Tik Tok Has Huge Indian User Base, but Struggles with Hate Speech

User-generated content has become a rage on the internet, so much so that you have influencers thronging various platforms to reach out to their fan base. What started as a viral trend in China, the short video platform Musicaly (now Tik Tok) from ByteDance has hit the right notes in a competitive market like India as well.

This has been advocated by App Annie in its State of Mobile 2019 report, where it puts Tik Tok as one of the top five Android apps throughout 2018. According to App Annie, the app counts 39 percent of its 500 million global users in India, its largest market.

The millions made by Tik Tok has got even Facebook’s attention, as the social-media giant launched Lasso, its competitor for the short-video platform. But now it’s time Tik Tok and its parent company looks to improve the hygiene on its platform and curtail the hate mongering on it.

Most of its user base is concentrated in the age group between 16 and 24 years, that’s primarily a young millennial audience.

Courtesy SimilarWeb, a data analytics firm, we were able to see that Tik Tok’s daily average users (DAU) over the past 12 months in India, has seen an increase of 1912 percent from February 2018 to January 2019. As things stand, Tik Tok caters to over 9 million DAUs with average time per user pegged at 31 minutes, which staggering to say the least.

Having influencers share their messages gives this audience a high. However, the platform is also rife with hate speech. That’s a challenge for the app to get users to report raunchy or hate content.

Company executives on the sidelines of a media event this week claimed, Tik Tok uses a mix of human intervention and machine learning tools to remove content that is not suitable for the platform.

This team, as claimed by Tik Tok, is based in over 20 countries and regions. It now covers 36 languages, an increase of 400 percent in terms of language support from one year ago.

To keep a check on its content circulated in India, the moderation team covers major Indian languages, including Hindi, Tamil, Telugu, Bengali, Gujarati and more. To further strengthen the base in its second largest market, Tik Tok has offices in Delhi and Mumbai for now, with an ever-expanding team in the country to localise its needs.

Source: The Quint

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