In recent years, the use of TikTok has become increasingly widespread among young Indonesians. There is a pandemic influence that makes TikTok popular. TikTok’s presence has changed the behavior of watching videos from a vertical format to a horizontal one.
As you can see in our chart above. The social media that is played the longest by young Indonesians using Android is TikTok, which reaches 29 hours a month in the January 2023 timeframe for which we took the data.
The era of watching long-duration videos on YouTube channels has transformed into short-duration videos on TikTok channels. The duration of 15 to 90 seconds, typical of TikTok’s format, is more potentially consumable.
TikTok also forces content creators to rethink their formulas with horizontal-format content. It’s an era where creators are learning to understand TikTok’s algorithm again to gain exposure and occupy trending positions. In TikTok terminology, trending is known as FYP (For Your Page).
Instagram also released a similar feature to TikTok called Reels. We also have research results between the differences in music on TikTok and Instagram which you can read here
In the heyday of YouTube and Instagram in Indonesia, popular creators on Instagram were often also popular on YouTube. However, creators popular on TikTok don’t necessarily gain popularity on other channels like Instagram and YouTube.
TikTok allows someone to be popular solely on its platform. As a result, we see many new young creators emerging through the TikTok platform who didn’t gain their popularity from YouTube or Instagram.