Triller Is TikTok’s New Rival You’re About To Become Obsessed With

From ELLE

If you’ve only just got your head around TikTok, then it’s time to prepare yourself for your latest social media platform obsession – Triller.

During the Coronavirus pandemic, not a day has gone by without one of our favourite A-list celebrities sharing a dance, workout or make-up video on TikTok.

Whether it’s Justin and Hailey Bieber nailing their latest dance routine or Cody Simpson and Miley Cyrus rocking out together, the platform has been the go-to app for users to remain busy during lockdown.

However, now that we’re all becoming accustomed to unexpected change – what withe travel and gym restrictions altering on what seems like a daily basis - it’s unsurprising that there’s another social media platform angling to nudge TikTok off its pedestal.

Following news that several of TikTok’s most influential users are moving to Triller, it’s about time we understood what is coming from this new app.

What is Triller?

Triller is an LA-based company billed as being a new entertainment platform for creators.

‘A social video community where you can show the world who you are by capturing flawless videos and sharing them in seconds,’ its description reads on the App Store.

It was founded in 2015 and has more than 50 million active users a month.

‘It’s been a tremendous growth,’ Triller CEO Mike Lu has said of the app’s popularity. ‘This notion of social streaming is something that’s very unique to us and it speaks to the identity of Triller.’

Similar to TikTok, Triller invites users to express themselves and connect with content they love, from music videos to social media trends, such as Drake’s #InMyFeelings or The Weeknd’s Blinding Lights dance challenge.

Its website asks users to choose a song from its library or your own, film or import a video and use Triller auto edits to make it into an app-friendly clip.

Triller’s partners include Universal Music Group, Spotify, Atlantic and Warner Brothers Records.

Which celebrities are using Triller?

Celebrities including Chance the Rapper, Justin Bieber, Rae Sremmurd, Rita Ora and Kevin Hart are already using Triller, and Snoop Dogg, Eminem and Lil Wayne are investors in the app.

Some of TikTok’s biggest influencers have also jumped ship from the popular platform and moved onto Triller, citing security concerns on TikTok for the move.

TikTok giants such as Josh Richards, Noah Beck and Griffin Johnson – who have a combined 47 million followers – have recently joined Triller’s executive team. Richards, 18, is now an investor and chief strategy officer for the platform, while Beck and Johnson are advisors and equity shareholders.

‘The opportunity to work with the amazing people at Triller is something I am deeply committed to,’ Richards told PEOPLE. ‘We are going to take the world by storm! Get ready, everyone.’

Richards opened up about his involvement further with the Los Angeles Times, revealing: ‘After seeing the US and other countries’ governments’ concerns over TikTok — and given my responsibility to protect and lead my followers and other influencers — I followed my instincts as an entrepreneur and made it my mission to find a solution.’

TikTok was launched in 2016 and is owned by tech company ByteDance in Beijing China.

In April, analytics perfomer Sensor Tower reported that TikTok had been downloaded more than two billion times globally, with increased popularity during the pandemic.

Earlier this month, US Secretary of State Mike Pompeo said the country was considering banning TikTok, in addition to other Chinese apps, due to national security concerns.

However, in a statement last week, Tiktok representatives said: ‘Protecting the privacy of our users’ data is of the utmost importance to TikTok.

‘We have not, and would not, give it to the Chinese government.'

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