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The need-to-know takeaways from VidCon 2019

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VidCon, the annual summit in Anaheim, CA for social media stars and their fans to meet each other drew over 75,000 attendees over last week and this past weekend. A small subset of those where entertainment and tech executives convening to share best practices and strike deals.

Of the wide range of topics discussed in the industry-only sessions and casual conversation, five trends stuck out to me as takeaways for Extra Crunch members: the prominence of TikTok, the strong presence of Chinese tech companies in general, the contemplation of deep fakes, curiosity around virtual influencers, and the widespread interest in developing consumer product startups around top content creators.

Newer platforms take center stage

GettyImages 1161447217

Photo by Jerod Harris/Getty Images

TikTok, the Chinese social video app (owned by Bytedance) that exploded onto the US market this past year, was the biggest conversation topic. Executives and talent managers were curious to see where it will go over the next year more than they were convinced that it is changing the industry in any fundamental way.

TikTok influencers were a major presence on the stages and taking selfies with fans on the conference floor. I overheard tweens saying “there are so many TikTokers here” throughout the conference. Meanwhile, TikTok’s US GM Vanessa Pappas held a session where she argued the app’s focus on building community among people who don’t already know each other (rather than being centered on your existing friendships) is a fundamental differentiator.

Kathleen Grace, CEO of production company New Form, noted that Tik Tok’s emphasis on visuals and music instead of spoken or written word makes it distinctly democratic in convening users across countries on equal footing.

Esports was also a big presence across the conference floor with teens lined up to compete at numerous simultaneous competitions. Twitch’s Mike Aragon and Jana Werner outlined Twitch’s expansion in content verticals adjacent to gaming like anime, sports, news, and “creative content’ as the first chapter in expanding the format of interactive live-streams across all verticals. They also emphasized the diversity of revenue streams Twitch enables creators to leverage: ads, tipping, monthly patronage, Twitch Prime, and Bounty Board (which connects brands and live streamers).

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App revenue tops $39 billion in first half of 2019, up 15% from first half of last year

Posted by | analyst, android apps, app revenues, app stores, app-store, Apple, Apps, China, Google Play, instagram, iOS App Store, iOS apps, Mobile, mobile applications, mobile apps, mobile games, Netflix, online marketplaces, sensor tower, smartphones, streaming services, Tencent, tiktok, Tinder | No Comments

App store spending is continuing to grow, although not as quickly as in years past. According to a new report from Sensor Tower, the iOS App Store and Google Play combined brought in $39.7 billion in worldwide app revenue in the first half of 2019 — that’s up 15.4% over the $34.4 billion seen during the first half of last year. However, at that time, the $34.4 billion was a 27.8% increase from 2017’s numbers, then a combined $26.9 billion across both stores.

Apple’s App Store continues to massively outpace Google Play on consumer spending, the report also found.

In the first half of 2019, global consumers spent $25.5 billion on the iOS App Store, up 13.2% year-over-year from the $22.6 billion spent in the first half of 2018. Last year, the growth in consumer spending was 26.8%, for comparison’s sake.

Still, Apple’s estimated $25.5 billion in the first half of 2019 is 80% higher than Google Play’s estimated gross revenue of $14.2 billion — the latter a 19.6% increase from the first half of 2018.

The major factor in the slowing growth is iOS in China, which contributed to the slowdown in total growth. However, Sensor Tower expects to see China returning to positive growth over the next 12 months, we’re told.

To a smaller extent, the downturn could be attributed to changes with one of the top-earning apps across both app stores: Netflix.

Last year, Netflix dropped in-app subscription sign-ups for Android users. Then, at the end of December 2018, it did so for iOS users, too. That doesn’t immediately drop its revenue to zero, of course — it will continue to generate revenue from existing subscribers. But the number will decline, especially as Netflix expands globally without an in-app purchase option, and as lapsed subscribers return to renew online with Netflix directly.

