TikTok has been downloaded more than 100 million times in the U.S. and claims 500 million monthly active users.  The social video app has surpassed Facebook when it comes to downloads. Facebook responded by launching Lasso, a similar product to try to compete.

If you haven’t seen these videos, they are a departure from what you’ve seen before. Sometimes they are just lip syncing videos or people dancing.  Other times, they are like Instagram filters on steroids… in video. TikTok makes sort-form videos with a dizzying array of filters and effects.    The content is designed to be “snackable:” 15-second video pops.  TikTok started out as a lip-syncing program and it’s easy to add hit music.  Editing is quick and intuitive.  Filters, animations, and special effects can make these clips look like highly editing, professional quality videos.

The Tonight Show with Jimmy Fallon has highlighted TikTok Challenges.  And it’s spawned its own “TikTok Stars” like Lisa and Lena with 31.9 million fans.

Short-Form, Easy To Digest Content

They often feature techniques that violate traditional editing rules and styles.  You will see jerky video, jump cuts, bad effects, and a striking lack of continuity.  But they are strangely compelling.  The appeal to younger users is why the video has a significantly high engagement and stickiness factor.

You can write it off as just another fad, but it’s clicking with a generation of online consumers.