To “mark the spirits”, the TikTok platform is displayed on the Toulouse tramway
Through Guillaume Laurens
Published on
TIC Tac wants to change gear. Created in August 2018, the platform has, three years later, one billion users in the world. Very popular with younger generations, the “entertainment platform” refuses to disclose the number of its users in France, and a fortiori a Toulouse, but it knows a success which does not deny in the Pink City.
Videos now extended
Unlike its main competitors, the platform with a strong musical footprint only allows video broadcasting. And if each scene lasted between 15 and 30 seconds, TikTok has been allowing its users for a few weeks to post videos up to 3 minutes.
A small revolution for the platform, which thus intended “to allow users to post much longer videos, for more entertainment”, details Fabien Laxague. TikTok France’s communications director was in the Pink City on Thursday, November 18, 2021, to inquire about the new communications campaign launched by the platform.
TikTok appears on the tram in Toulouse and Marseille
To reach out to the urban public even more, the platform has launched a vast campaign entitled “Discover it for yourself” in the six largest cities in France. Mainly in bus shelters. But in order to “make an impression”, TikTok has also custom trams in Marseille (Bouches-du-Rhône) and Toulouse, where for a few days now, the line T1 is displayed in the colors of the platform.
TikTok, the platform for teens?
If TikTok mainly held “members of generation Z and millennials” (i.e. those under 35, editor’s note), she does not want not limiting its success to adolescents and young adults. Fabien Laxague ensures that the average age of users is younger than it seems: “67% of users are over 25 years old”.
The platform is thinking bigger and has also seen the arrival in 2020, against a backdrop of the health crisis and repeated confinements, “more than intergenerational content ”, insists the director of communication. “Many caregivers discovered the platform, where they shared their daily life during this period”.
TikTok claims “a unique positioning”, focused on “creativity and entertainment”, and offers “more and more educational or cultural content”. “From music to sport, including history and gardening”, she intends to put “discovery and learning at the heart of the experience”.
Who are the famous TikTokers of Toulouse?
To pay support initiatives on its platform, TikTok has also set up a fund for creators, features 350 million euros over three years for all of Europe. Anyone can theoretically claim it.
Among the successes made in Toulouse on TikTok, there are the history teacher (s) @yanntoutcourt, who became known with his “history rap”, his memories of a teacher, and his series “The broken teachers’ house”. It now has 465,000 subscribers.
Another figure of the region: Carla Valette. This medical intern in Toulouse now has 2.5 million subscribers. His speciality ? She popularizes health issues, and tackled all subjects, including the most intimate. Sleep apnea, Raynaud’s syndrome, urinary tract infection, sexuality… La Toulousaine aims to respond, with a certain form of lightness, to serious subjects.
And everything goes: “I explain the mechanisms of the body, while going straight to the goal”, specified the young woman to Toulouse news last March. “This social network is perfect for this type of exercise. You have to be quick and concise ”.
Other Toulouse residents are making the buzz on TikTok in various fields: Tuvok Vassenberg, 22 years old, distinguished himself by launching challenges around football and basketball, in the streets of Toulouse… He already has 8.3 million fans. The kings of the beatbox Berywam have crossed the very symbolic milestone of 10 million subscribers!
There is also Rose THR, this student at the Higher Institute of Commerce (ISCT) in Toulouse. With her friends, her brother, on a terrace, by the beach, in the car, in her apartment, when waking up or wearing makeup, the student shares there, in pajamas or on her 31st, images of her daily life. She too is extremely successful: 4.4 million people following her adventures.
Other stars of the Pink City are also in the foreground on the platform: the king of online bodybuilding TiboInshape has 7.3 million subscribers there. The rappers BigFloetOli have 1.1 million. The main sports clubs also share a few slices of the life or actions of their teams, always in music: the Toulouse football club addresses its 73,000 subscribers here, and the Toulouse stadium to its approximately 12,000 fans.
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