There are not many doubts about which social network is of the moment, and probably also of the future: it is TikTok, the app born in the summer of 2018 from the ashes of musical.ly which is based on more or less short videos in which music, effects, writings and much more are combined, which people can watch, comment, appreciate and share by scrolling with their thumbs upwards.
In 2020 it had been the most downloaded by Italians, in September 2021 in our country has exceeded 10 million users per month and worldwide it has reached 1 billion. That’s right: every month, one billion people around the world use TikTok, a remarkable milestone achieved thanks to a growth of 45% compared to the summer of 2020. To get an idea of how important it is, just think that Facebook has 2.9 billion monthly users, but almost 18 years after its birth.
According to estimates, the Chinese social network (the company that controls it is called ByteDance) is a candidate to become number one in the world as early as 2022, notwithstanding the difficulties, some dark sides and some skeletons in the closet, like pretty much any such platform. It is so big that alone YouTube seems able to stand up to him, especially in the 14-29 year-olds, perhaps also thanks to the creation of Shorts, a section born last July precisely to counter the excessive power of TikTok.
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The 2021 of TikTok in Italy
This however is not the time to look to futureThis TikTok for it is time to take a look at past, to what it was 2021, in the world and in particular in Italy. In our country, this was undoubtedly the year of Khaby Lame (also on Instagram): the young man from Chivasso is first in Europe and second in the world for number of followers (he has over 123 million) and well represents the spirit and strength of TikTok, which also allows complete strangers to achieve success and notoriety. And to do it in a relatively short time.
Among the trends, it is impossible not to mention the #TiRaccontoLItalia initiative, a journey that went on from April to September to discover the creativity and traditions of the regions made through creators such as Martina Socrate, Diletta Secco, Giovanni Arena and Nicolò Balini, who totaled just under 2 billion views in almost 40,000 clips. This is a face of the cultural side of TikTok, along with the hashtag #ImparaConTikTok, which has surpassed 24 billion views, and with shared reading recommendations such as #BookTok (our Health colleagues had talked about it here), which garnered nearly 30 billion views.
Then, of course, the laughs: in 2021 the most popular creators and who made the followers laugh the most (but not only them) were Valentina Barbieri, Mattia Stanga, Lollo Barollo, Rametta and Kiro Ebra.
tiktok: Giovanni Arena’s travel tips
The success of the croccantella and the questions about 2021
As for the rest, there is clearly food, which always works well on social networks and therefore also on TikTok, with hashtags dedicated to the topic, such as #RecipesAsmr (That collect not only images, but also the food sounds), and successful profiles such as Daniele Rossi or Rafael Nistor, whose fried cheese recipe has been viewed around the world 75 million times and has totaled over 6 million likes.
An entirely national phenomenon was instead that of Diletta Secco and its crccantella, a crispy flat bread without leavening, whose recipe has been viewed over 18 million times and has been Italian answer to #fetapasta, The trend that has seen many uses tiktoker try their hand at traditional greek cheese, which has exceeded one billion views.
The rest of the most popular trends, hashtags and profiles were collected by TikTok Italia on a dedicated page, while in the app it is still possible to answer with short clips to questions about your 2021: what was the most significant moment, what the happiest, the most difficult, as people were important, such as movies and so on. Looking forward to see what will happen in 2022.
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