ByteDance, one of the world’s biggest kids’ entertainment and e-commerce platforms, is doing something that absolutely rules. Instead of completely changing what its mobile app does, they’re now changing it.
Earlier this year, ByteDance did one of the biggest app pivots I’ve ever seen, flip-flopping their app from functionality-oriented “games, videos, and content” that it had really been pushing at the time, to one that included a complete free app with only nine functionalities. At the time, it seemed crazy, but it made sense. When it comes to young children, parents really only want quality time with them. So if ByteDance can guarantee parents that their child will never catch up to other kids’ fandoms, that’s probably good enough for most parents.
This move, coupled with its successful launch of its TikTok brand in China, has earned the company a lot of press. But for those looking for all-day, all-the-time fun, the kids’ app may have more in store for them. The company recently launched a new app that will restrict children’s access to certain content to over 40 minutes per day, starting at 7am.
According to ByteDance spokesperson Jingyuan Piao, this new app will start introducing limits to the time kids will be able to use TikTok to start their days. He stated that the firm is working with parent companies (Think YouTube) to help children’s hospitals to do brand and PR campaigns. They’re also planning to provide this data to parents.
If you’ve been meaning to build an entire social media platform for yourself, then TikTok is the place to start. It’s essentially a string of gifs (with some mobile memes and short videos) in an interface that is easier to navigate than YouTube, and reaches hundreds of millions of kids.
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