CEO and co-founder of LinkMe .
In the past five years, a new social media platform has risen to the top in popularity—TikTok. The platform is projected to have 1.8 billion users by the end of this year.
Although TikTok may seem like another fad, the app uses the latest technology—specifically, artificial intelligence (AI) and machine learning (ML). TikTok’s parent company, ByteDance, has invested heavily in AI and ML, and it shows in the app’s features and popularity.
In this article, I’ll give my take on how TikTok uses AI and ML to keep users hooked and how your business can take advantage of the success TikTok and other social media apps have achieved with these technologies.
So, what are AI and ML anyway? AI involves using computers to do things that generally require human intelligence, like "creating algorithms, or sets of rules, to sort, study and draw predictions from data. It also involves making decisions based on this data," learning from new data and improving over time. How powerful is AI? IBM’s AI “Deep Blue” was able to beat world champion chess player Garry Kasparov.
ML is a method of teaching computers to learn from data without being explicitly programmed. It's a subset of AI. ML algorithms build models based on sample data, known as “training data.” These models can then make predictions about new data, called “test data.”
So, how has TikTok used AI and ML to become one of the most visited sites in the world? Simply, the company trained its AI to know the user almost better than they know themselves. With its users' permission, TikTok knows where they live, who their friends are, what cars they like, what makes them laugh, who makes them laugh and who makes their friends laugh. They know a lot. Feeding all this information into its algorithm lets the app show you the content it knows you love.
After observing the success TikTok has achieved with its algorithm, other social platforms are coming out with their own "For You" feeds. For example, Instagram has Reels, YouTube has Shorts and my app, LinkMe, has Clips. People love short-form content, especially when it's about things that interest them.
So, what does all this mean for businesses? TikTok's For You Page, Instagram's Reels, YouTube's Shorts and LinkMe's Clips are all great ways to reach a young audience, and they're only going to become more popular in the years to come. If you're not on these apps yet, now's the time to start thinking about how you can use the platforms to reach your target market.
One good way to take advantage of these platforms is to hire a content creator or multiple creators and have them produce content that gets posted across all the different apps. If you hire one creator to make a video per day, you'll be able to post that video on Instagram, TikTok, YouTube, Twitter, Facebook, LinkMe and all the other platforms you're using.
It only takes one hit video to sell out your product or fill up your restaurant or even make your app reach the top charts. So, make sure you and your business are pushing out content daily for the best results!
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