TikTok has made a deep - GLOBAL - impact with GenZ.
The large, global digital media companies (Apple, Microsoft, Amazon, Google and Facebook) represent older generations, and are anchored in with models that speak to older audiences; Microsoft & Apple with GenX; Google & Facebook with GenY (Millennials) …Amazon hovering somewhere in the middle.
Anti-trust actions right now in the US, also point to the fact that these media giants have crowded out newer start-ups, aimed at younger audiences. The headwinds that Snapchat ran into a few years ago reflect the challenges faced in developing a challenger to America’s biggest tech players.
It took a company (ByteDance) from outside the system to force its way in and make an impact with GenZ.
ByteDance (TikTok) had the capital (to do acquisition ads), the acumen (to move quickly before incumbents could stifle them), and the technology (in the form of new, better algorithms for audience engagement) to grow quickly and win an audience.
If TikTok gets wiped out as a result of Trump’s executive order, GenZ in the US will be left without its defining digital platform.
