TikTok's playbook for growth

The astonishing growth story of how a company that started solely in China, became the go-to platform for Gen Z, and establishing themselves today as a global household brand. The following slides seeks to shed light into these 4 aspects:

1. Company background - timeline, ecosystem and topline figures

2. Onboarding - getting to the aha moment before signing up

3. Virality - leveraging on existing social networks to grow

4. Content creators - making it feasible for creators

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1. Company background

• Evolution of Dou Yin, Musical.ly, and TikTok:

• Launched localized versions for Chinese & International users:

• One of few apps with such high penetration amongst younger demographics:

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2. Onboarding

• Testing viral videos that best optimizes for signups:

• Enabling great user experience even for non-users:

• Investing in easy sign-ups for a global audience:

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3. Virality & acquisition

• Popularizing different trends for creators to latch on:

• Leveraging on word-of-mouth marketing:

• Personalizing shared content:

• Content as an acquisition channel:

• Prioritizing users even if it directs traffic away:

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4. Content creators

• Creating incentive mechanisms for creators:

*Slides are compiled by myself, with information from TikTok's sales deck