, I really enjoyed your post and the ideas you brought up by discussing how TikTok is setting a standard for the way social media platforms adopt their sites and add new features. I think TikTok overall has really changed how we consume media, shifting online content more towards providing instant gratification, as Sarah mentioned above. Although TikTok is an app that I use quick often, I think there can be some negative effects to how much the app has blown up, and how many other platforms are integrating the same formats as TikTok. I think with the quick content TikTok provides, it completely changes the way we now consume media on other websites, which may be a reason so many other platforms have taken a similar approach. I really liked how Sarah mentioned it could be a result of competitive nature between companies, as with the changes in how media is produced and consumed, other companies need to adapt to thrive in the new environment.
    I have noticed a big difference in how I consume content on TikTok versus a platform such as Youtube. I can remember when I was really into Youtube and watching 20+ minute videos posted by my favourite creators. Now looking at how I consume media, I'm constantly skipping through parts of the video that I find unnecessary. My attention span has changed due to the quick content to where I don't enjoy watching the full video to the same extent. Overall really great post and ideas!

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