Meet Triller: the short video app that rivals TikTok.
Triller, the TikTok of tomorrow? © Solenn Feyissa – Unsplash
What is Triller?
The Franco-American application Triller is able to automatically produce video edits from several takes, adapting to the rhythm of the selected music. It allows its users to easily create short music videos, which they can then share with their subscribers or with the entire community present on the application.
Like TikTok, Triller functions as a real social network, where users check their video feed and interact with other accounts through likes, comments, or shares. We understand better why the brand’s slogan is as follows: Create, Share, Connect.
Triller was launched in 2015. According to The Verge, the app has already been downloaded over 100 million times worldwide and has more than 27 million daily users, compared to 50 million for TikTok. An example of a video made on Triller:
– TRILLER (@triller) September 26, 2020
Triller, how does it work exactly?
The steps to create a Triller video:
- Choose a music: you select music from Triller’s built-in music library or import one from your smartphone.
- Record or import a video: you have the choice of recording several short videos or importing existing ones from your smartphone.
- Edit video creation: Triller automatically edits your takes in seconds to create the video montage. You can then modify this montage as you wish: change the order of the takes, delete certain parts, etc.
- Share the finalized video: you can finally share it on the Triller platform and also on other social networks such as Facebook, Instagram, Twitter and WhatsApp. You can also save them on your smartphone without sharing them.
For editing videos, you can add filters, text, drawings and emojis, and create group videos with other users.
How does Triller differ from TikTok?
The great common point of the 2 applications is the creation of short videos which are published and broadcast to other members of the application but Triller seeks to stand out mainly through music.
Unlike TikTok, Triller’s main function is to create music videos. The platform has license agreements with labels like Universal, Sony or Warner, which allow it to legally exploit musical titles and offer them to users so that they can integrate them into their videos. Triller primarily values music while TikTok is not focused on this subject, and will instead offer covers or remixes of songs. Many artists have already supported Triller such as The Weeknd, Marshmello or Snoop Dogg.
The target is slightly different. Triller is aimed more at young adults (between 16 and 25 years old), who enjoy urban music, sports or even travel, rather than teenagers like TikTok does. On the marketing side, Triller also tries to stand out through partnerships with recognized influencers or large companies such as Snapchat.
Triller, future successor to TikTok?
Many TikTok influencers are starting to join the Triller platform. We find in particular Charli D’Amelio, one of the most followed personalities on TikTok, with 87.5 million subscribers at 16 years old. The latter recently announced a non-exclusive partnership with Triller where it already has 1.1 million subscribers. Other “TikTokers” with more than 10 million subscribers like Bryce Hall, Nessa Barrett or Chase Hudson, have also created an account on Triller.
If stars are migrating to Triller, it’s also because TikTok was already banned from India this summer and it could be banned in the United States in the coming weeks. The US government deemed the Chinese application a threat to national security and even ordered its ban if it was not taken over by a US company. It should be noted that Donald Trump has also created a profile on Triller, an indirect way to further mark his position against the application of the Chinese parent company ByteDance.
Triller could be TikTok’s great successor but other rivals are also in the race in the field of short videos: Instagram with the Reels, YouTube Shorts, Roposo or even Likee. The latter could benefit from a possible decline of TikTok, although TikTok’s numbers are still very impressive.
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