The Growth Strategies and Community Building of TikTok: Lessons from Musically

The Growth Strategies and Community Building of TikTok: Lessons from Musically

Introduction:
In the ever-evolving world of social media, TikTok has emerged as a phenomenon, capturing the attention of millions of users worldwide. But what were the strategies behind its growth and how did it manage to build such a vibrant community? In this article, we will explore the early growth strategies of TikTok's predecessor, Musical.ly, and delve into the importance of community building. Additionally, we will discuss the significance of reading books and the role they play in generating ideas. By combining these diverse topics, we aim to provide valuable insights and actionable advice for those seeking to create successful social media platforms.

The Importance of Engaging Teenagers as Early Adopters:
To make a new social media platform successful, it is crucial to engage young users, especially teenagers, as early adopters. These demographics have ample time and are highly creative, making them ideal for driving initial growth. The challenge lies in establishing a habit and frequency of use for the platform. Unlike daily activities, social media usage does not come naturally to everyone. However, teenagers in the United States, for example, are known for their creativity and dedication to social media. By capturing their attention and involvement, TikTok was able to lay a strong foundation for its growth.

Incorporating User Feedback and Involvement:
One key aspect of TikTok's success was its early focus on involving end-users in the design process. By connecting with hundreds of users through platforms like WeChat, Musical.ly created a sense of community and fostered ongoing conversations. This approach allowed them to gain valuable feedback from users before writing a single line of code. Involving users in the design process not only strengthens the product but also creates a sense of ownership and loyalty within the community.

The Importance of Utility and Value Proposition:
Before reaching critical mass, it is essential to focus on utility and value proposition. Musical.ly initially offered the utility of adding background music to videos, which attracted users who were passionate about music and dance. By providing a unique feature, they were able to acquire a significant user base. Once the user base was established, the focus shifted to community building. This approach highlights the potential advantage of first gathering users through image editing or collection apps and then transforming them into active participants in a social media network.

Creating Habits and Enabling Content Creation:
To make video creation a habit, TikTok strategized to engage users during their daily routines. By observing that people tend to open apps when at home, TikTok aimed to make video creation possible within that environment. This approach, combined with the innovative algorithm that showcases both popular and lesser-known videos, ensures that new content creators have a chance to shine. This process of surfacing new content while giving it exposure has become TikTok's key strength.

Lessons from Reading Books:
While TikTok's growth strategies and community building techniques are fascinating, it is worth exploring other sources of knowledge and inspiration. In his article, "People Don't Actually Read," David Perell emphasizes the importance of reading books as a source of ideas. Many successful writers and thinkers derive 90% of their ideas from books, with the remaining 10% being their original thoughts. Reading books, especially those from the past, allows one to gain a deep understanding of the gradual progression of ideas and the rarity of groundbreaking leaps. Therefore, embracing the act of reading books can provide a significant advantage in generating fresh ideas and original thinking.

Actionable Advice:

1. Engage Teenagers and Early Adopters: Identify and engage with demographics that have both time and creativity to become your platform's early adopters. Their dedication and creativity can drive initial growth and establish a strong user base.

2. Involve Users in the Design Process: Connect with your users, seek their feedback, and involve them in the design process. This creates a sense of community, ownership, and loyalty, ultimately strengthening your product or platform.

3. Focus on Utility and Value Proposition: Prioritize utility and unique value propositions to attract and retain users. Offering a distinctive feature or solving a specific need can help you acquire a significant user base before transitioning to community building.

Conclusion:
TikTok's success story is a result of various factors, including engaging teenagers as early adopters, involving users in the design process, and focusing on utility and value proposition. By understanding these strategies and the importance of community building, aspiring social media platforms can learn valuable lessons. Furthermore, the act of reading books provides a treasure trove of ideas and inspiration, enabling the creation of innovative and original content. By incorporating these insights and taking actionable steps, individuals and businesses can pave their way towards success in the ever-evolving landscape of social media.