When Kendra Womack uploaded a short video of her aunt’s labrador retriever to TikTok last year, she didn’t expect what would happen next.
The social media app’s algorithm picked up the clip of the 26-year-old college student and part-time barista throwing a yellow squeeze toy at Daisy, who seemed to devour it in a single gulp, and promoted it to users around the world. Overnight, the 12-second clip went viral and garnered hundreds of thousands of views. Since then it has been seen by more than 1.4 million people.
“I was in shock and disbelief,” said Mrs. Womack. “I couldn’t believe how easy it was.”
Ms. Womack and other entrepreneurial smartphone users around the world have turned to TikTok as the go-to platform for an instant shot at Internet fame. At a time when a growing number of social media platforms are basing their business models on celebrity creators and other popular influencers, TikTok is highlighting the idea of turning nobodies into viral sensations as it tries to regain momentum after a turbulent 2020.
However, some TikTok users get frustrated when the viral fame of one video is difficult to replicate with subsequent clips. And TikTok’s short video format, which was new when it launched less than five years ago, is now facing competition from a host of rivals.