The Intersection of Collecting and Social Media: How TikTok Leveraged Human Nature to Build a Thriving Community

The Intersection of Collecting and Social Media: How TikTok Leveraged Human Nature to Build a Thriving Community

Introduction:

In today's digital age, social media platforms have become a powerful tool for connecting people, sharing content, and building communities. One such platform that has taken the world by storm is TikTok, which was preceded by the app Musically. In this article, we will explore the growth strategies employed by Musically and delve into the importance of community building in the success of social media platforms. We will also touch upon the concept of collecting, its historical significance, and how it relates to the modern-day phenomenon of social media.

Understanding Human Nature: From Education to Entertainment

When it comes to creating successful startups, it is crucial to align with human nature. Unlike education, which often goes against our instincts, entertainment resonates with our innate desires. This is precisely why platforms like YouTube, which started as an educational platform, did not experience the same level of growth as TikTok. By tapping into the creative and time-rich nature of teenagers, TikTok was able to capture the attention of young users and turn them into early adopters.

The Power of Community: Involving Users from the Start

To create a successful social media platform, it is essential to be close to your users. This concept, known as Participatory Design, involves actively involving end-users in the design process. Musically achieved this by connecting with hundreds of users through WeChat and engaging in daily conversations. By seeking user feedback before writing a single line of code, Musically ensured that its design catered to the needs and preferences of its target audience.

Focusing on Utility and Building a Community

Before reaching the critical mass of users and content, it is crucial to prioritize utility. Musically's utility lay in its ability to add background music to videos, which resonated with its early adopters. Once a sufficient user base was established, the platform began focusing on community building. This approach, often referred to as "Come for the tool, stay for the network," allowed Musically to evolve into a thriving community-driven platform.

The Importance of Core Functionality and Value Proposition

In the pursuit of success, it is essential to understand that adding more features to an underperforming product does not guarantee its success. Instead, a successful product should have a single core functionality that serves as its killer feature. To change the growth curve, it is necessary to alter the value proposition. By staying true to its core functionality and continuously adapting to the majority's needs, TikTok was able to attract both content creators and users, ultimately leading to its exponential growth.