In the first half of 2019, Netflix was the second highest earning non-game app with consumer spending of $339 million, Sensor Tower estimates, down from $459 million in the first half of 2018. (We should point out the firm bases its estimates on a 70/30 split between Netflix and Apple’s App Store that drops to 85/15 after the first year. To account for the mix of old and new subscribers, Sensor Tower factors in a 25% cut. But Daring Fireball’s John Gruber claims Netflix had a special relationship with Apple where it had an 85/15 cut from year one.)

In any event, Netflix’s contribution to the app stores’ revenue is on the decline.

In the first half of last year, Netflix had been the No. 1 non-game app for revenue. This year, that spot went to Tinder, which pulled in an estimated $497 million across the iOS App Store and Google Play, combined. That’s up 32% over the first half of 2018.

1h 2019 app revenue worldwide

But Tinder’s dominance could be a trend that doesn’t last.

According to recent data from eMarketer, dating app audiences have been growing slower than expected, causing the analyst firm to revise its user estimates downward. It now expects that 25.1 million U.S. adults will use a dating app monthly this year, down from its previous forecast of 25.4 million. It also expects that only 21% of U.S. single adults will use a dating app at all in 2019, and that will only grow to 23% by 2023.

That means Tinder’s time at the top could be overrun by newcomers in later months, especially as new streaming services get off the ground (assuming they offer in-app subscriptions); if TikTok starts taking monetization seriously; or if any other large apps from China find global audiences outside of China’s third-party app stores.

For example, Tencent Video grossed $278 million globally in the first half of 2019, outside of the third-party Chinese Android app stores. That made it the third-largest non-game app by revenue. And Chinese video platform iQIYI and YouTube were the No. 4 and No. 5 top-grossing apps, respectively.

Meanwhile, iOS app installs actually declined in the first half of the year, following the first quarter that saw a decline in downloads, Q1 2019, attributed to the downturn in China.

The App Store in the first half of 2019 accounted for 14.8 billion of the total 56.7 billion app installs.

Google Play installs in the first half of the year grew 16.4% to 41.9 billion, or about 2.8 times greater than the iOS volume.

1h 2019 app downloads worldwide

The most downloaded apps in the first half of 2019 were the same as before: WhatsApp, Messenger and Facebook led the top charts. But TikTok inched ahead of Instagram for the No. 4 spot, and it saw its installs grow around 28% to nearly 344 million worldwide.

In terms of mobile gaming specifically, spending was up 11.3% year-over-year in the first half of 2019, reaching $29.6 billion across the iOS App Store and Google Play. Thanks to the fallout of the game licensing freeze in China, App Store revenue growth for games was at $17.6 billion, or 7.8% year-over-year growth. Google Play game spending grew by 16.8% to $12 billion.

The top-grossing games, in order, were Tencent’s Honor of Kings, Fate/Grand Order, Monster Strike, Candy Crush Saga and PUBG Mobile.

1h 2019 game revenue worldwide

Meanwhile, the most downloaded games were Color Bump 3D, Garena Free Fire and PUBG Mobile.

Image credits: Sensor Tower

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Instagram one-ups TikTok with karaoke lyrics

Posted by | Apps, instagram, Instagram Music, Instagram Stories, Mobile, Social, Startups, TC, tiktok | No Comments

Lip-syncing jumpstarted TikTok’s rise to the center of teen culture, arguably displacing Instagram . Now the Facebook-owned app is striking back with a new feature that lets you displays lyrics on your video Story synced to a soundtrack you’ve added with the Music sticker. Lyrics could help creators and their fans sing along, and the visual flare could make the amateur MTV content more watchable.

Instagram scored a big endorsement from teen scare-pop phenomenon Billie Eilish who’s featured in the demo video for Story lyrics, which are now available in all the countries where Instagram Music has launched including the US, Germany, and France.

