> Fifty-five percent of TikTok users create their own videos on the platform.

I wonder how many of those ever reach outside the immediate contact and temporal circles of their creation. I'd cast cynical words about how "that can't last, the number will drop as the platform ages"; but it hasn't yet and that's just one of the many things i fail to grok here.

TikTok differs from other social media platforms in that they'll always expose your video to others rather than just your follower graph. If the initial set of exposed users have high engagement (i.e. they watch the entire thing), then TikTok will broaden the video's reach. This means anyone can make a successful video without spending huge amounts of time building a following. This is part of TikTok's secret sauce.

It's true. I made an account last year and made a video just to try it out—a video of me playing guitar as my toddler climbing all over me making it very difficult to play. It was pretty cute, I posted it.

105,000+ views and 111 comments later, I had over 400 new followers. I made a few more videos, none of which hit quite as big, but it certainly psychologically incentivized me to want to invest more time and effort into being a 'creator'.

I didn't obviously, but a whole lot of people sure seem to.

"The biggest mistake we make in marketing is believing choice is a benefit. No, it’s a tax. Consumers don’t want more choices, they want more confidence in the choices presented. TikTok has taken this to a new level by eliminating the burden of choice entirely. Its content is a continuous stream of videos where the decisions are made for you. Your only choice: what not to watch."

This was a really well-written and insightful article.

they're going be spending significantly more than 200mn with the new revenue share program...

The fond is fixed, it doesn’t depend on the number of creators. The more popular TikTok the less share creators get. https://youtu.be/jAZapFzpP64