TikTok vs. Triller

 

    Unless you have been living under a rock, you have probably heard of the viral social media platform TikTok. Originally called Musical.ly, TikTok has made its presence widely known. Created by the Chinese company ByteDance, TikTok is an app that allows its users to make and share short videos. Unlike most videos that are in a horizontal layout, TikTok's format is vertical. Think of Snapchat or Instagram stories, but the way you navigate TikTok is by scrolling up and down, like Instagram, instead of swiping side to side. 
    
    TikTok reached the height of its popularity during quarantine last year. The app is centered around a "for you page" where TikTok uses its algorithm to find videos that would be of interest to you. For example, one day, my For You page can be full of videos about hockey, and the following day I will wake up, and all my videos are about The Vampire Diaries. When it comes down to how TikTok knows what we like, our privacy comes into question. Last summer, TikTok came under fire when several headlines starting appearing that China was using TikTok to stalk us basically. According to NBC News, "China has a well-chronicled appetite for Americans’ data. Meanwhile, the popular, China-based video app TikTok collects significant information on its users”. It got so bad that the United States considered banning all Chinese social apps. 

    With TikTok under scrutiny, Triller, an app created over in India, swept in. In 2015, Triller was released as an “AI-powered” video-editing app. “Users can film multiple takes of themselves and using artificial intelligence, the app will automatically compile together the best clips to create a music video" (Medium). Unlike TikTok, Triller has multi-platinum selling artists working with them. Artists including Justin Bieber, Snoop Dog, and Marshmello. Below is a comparison chart of both platforms that I obtained from Medium. 

    Many of TikTok’s famous users are even going as far as switching platforms. Josh Richards, Noah Beck, and Griffin Johnson are some of TikTok's top creators who have become significant investors in Triller. By working closely with the music industry, Triller has maintained rapid growth with about 500% growth from month-month. Triller has recently had even gone as far as to expand out of the short-form video environment, with the company recently creating Triller Fight Club. Recently Jake Paul fought Ben Askren. Paul won the fight with a first-round KO. Not only did the fight between Paul and Askren capture the attention of the UFC, WWE, and MMA, Triller Fight Club generated revenue that totaled up to about $80 million. According to Vice, “Jake Paul made at least $690,000 from the purse for Saturday’s fight, and Askren, his opponent, made at least $500,000.”

    As I mentioned before, Triller has even gone as far as to recruit many of the top artists from TikTok. Triller convinced the popular social media group Sway LA to join the app by offering them a stake in the company. They even named Josh Richards, who was 18 at the time, Triller's chief strategy officer. 

    Unlike TikTok, Triller offers its creators many incentives. Along with ownership stakes, Triller rewards influencers who join its ranks with perks. Examples of this would be Triller Air, a newly built mansion situated in Bel Air occupied by some of the members of Sway. Triller also went as far as leasing 16-year-old Charli Damelio a brand new Rolls Royce. Triller supplies its creators with everything. 

    From a moral standpoint, it seems that Triller has the most potential while TikTok, as shady as it is, continues to grow. In addition to the moral side of things, Triller’s business model is one to keep an eye on. TikTok, while it does have more users and engagement, does not have the influence that Triller has. 

References:

https://www.nbcnews.com/tech/security/tiktok-privacy-threat-sure-so-are-most-your-smartphone-apps-n1233625

https://medium.com/the-dopamine-effect/triller-vs-tiktok-differences-similarities-and-why-you-need-to-know-about-both-526b91f55deb

https://www.vice.com/en/article/5dbzj5/what-is-triller-fight-club-snoop-doggs-weird-celebrity-boxing-league


Sources:

https://medium.com/the-dopamine-effect/triller-vs-tiktok-differences-similarities-and-why-you-need-to-know-about-both-526b91f55deb

https://www.lamag.com/culturefiles/triller-ryan-kavanaugh/

https://www.nytimes.com/2019/03/10/style/what-is-tik-tok.html



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