To play with the feature, first select the Music lens type (amidst Boomerang and other options) before you shoot or the Music sticker after. Once you pick a song, you’ll see lyrics pop up which can help you cue the segment of the music you want to play. Then you can cycle through a bunch of animation styles like traditional karaoke teleprompter, a typewriter version that preserves mystery by only revealing lyrics as they’re sung, and big flashy billboard font.

“Music can be a big part of expression on Instagram – between adding music to Stories, connecting with artists, sending song recs back-and-forth, there are lots of ways to connect with music on IG” an Instagram spokesperson tells me. “Now, we’re building on our music features and introducing the ability to add lyrics when you add a song to your story.” As with pretty much everything Instagram launches, it was first dug out of Android code and revealed to the world by frequent TechCrunch tipster and reverse engineering master Jane Manchun Wong. She first spotted Lyrics in March and we wrote about the prototype in April.

But TikTok isn’t waiting up. Today it launched its own text feature for adding overlaid captions to videos. Typically, creators had to use Snapcat, Instagram Stories, or desktop editing software to add text. Creators are sure to find plenty of hilarious use cases for text on TikTok, and it could help replace the common trope of writing captions on paper and holding them up during clips.

All of these features are about keeping social video from going stale. The manicured, painstakingly posed Instagram aesthetic is over, as The Atlantic’s Taylor Lorenz deftly identified. Fans are sick of perfection, which breeds envy and feels plastic or inauthentic. Comedy, absurdity, and the rough edges of reality are becoming the new ‘look’ of social media. Tools to overlay lyrics and text give creators more freedom to express complex jokes or just act silly. The popularity of Billie Eilish’s own dirtbag chic fashion and willingness to reveal her own insecurities exemplifies this shift, so it’s smart Instagram is using her as the face of its next wave of visual communication.

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Alibaba pumps $100 million into Vmate to grow its video app in India

Posted by | alibaba, Apps, Asia, bytedance, Disney, funding, Google, india, Media, Mobile, Social, Startups, tiktok, Vmate, YouTube | No Comments

Chinese tech giant Alibaba is doubling down on India’s burgeoning video market, looking to fight back local rival ByteDance, Google and Disney to gain its foothold in the nation. The company said today that it is pumping $100 million into Vmate, a three-year-old social video app owned by subsidiary UC Web.

Vmate was launched as a video streaming and short-video-sharing app in 2016. But in the years since, it has added features such as video downloads and 3-dimensional face emojis to expand its use cases. It has amassed 30 million users globally, and will use the capital to scale its business in India, the company told TechCrunch. Alibaba Group did not respond to TechCrunch’s questions about its ownership of the app.

The move comes as Alibaba revives its attempts to take on the growing social video apps market, something on which it has missed out completely in China. Vmate could potentially help it fill the gap in India. Many of the features Vmate offers are similar to those offered by ByteDance’s TikTok, which currently has more than 120 million active users in India. ByteDance, with a valuation of about $75 billion, has grown its business without taking money from either Alibaba or Tencent, the latter of which has launched its own TikTok-like apps with limited success.

Alibaba remains one of the biggest global investors in India’s e-commerce and food-tech markets. It has heavily invested in Paytm, BigBasket, Zomato and Snapdeal. It was also supposedly planning to launch a video streaming service in India last year — a rumor that was fueled after it acquired a majority stake in TicketNew, a Chennai-based online ticketing service.

UC Web, a subsidiary of Alibaba Group, also counts India as one of its biggest markets. The browser maker has attempted to become a super app in India in recent years by including news and videos. In the last two years, it has been in talks with several bloggers and small publishers to host their articles directly on its platform, many people involved in the project told TechCrunch.

UC Web’s eponymous browser rose to stardom in the days of feature phones, but has since lost the lion’s share to Google Chrome as smartphones become more ubiquitous. Chrome ships as the default browser on most Android smartphones.

The major investment by Alibaba Group also serves as a testament to the growing popularity of video apps in India. Once cautious about each megabyte they spent on the internet, thrifty Indians have become heavy video consumers online as mobile data gets significantly cheaper in the country. Video apps are increasingly climbing up the charts on Google Play Store.

