In the past few years, video-based content has become increasingly more popular among Gen-Z-ers with apps like Triller and TikTok growing in market share at an unprecedented rate. While IG stories could be considered the very beginning of large-scale short video use, the impact of this style of content was truly brought to light when TikTok went viral. Now, with the threat of how long TikTok will remain in the United States, and it’s ban from countries like Australia and India, users are taking a look at the advantages of the platform and its competitors on the rise.
TikTok is our number one pick this week. Despite the danger of it being banned in the US, the app currently stands with over 2 billion all-time downloads. It sets the stage and is the top player in the industry, broadcasting numerous challenges that have gone viral worldwide over the past year. The app includes all of the hit features one might need such as the For You Page, the ability to stitch videos together and allowing users to have direct access to audio from the videos that they are viewing. Influencers have had a large presence on TikTok, and it has even become the claim to fame for many. However, while its popularity has never been an issue, its copyright rules have turned many away. TikTok “owns” all snippets of songs used in its videos so one can use that specific sound byte on YouTube because of copyright infringement. This has angered many musicians who have grown on the platform and don’t see any recognition for their efforts.
Triller is currently TikTok’s biggest rival having reached the top of the charts as the #1 app worldwide this past week. Triller company executives have stated that the app brings in around 64 million users each month, and it’s quickly gaining attention from many influencers. Josh Richards, who originally became famous on TikTok, has been recently hired as the Chief Strategy Officer at Triller bringing many of TalentX’s influencers onto the new platform. The app embodies a music-video type style with access to songs from Apple Music and the ability to stitch videos together. The fact that Triller uses Apple music is also more appealing for artists who can count song use on the platform as streams.
3. Instagram Reels
Instagram Reels is expected to be a big competitor for platforms in video-based content. It’s built into arguably one of the most popular social media platforms and allows users to access without having to create other accounts. Instagram Reels was just launched on August 5 and allows users to produce 15-second clips with music in the background. Users can easily share their videos on Instagram Stories and the Instagram Reels explore page, which is similar to TikTok’s For You Page. The explore page does adapt similarities to the For You Page, along with its “use audio” feature. Many brands have already transitioned to IG Reels because of the low barrier to entry. If a brand already has an IG account, they can automatically have an IG Reels and begin posting immediately. Not only this, but users who already follow the brand will be automatically following the brand’s IG Reels.
Dubsmash’s numbers rose to over 500,000 downloads during the last week of June, all while TikTok’s correspondingly fell by 19%, according to Sensor Tower. The New York-based app includes similar features to its competitors such as the ability to upload and edit videos with stickers and filters. Users can also directly share the videos they create for other platforms. Dubsmash is not yet at the same scale as the first three competitors but with a more boutique vibe, they are trying to attract niches.
Byte is US based and best known for its short-form video content. The 6-second-long videos differentiate the app from its competitors not only due to the length of content but also the absence of filters or effects. Although the explore page feature persists, Byte places a heavy emphasis on their creators, which is unsurprising considering that it was produced by the co-founder of Vine, where influencers like Jake and Logan Paul first became famous. A few months ago, Byte announced that they would pay their top 100 creators for producing videos on the platform.