With synchronized cocktails and comedies in 15 seconds, the social video application TikTok seems to be ready to enlighten someone over the age of 21. But for some Australians it offers a very new kind of reputation and property.
TikTok users create video clips using short music files and can develop tools that sync the video at the pace as well as animation overlay.
Like Instagram filters, these tools give professional versatility to the even freshest video maker.
However, the dominant sense of application is surprisingly genuine, uncynical and cheerful. Humor is wide and natural: videos are filmed with friends in the school canteen. Mommy walks in the frame at inappropriate moments.
And – like anything that has a strong appeal for teens and tweens – has become a big business.
Once known as Musical.ly, TikTok was taken over in 2017 by the Chinese technology company Bytedance (in China, known as Douyin). The reports claim that the application amounted to 500 million monthly users in June, covering 150 countries and regions.
Krishna Subramanian, co-founder of Captiv8's marketing firm in California, says TikTok is a way for brands to get a newer demographic not linked to the most dominant social media platforms.
"You're not going to be famous on Facebook, you'll be famous on Facebook because you're already famous," he explains.
"What's exciting for TikTok … you see a new wave of creators and a new wave of influential people that will become famous."
How to become famous in 15 seconds
The Twins, based in Perth Teagan and Sam Rybka, 23, have about 4.4 million fans in TikTok.
Contestants for Australia's Got Talent in 2013, the couple have created a sequence for their dance and acrobatic routines at Instagram and YouTube, and now at TikTok. The creation of social content is their full employment.
They say the chance to be the star of your own music video is the main appeal of the app. Every week they upload new choreographies and tricks, supported by what they consider the most crazy music.
"You have the whole world to compete with you," says Sam.
"We like something that's really creative."
One thing the stars of TikTok agree is that their audience is very young – much younger than the most popular creators.
Katja Glieson, who declined to share her age, comes from Melbourne, but is now in Los Angeles. It has 2.6 million fans in the app, as well as a big audience for its music and slots on YouTube and Instagram.
"I ask them how old they are when they make ferrets," he says.
"I know I am primarily promoting content for a younger audience."
And this demographic, says Katja, shapes the content that appears in TikTok.
The comedy is usually mild and often focuses on cracks. Shared scenarios are presented, such as meeting with new roommates or arriving at a party, and then their failure.
There is a simple approach to the content of the virus – challenges that one can attempt, such as "Karma's harpoon" or "#eatonthebeat" – which suits the international popularity of the application, because nothing is lost in translation.
For Keira in Melbourne, which is 10 years old, it is the only social media channel it uses regularly except YouTube.
She likes to see stars like JoJo Siwa and tries to make a video the day she shares only with friends in her private account.
But TikTok's appeal to children also brings complications. According to its terms of service, only people aged 13 and over must have access to the application. But it's not uncommon to see people who look younger than that.
Although it was still named Musical.ly, the application was criticized for a solution to privacy issues, including children's exposure to site searches.
In some cases, porn and malicious content was also found in the app.
How to Live
Katja moved to Hollywood to deal with music and action, and she moved to an apartment complex that is now part of the mass media: 1,600 Vine Street.
This address has hosted a number of names that created profiles on the most inactive Video Vine app, including Brothers Logan Paul and Jake Paul, Amanda Cerny, Andrew Bachelor (also known as King Bach) and others, according to New York Times.
Katja took her social content education and although she began to follow TikTok seriously this year, Apple's previous repeat of Apple's Musical.ly provided a launchpad for a song released in 2017 with King Bach called Come Thru.
And there is money to be done. Twins in Perth say they were paid earlier this year to create a TikTok video in Ed Sheeran Happier's song.
Popular users can also earn through TikTok livestreams. Once they buy currency in application – 100 coins today cost $ 1.29. 10,000 cost $ 134.99 – users can buy emoji to give their favorite stars. These gifts can then be converted back into cash.
Although it is still an emerging platform for advertisers, Subramanian predicts that chips will focus on paying top TikTok users to create content such as non-animated videos (where people unfold new camera gadgets), extreme sports and of course anything related to music.
How much a user can expect to pay for approving a product or promoting a piece will depend on the number of fans and their level of engagement, he says.
In the meantime, the terms of the service prohibit advertising without its consent.
"In a million fans … they will have thousands of dollars to promote content without a doubt," says Subramanian.
Nevertheless, he suggests that TikTok does not compete with Instagram or YouTube yet.
"It's not like Instagram, where there are millions of brands that want to work with the creators, it's at the beginning of the year," he says.
TikTok did not respond to requests for comments.