In an event for marketers late last year, YouTube said that India was the only nation where it had more unique users than its parent company Google. The video juggernaut had about 250 million active users in India at the end of 2017. The service, used by more than 2 billion users worldwide, has not revealed its India-specific user base since.

T-Series, the largest record label in India, became the first YouTube channel this week to claim more than 100 million subscribers. What’s even more noteworthy is that T-Series took 10 years to get to its first 10 million subscribers. The additional 90 million subscribers signed up to its channel in the last two years. Also fighting for users’ attention is Hotstar, which is owned by Disney. Earlier this month, it set a new global record for most simultaneous views on a live-streaming event.

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ByteDance, TikTok’s parent company, plans to launch a free music streaming app

Posted by | Apple, Apps, Asia, bytedance, China, india, Media, Mobile, musical.ly, Snap, Spotify, tiktok | No Comments

Does the overcrowded and cut-throat music streaming business have room for an additional player? The world’s most valuable startup certainly thinks so.

Chinese conglomerate ByteDance, valued at more than $75 billion, is working on a music streaming service, two sources familiar with the matter told TechCrunch. The company, which operates popular app TikTok, has held discussions with music labels in recent months to launch the app as soon as the end of this quarter, one of the sources said.

The app will offer both a premium and an ad-supported free tier, one of the sources said. Bloomberg, which first wrote about the premium app, reported that ByteDance is targeting emerging markets with its new music app. A ByteDance spokesperson declined to comment.

For ByteDance, interest in a music app does not come as a surprise. Snippets of pop songs from movies and albums intertwined with videos shot by its humongous user base is part of the service’s charm. The company already works with music labels worldwide to licence usage of their tracks on its platform. In China, where ByteDance claims to have tie-ups with more than 800 labels, it has been aggressively expanding efforts to find music talents and urge them to make their own tracks.

Besides, ByteDance has been expanding its app portfolio in recent months. Earlier this year, the company released Duoshan, a video chat app that appears to be a mix of TikTok and Snap. This week, it launched Feiliao, another chat app that is largely focused on text-driven conversations. At some point, the company may have realized the need for a standalone music consumption app.

When asked about TikTok’s partnership with music labels last month, Todd Schefflin, TikTok’s head of global music business development, told WSJ that music is part of the app’s “creative DNA” but it is “ultimately for short video creation and viewing, not a product for music consumption.”

The private Chinese company is likely eyeing India as a key market for its music app. The company has been in discussion with local music labels T Series and Times Music for rights. Moreover, its apps are estimated to have more than 300 million monthly active users in the nation, though there could be significant overlaps among them.

India may have also inspired ByteDance to consider a free, ad-supported version of its music app. Even as more than 150 million users in India listen to music online, only a tiny portion of this user base is willing to pay for it.

This has made India a unique battleground for local and international music giants, most of which offer an ad-supported, free version of their apps in the market. Even premium offerings from Apple and Spotify cost less than $1.2 a month. India is the only market where Spotify offers a free version of its app that has access to the entire catalog on demand.

The launch of the app could put the spotlight again on ByteDance in India, where its TikTok app recently landed in hot water. An Indian court banned the app for roughly a week after expressing concerns over questionable content on the platform. Ever since the nation lifted the ban on TikTok, the company has become visibly cautious about its movement.

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Instagram’s IGTV copies TikTok’s AI, Snapchat’s design

Posted by | Apps, instagram, Instagram IGTV, instagram video, Mobile, Snapchat, Snapchat Discover, Social, Startups, TC, tiktok | No Comments

Instagram conquered Stories, but it’s losing the battle for the next video formats. TikTok is blowing up with an algorithmically suggested vertical one-at-a-time feed featuring videos of users remixing each other’s clips. Snapchat Discover’s 2 x infinity grid has grown into a canvas for multi-media magazines, themed video collections and premium mobile TV shows.

