TIKTOK is a video creating/sharing platform that is becoming a global sensation with teens – and adults – all over the world. Creators can film, edit and post three-60 second videos, which can be either shared with friends or the public. This short range in video length is ideal for children & teenagers, as they are known to have a short attention span, but the app has also generated a large following of mature users, who also enjoy its creative freedom.
During the first UK lockdown, it has become an outlet for millions of users to express themselves, connect with others, and stay busy during this global pandemic.
Micah, known to the app as @Carsey_, is a successful 18-year-old comedian from Northern Ireland. He’s accumulated over 150,000 followers since his debut in late 2018 and has even been featured on platforms like Lad Bible, and included in multiple YouTube compilation videos.
Micah first heard of TikTok after its transition from Musical.ly in 2018, an app which focussed on its users (musers) posting videos of them lip-syncing to songs.
“At first, I thought TikTok was just the same as Musical.ly; I’m not a fan of lip-syncing.
“It wasn’t until my best friend sent me a YouTube compilation of all the funny videos and memes on there, that I made an account,” he said.
Micah started his account in late September 2018, originally not even showing his face in his videos.
“I didn’t get anywhere until November 2019, when one of my videos got 3.7 million views.”
Like many others, Micah dedicated a lot of his time in lockdown to creating content.
At the beginning of lockdown, Micah had around 35,000 followers from a year and a half of posting. During isolation, he was able to focus on his content, without the distractions of school and general life.
“My video quality went up, and so did my views. I was posting up to ten times a week, whereas school would usually limit me to only two or three videos at the weekends.”
“My account 100% would not be where it is today if it wasn’t for lockdown.”
When asked if coming up with ideas for/filming videos is stressful, he responded:
“Not particularly, because I don’t have a schedule. I just upload when I have an idea.
“It’s very different from YouTube, which involves longer videos and therefore more effort. I’d never become a YouTuber.”
Independent creators aren’t the only people to post to TikTok. Many companies, like McDonald’s, encouraged their employees to dress up in their uniforms and make TikToks while they were on furlough, to give them something fun to do. Similarly, brands such as Primark, ASOS and even Sanrio (the creator of Hello Kitty) post frequently on the app, usually joining in with trends, which is a subtle but smart marketing technique.
TikTok is also known for boosting small musicians and singers, by giving them a platform to share their creations. American singer/songwriter Doja Cat grew significantly after a TikToker made a dance to one of her songs, ‘Say So’, and it became a global trend. Teenagers all over the world were learning the dance, recording themselves and reposting it with her song. Since then, her song reached the top ten of the US Billboard, and she won MTV 2020 Best New Artist.
Micah has received a lot of opportunities from his growth on the app. He was even approached by ITV producers, giving his family a guaranteed spot in Family Fortunes, but due to the latest Covid restrictions, he had to decline.
He has also been able to join the TikTok Creator Fund, which allows him to be paid for each video he posts. This is a new feature which launched in the UK earlier this year.
“At least 20-30 brands have contacted me asking about sponsored posts on Instagram, but I just declined because I’m not in it for the money. I’ve been making videos for years because it’s what I enjoy.
“The Creator Fund is different because I get paid for continuing to do what I already do, but sponsored posts would mean I’d have do change up my content, and I don’t want to.”
Just like in the real world, TikTok has a downside: haters.
“It’s easy to deal with the hate, of course there are gonna be people that don’t find my videos funny – I don’t care. The fact that I can make so many people smile and laugh is all that matters to me.”
When asked his goal for the future, Micah said:
“I’ve never really had a goal, I just started it for fun. Even at the beginning when I had over a year of getting no views, I still enjoyed it. I just want to meet new people and have a cool story to tell my kids one day.
“TikTok has allowed me to meet some amazing new people, and I’m forever grateful.”
Micah is a great example of someone who has used his time in lockdown as a creative boost; turning a bleak time into an opportunity.
Main photo: Micah Carsey.
The Darlia 