TECHNOLOGY

The next big step for TikTok? to become facebook


ByteDance’s way of doing it could be by following in Facebook’s footsteps. After establishing a major base with its core app in the early 2000s, the tech giant, now called Meta, has expanded its ecosystem by acquiring WhatsApp and Instagram, as well as by becoming a single source of login for other services. It has permeated all aspects of users’ lives on the Internet. “ByteDance offshore design is not only about the short video industry, but also includes some pop-up news and music platforms,” says Ashley Dudarenok, China marketing expert and founder of digital marketing agencies Alarice and ChoZan. “ByteDance has great ambitions for overseas markets, and its competition with Facebook is becoming more and more evident.”

ByteDance has already managed to grow in this way in China to a certain extent, says Arnold Ma, CEO of Qumin, a digital marketing agency focused on China. “There is basically a fully integrated content journey for users, whether they are just looking for content discovery or looking for information in an encyclopedic way,” he says. “Splitting them a little more is creating a business model that is more diversified and segmented.”

“It has always been their ambition to be global,” says Rui Ma, founder of Tech Buzz China, a community of Chinese technology investors and operators. ‘Many businessmen in China [Zhang] The Yiming generation made it their mission to build a global company.” Globally, Chinese entrepreneurs typically mean that more than 50 percent of their revenue comes from outside China. Currently, Chinese ByteDance apps – the main ones among which are Douyin and Toutiao, are a news aggregator app Majority of its revenue.But that may change as ByteDance is more clearly trying to tap TikTok’s 1 billion user base by offering e-commerce and increasing ad revenue from the app.

If you look carefully, you can already see the seeds of a plan to build on TikTok’s success outside of China and develop broader business around ByteDance and its core product. Despite appearances, this is not actually TikTok or Douyin, but the algorithmic engine that powers all of its apps. “Given the nature of the company—that it is an AI company at its core—it can do a lot more,” Ouwehand says.

When ByteDance first launched TikTok outside of China, it sought to try to build the app’s base in Southeast Asian countries such as Indonesia, Japan and Thailand. The company then moved to developing countries including India, where TikTok gained more than 200 million monthly active users before being banned in June 2020 by the Indian government as part of a geopolitical dispute, and Indonesia, where TikTok had 44 million users by mid- 2020, according to internal data. Brazil is also a major market for a video sharing app, with some Third Party Estimates Which makes it the second largest global marketplace for TikTok. It’s no coincidence that the three tests of Resso, ByteDance’s Spotify-like music streaming service that launched in 2020, are Indonesia, India, and Brazil. Riso has now More than 40 million users Divided among the three countries, looking forward to further expansion.



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