A few short months after joining TikTok, Brittany Xavier is already amassing thousands of new followers a day.
The influencer, who counts 1.2 million Instagram followers, began posting on Bytedance’s viral app in early November. She had observed her 13-year-old daughter spending hours of screen time on TikTok, and virtually none at all on Instagram, prompting Xavier to make an account. She was addicted in no time.
TikTok, formerly Musical.ly, is known for its dance videos and music content — neither of which are Xavier’s strong suit. Instead, she analyzes the app’s trending songs and hashtags, finding a fashion spin with which to make videos that are between eight and 12 seconds long. She initially began posting once a week, but quickly learned that the more you post, the faster you grow.
“What’s interesting about TikTok, and I only know this from doing a ton of research on it, is 40 percent of TikTok users don’t have Instagram because they’re young and don’t use it,” said Xavier. “There’s more of a [likelihood] to have Snapchat and TikTok than to have Instagram.” “Some of my original videos that did really well, they’ll get reshared, so the videos never fully die,” she said. “It’s not like that on other platforms, but it’s exciting because you know the content can always be shared later on. TikTok has an easy way for you to share videos [off-platform], which is really helpful, too.”
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