Instagram’s IGTV…feels like a flop in comparison. Launched a year ago, it’s full of crudely cropped and imported viral trash from around the web. The long-form video hub that lives inside both a homescreen button in Instagram as well as a standalone app has failed to host lengthier must-see original vertical content. Sensor Tower estimates that the IGTV app has just 4.2 million installs worldwide, with just 7,700 new ones per day — implying less than half a percent of Instagram’s billion-plus users have downloaded it. IGTV doesn’t rank on the overall charts and hangs low at No. 191 on the US – Photo & Video app charts, according to App Annie.

Now Instagram has quietly overhauled the design of IGTV’s space inside its main app to crib what’s working from its two top competitors. The new design showed up in last week’s announcements for Instagram Explore’s new Shopping and IGTV discovery experiences. At the time, Instagram’s product lead on Explore Will Ruben told us that with the redesign, “the idea is this is more immersive and helps you to see the breadth of videos in IGTV rather than the horizontal scrolling interface that used to exist,” but the company declined to answer follow-up questions about it.

IGTV has ditched its category-based navigation system’s tabs like “For You”, “Following”, “Popular”, and “Continue Watching” for just one central feed of algorithmically suggested videos — much like TikTok. This affords a more lean-back, ‘just show me something fun’ experience that relies on Instagram’s AI to analyze your behavior and recommend content instead of putting the burden of choice on the viewer.

IGTV has also ditched its awkward horizontal scrolling design that always kept a clip playing in the top half of the screen. Now you’ll scroll vertically through a 2 x infinity grid of recommended clips in what looks just like a Snapchat Discover feed. Once you get past a first video that auto-plays up top, you’ll find a full-screen grid of things to watch. You’ll only see the horizontal scroller in the standalone IGTV app, or if you tap into an IGTV video, and then tap the Browse button for finding a next clip while the last one plays up top.

Instagram seems to be trying to straddle the designs of its two competitors. The problem is that TikTok’s one-at-a-time feed works great for punchy, short videos that get right to the point. If you’re bored after five seconds you swipe to the next. IGTV’s focus on long-form means its videos might start too slowly to grab your attention if they were auto-played full-screen in the feed rather than being chosen by a viewer. But Snapchat makes the most of the two previews per row design IGTV has adopted because professional publishers take the time to make compelling cover thumbnail images promoting their content. IGTV’s focus on independent creators means fewer have labored to make great cover images, so viewers have to rely on a screenshot and caption.

Instagram is prototyping a number of other features to boost engagement across its app, as discovered by reverse-engineering specialist and frequent TechCrunch tipster Jane Manchun Wong. Those include options to blast a direct message to all your Close Friends at once but in individual message threads, see a divider between notifications and likes you have or haven’t seen, or post a Chat sticker to Stories that lets friends join a group message thread about that content. And to better compete with TikTok, it may let you add lyrics stickers to Stories that appear word-by-word in sync with Instagram’s licensed music soundtrack feature, and share Music Stories to Facebook. What we haven’t seen is any cropping tool for IGTV that would help users reformat landscape videos. The vertical-only restriction keeps lots of great content stuck outside IGTV, or letterboxed with black, color-matched backgrounds, or meme-style captions with the video as just a tiny slice in the middle.

When I spoke with Instagram co-founder and ex-CEO Kevin Systrom last year a few months after IGTV’s launch, he told me, “It’s a new format. It’s different. We have to wait for people to adopt it and that takes time . . . Everything that is great starts small.”

But to grow large, IGTV needs to demonstrate how long-form portrait mode video can give us a deeper look at the nuances of the influencers and topics we care about. The company has rightfully prioritized other drives like safety and well-being with features that hide bullies and deter overuse. But my advice from August still stands despite all the ground Instagram has lost in the meantime. “Concentrate on teaching creators how to find what works on the format and incentivizing them with cash and traffic. Develop some must-see IGTV and stoke a viral blockbuster. Prove the gravity of extended, personality-driven vertical video.” Until the content is right, it won’t matter how IGTV surfaces it.

