TikTok's Limiting Screentime

Your Weekly TikTok Insider Report: TikTok’s limiting teen watch time and how one pool design company got 30 million views.?

TikTok’s Limiting Screen Time for Kids?

In response to increased scrutiny and an effort to help the two-thirds of American teens who use TikTok, the app is limiting screen time to one-hour per day for users under the age of 18.

Once the limit is reached, they will be prompted to enter a passcode to keep watching. And while young users can opt out of the feature, the app will prompt them to set a time limit when they spend more than 100 minutes on TikTok in a day.?

What this means for you: The average user currently spends over 1.5 hours a day on TikTok, adults included. TBD if these screen time regulations will drastically affect TikTok’s monopoly on our social media time. Our guess is no. We believe strong content cataloged by interest will continue to shine through.

What’s Trending:?

This no-music, no-hype video is essentially one long ad for a pool company and grossed over 32 million views in just 6 days. Why does it work??

The answer's simple: storytelling.

Through visuals and voice, the creator shares the devastation caused by multiple hurricanes hitting their yard, and the process through which they’re going to rebuild. She pairs the before-and-after-style video with unique beats that keep us hooked each step of the way, so I’m not tempted to scrub ahead.?

Even the caption, “disaster to dream home,” gives us the promise of what we’re waiting for: what’s it going to look like??

And in fact, the pool company who’s doing the rebuild, was only featured briefly at the end. And there was no call to action, making it feel like an organic TikTok (for all we know it was).?

Your takeaway: How can you utilize your storytelling capabilities to show the many steps of a transformation? As a brand, how can you tell the story of your customers to make them the hero?

The more you can focus on promoting the transformation you help create, instead of promoting your business, the more business you’ll get. And that’s what we all want, isn’t it?