ByteDance has just launched a “Login with TikTok” feature. From now on, third-party apps will also be able to more easily export sounds and music directly to TikTok for users to use.
Some companies are using the new TikTok SDKs, unlocking greater capabilities within their platforms already. For example, the video dating app Snack is allowing users to use the Login Kit to upload their creations to their accounts. Also, the Audiobridge site, a multichannel recording system for music, is using the Sound Kit from ByteDance’s application.
TikTok is launching a series of new integrations between its social network and third-party applications. These would allow users to identify themselves to external services with their credentials in the short video app, as well as easily export content.
The most striking of these two capabilities is the “Login with TikTok”. The function would be identical to that already offered by companies such as Facebook, Google, Apple, and others. That is, users of ByteDance’s social network would be able to log in to services of external agents using their profile and password on this platform. Likewise, in theory, they could use the videos and information they have saved in their account to use them as they wish within these external services.
Apart from the Login Kit, TikTok also launched a Sound Kit for developers. With it, third-party apps could export music and sound directly to the social network. Thus, for example, an emerging artist could provide direct access to his or her works for ByteDance users to use in their short videos. Licensing would remain intact, but there would be an even greater opportunity for certain creators to go viral or share their work.
A natural progression for TikTok’s business
These integrations demonstrate that TikTok is taking its bid to conquer the social networking industry very seriously. According to Statista, in countries such as Norway, Russia, and Italy, its annual growth rate is in the double-digit percentile. Even in South Korea, where its expansion is not as accelerated, it is adding 20 percent new profiles every year. In the United States (US), in 2019 and 2020 the figure was below 90 percent.
Of course, it’s not all about users. TikTok has also invested heavily to paint itself as a serious player in the social networking industry. And in this regard, the release of these SDKs is critical. According to Nop Accelerate, “Login with Facebook” has become synonymous with many advantages for developers and external sites. These include ease of use, familiarity, easier conversions, integration of social mechanisms, among others.
It should also help extend the reach of TikTok’s commercial offerings for advertisers. According to Reuters, last year ByteDance, owner of this social network and its sister company Douyin, generated some 27 billion dollars (mdd) in advertising. Most of this money probably came from China. But according to Tubefilter, its appeal in the U.S. is growing rapidly, so a “Login with” could cement that breakthrough.
Want to take Facebook’s place?
The launch of TikTok is a particular threat to Mark Zuckerberg’s social network (and the entire empire in general). ByteDance’s platform has already been gaining a lot of ground in recent years. For example, during 2020, the Chinese app managed to climb to the second position in influencer marketing spending. It is still below Instagram, but it has already managed to drop one place to Facebook itself and does not seem to be slowing down.
It is also clear that TikTok’s best time to attack is now. Since Facebook recognized the Chinese app as a risk, it has not stopped trying to copy it. It has not yet succeeded, but it is not giving up on this mission either. Sooner or later it is going to get close enough to severely hurt ByteDance’s platform. So its best bet is to consolidate its position as a major player to keep its lead.