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Vine reboot Byte begins beta testing

Posted by | Apps, Byte, dom hoffman, Mobile, short video, Social, Startups, TC, tiktok, v2, vine | No Comments

Twitter shut down Dom Hoffman’s app Vine, giving away the short-form video goldmine to China’s TikTok. Now a year and half since Hoffman announced he’d reimagine the app as V2 then scrapped that name, his follow-up to Vine called Byte has finally sent out the first 100 invites to its closed beta. Byte will let users record or upload short, looped vertical videos to what’s currently a reverse-chronological feed.

the byte beta we’ve been running with friends and family *feels* exactly like the vine friends and family beta, down to the weird but appealing randomness of the videos. that’ll change as we expand, but it’s a pretty good sign pic.twitter.com/rBbQrNtTJ7

— dom hofmann (@dhof) April 22, 2019

It will be a long uphill climb for Byte given TikTok’s massive popularity. But if it differentiates by focusing less on lip syncing and teen non-sense so it’s less alienating to an older audience, there might be room for a homegrown competitor in short-form video entertainment.

Hoffman tells TechCrunch that he’s emboldened by the off-the-cuff nature of the beta community, which he believes proves the app is compelling even before lots of creative and funny video makers join. He says his top priority is doing right by creators so they’ll be lined up to give Byte a shot when it officially launches even if they could get more views elsewhere.

For now, Hoffman plans to keep running beta tests, adding and subtracting features for a trial by fire to see what works and what’s unnecessary. The current version is just camera recordings with no uploads, and just a feed with Likes and comments but no account following. Upcoming iterations from his seven-person team will test video uploads and profiles.

One reassuring point is that Hoffman is well aware that TikTok’s epic rise has changed the landscape. He admits that Byte can’t win with the exact same playbook Vine did when it faced an open field, and it must bring something unique. Hoffman tells me he’s a big fan of TikTok, and sees it as one evolutionary step past Vine, but not in the same direction as his new app

Does the world need Vine back if TikTok already has over 500 million active users? We’ll soon find out of Hoffman can take a Byte of that market.

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Daily Crunch: TikTok faces children’s privacy fine

Posted by | Daily Crunch, Mobile, musical.ly, Social, tiktok | No Comments

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 9am Pacific, you can subscribe here.

1. FTC ruling sees Musical.ly (TikTok) fined $5.7M for violating children’s privacy law, app updated with age gate

In an app update released yesterday, all users will need to verify their age, and the under 13-year-olds will then be directed to a separate, more restricted in-app experience that protects their personal information and prevents them from publishing videos to TikTok .

And if you’re confused about Musical.ly versus TikTok: The Federal Trade Commission had begun looking into TikTok back when it was known as Musical.ly, and the ruling itself is a settlement with Musical.ly.

2. How Disney built Star Wars, in real life

Over the course of the past five years, Walt Disney Imagineering has been hard at work making the world of Star Wars a reality on Earth. Matthew Panzarino has all the details, with plenty of tantalizing images.

3. Amazon Prime members can choose a weekly delivery date with launch of ‘Amazon Day’

The option lets shoppers pick a day of the week to take delivery of their recent orders. The boxes will then arrive together on the selected Amazon Day, in fewer boxes.

4. Zūm, a ridesharing service for kids, raises $40M

Zūm is a mobile app that enables parents to schedule rides for their kids from fully vetted drivers. It also partners with school districts to support their transportation needs.

5. Dow Jones’ watchlist of 2.4 million high-risk individuals has leaked

The data, since secured, is the financial giant’s Watchlist database, which companies use as part of their risk and compliance efforts.

6. SoftBank’s Vision Fund invests $1.5B in Chinese second-hand car startup Chehaoduo

The Beijing-based company operates two main sites — peer-to-peer online marketplace Guazi for used vehicles, and Maodou, which retails new sedans through direct sales and financial leasing.

7. Netflix may be losing $192M per month from piracy, cord cutting study claims

As many as one in five people today are mooching off of someone else’s account when streaming video from Netflix, Hulu or Amazon Video, according to a new study from CordCutting.com. Of these, Netflix tends to be pirated for the longest period.

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TikTok is launching a series of online safety videos in its app

Posted by | Apps, Media, Mobile, privacy, Safety, Social, TC, tiktok | No Comments

On the heels of news that TikTok has reached 1 billion downloads, the company today is launching a new initiative designed to help inform users about online safety, TikTok’s various privacy settings and other controls they can use within its app, and more. Instead of dumping this information in an in-app FAQ or help documentation, the company will release a series of video tutorials that are meant to be engaging and fun, in order to better resemble the other content on TikTok itself.

The safety series, called “You’re in Control,” will star TikTok users and make use of popular memes, in-app editing tricks and other effects, just like other TikTok videos do. The videos will appear in the app and be available through the new @tiktoktips account. 

The videos will focus on a range of privacy, safety and well-being settings and other safety-related policies. This includes TikTok’s Community Guidelines, how in-app reporting works, plus other settings for protecting your privacy, how to control comments, settings to manage your screen time and more.

They’re not exactly your traditional how-to videos, however.

Instead, the videos showcase what’s often more serious issues — like being overrun with unwanted messages — in a humorous fashion. For example, in the video about configuring your message controls, angry commenters are depicted as shouting passengers on an airplane while the user is depicted by an overwhelmed flight attendant.

“Too many DMs?,” the video asks. The flight attendant snaps his fingers, which causes most of the passengers to disappear. The scene returns to peace and quiet. It’s a simple enough analogy for TikTok’s younger user base to understand.

This is then followed by a screen recording that shows you how to turn off messaging within the TikTok app’s settings.

Other videos have a similar style.

A barking, growling dog is used to demonstrate Restricted Mode, for instance. A noisy crowd overlooking someone’s shoulder is the intro on the video about using comment controls.

Another video encourages the use of screen time controls, asking “can’t put your phone down?” and shows someone so wrapped up in their phone they aren’t watching where they’re walking.

But the video about the Community Guidelines is maybe the most cringe-y, as it feels a bit like your parents reminding you to “play nice.” However, it still manages to set a tone for what TikTok wants to promote — a community for “positive vibes” where everyone feels “safe and comfortable.”

At launch, there are seven of these short-form videos in the safety series, which will launch in the TikTok app in the U.S. and U.K on Wednesday. In time, the company plans to add other tutorials and expand the series across its global markets, it says.

Of course, TikTok needs more than a series of videos to make its app a safe and welcoming community, the way it desires. It also needs a combination of policies, settings, controls, technology, moderation and more, the company says. And it needs to comply with COPPA laws – which it’s basically skirting.

That said, a focus on user education is an important aspect to this larger goal — and it stands in stark contrast to how Facebook intentionally made its privacy settings so complex and difficult to find and use for so many of its earlier years that people gave up trying.

How well TikTok can execute on user privacy and safety as the app grows still remains to be seen. For now, it tends to be talked about as either a wholesome and fun video experience, or an online cesspool filled with hateful content and child predators. It’s an app on the internet, so both versions of this story are likely true.

There is no large user-generated content site — even those run by Facebook, Twitter and YouTube — that has figured out how to properly police the hatefulness and evil contained in humanity. But TikTok, at least, takes care not to showcase that content in its main feed — you have to seek it out directly (or train its algorithm by never clicking on anything wholesome).

But, so far, TikTok has been better reviewed by child safety advocates than you might expect. For instance, Common Sense Media — a nonprofit that provides unbiased and trusted advice about all sorts of media, including apps — said that the app, used with parental supervision, can be “a kid-friendly experience.”

The launch of the video series comes at a time when TikTok’s growth is surging. The app recently surpassed a billion installs across the iOS App Store and Google Play, including Lite versions and regional variations, but excluding Android installs in China, according to data from Sensor Tower.

Roughly 25 percent of those installs are from India, the report said. And around 663 million of TikTok’s total installs occurred in 2018, which made the app the No. 4 most downloaded non-game for the year.

However, installs alone don’t tell the story of how many people actually use the app or how often. And a chunk of these could be the same user installing the app on multiple devices, or even bots used to push the app up the charts. In addition, parents often download the app their tween or teen is using for monitoring purposes, but don’t engage with the app or its content on a regular basis.

Below, is a compilation of all the new videos launching today:

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TikTok spotted testing native video ads

Posted by | ad tech, Ads, advertising, Advertising Tech, Apps, bytedance, Mobile, native ads, Social, TC, tiktok, Video, video ads | No Comments

TikTok is testing a new ad product: a sponsored video ad that directs users to the advertiser’s website. The test was spotted in the U.S. TikTok app, where a video labeled “Sponsored” from the bike retailer Specialized is showing up in the main feed, along with a blue “Lean More” button that directs users to tap to get more information.

Presumably, this button could be customized to send users to the advertiser’s website or any other web address, but for the time being it only opened the Specialized Bikes (@specializedbikes) profile page within the TikTok app.

However, the profile page itself also sported a few new features, including what appeared to be a tweaked version of the verified account badge.

Below the @specializedbikes username was “Specialized Bikes Page” and a blue checkmark (see below). On other social networks, checkmarks like this usually indicate a user whose account has gone through a verification process of some kind.

Typical TikTok user profiles don’t look like this — they generally only include the username. In some cases, we’ve seen them sport other labels like “popular creator” or “Official Account” — but these have been tagged with a yellowish-orange checkmark, not a blue one.

In addition, a pop-up banner overlay appeared at the bottom of the profile page, which directed users to “Go to Website” followed by another blue “Learn More” button.

Oddly, this pop-up banner didn’t show up all the time, and the “Learn More” button didn’t work — it only re-opened the retailer’s profile page.

As for the video itself, it features a Valentine’s Day heart that you can send to a crush, and, of course, some bikes.

The music backing the clip is Breakbot’s “By Your Side,” but is labeled “Promoted Music.” Weirdly, when you tap on the “Promoted Music” you’re not taken to the soundbite on TikTok like usual, but instead get an error message saying “Ad videos currently do not support this feature.”

Rolling through TikTok and got an ad from Specialized Bikes that just takes you to their profile when you tap “Learn more” but then brings up “video ads do not support this feature” when you tap on the promoted music track. pic.twitter.com/hBmedThVON

— Jeff Higgins (The Cool One) (@ItsJeffHiggins) February 14, 2019

The glitches indicate this video ad unit is still very much in the process of being tested, and not a publicly available ad product at this time.

TikTok parent ByteDance only just began to experiment with advertising in the U.S. and U.K. in January.

So far, public tests have only included an app launch pre-roll ad. But according to a leaked pitch deck published by Digiday, there are four TikTok ad products in the works: a brand takeover, an in-feed native video ad, a hashtag challenge and a Snapchat-style 2D lens filter for photos; 3D and AR lens were listed as “coming soon.”

TikTok previously worked with GUESS on a hashtag challenge last year, and has more recently been running app launch pre-roll ads for companies like GrubHub, Disney’s Kingdom Hearts and others. However, a native video ad hadn’t yet been spotted in the wild until now.

According to estimates from Sensor Tower, TikTok has grown to nearly 800 million lifetime installs, not counting Android in China. Factoring that in, it’s fair to say the app has topped 1 billion downloads. As of last July, TikTok claimed to have more than 500 million monthly active users worldwide, excluding the 100 million users it gained from acquiring Musical.ly.

That’s a massive user base, and attractive to advertisers. Plus, native video ads like the one seen in testing would allow brands to participate in the community, instead of interrupting the experience the way video pre-rolls do.

TikTok and Specialized declined to comment.

 

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