Triller is a video sharing application and social media platform in which users can create short clips set to music or other audio. Following widely publicized privacy concerns about the app TikTok during the summer of 2020, many prominent TikTok creators joined Triller as an alternative content platform.
On July 23rd, 2015, Sammy Rubin and David Leiberman co-founded Triller. According to Music Business Worldwide, the app has acquired musicians such as “Chance the Rapper, DaBaby, Halsey, and BTS who are using the platform for music promotion.” In October 2019, Triller announced that it had raised $28 million and given a stake in its business to Sony Music Entertainment, Warner Music Group and Universal Music Group in an effort to take out its competitor TikTok.
In 2015, Mashable described the process of creating content on Triller saying, “You choose the song — either from the app’s collection of “featured” tracks or your own library — and record footage. Each recording spans the length of the music clip you initially selected, but you can record an endless number of “takes,” which can be further customized with one of the app’s 14 video filters.” On June 18th, 2019, YouTuber Howfinity uploaded the video “How to Use Triller – FASTEST GROWING Social Media App” (shown below).
In 2019, as Triller became more popular, compilation videos began popping up on YouTube. For example, on January 25th, Best Triller uploaded “TRILLER COMPILATION 2019” which gained over 30,900 views in two years (shown below).
Futsal Shuffle is a dance created by American rapper Lil Uzi Vert for the song “Futsal” off his upcoming second studio album Eternal Atake. Lil Uzi Vert teased the song and dance, which involves quick shuffle footwork, on Triller and Twitter in November 2019. Fans on Twitter, TikTok, Triller and YouTube shared their videos of themselves performing the dance using the hashtag #fustalshuffle. On November 30th, 2019, Lil Uzi Vert posted a series of tweets in which he explains that there will be a dance to go along with his track called “Futsal.” The tweets gained over 40,000 likes each in five days. That same day, Lil Uzi Vert demonstrated the futsal shuffle (shown below). The tweet garnered over 165,000 likes and 46,400 retweets in five days.
— Uzi London 🌎☄️💕® (@LILUZIVERT) December 1, 2019
In late June 2020, India banned TikTok due to security concerns causing “Triller [to] become the No. 1 downloaded iOS app in the market, and the company started hiring in India” according to The Daily Dot. On July 28th, Sway House member announced during a press conference: “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. I am proud to announce that I am formally an investor in Triller and will serve as their Chief Strategy Officer.” The announcement led many other TikTok influencers to migrate to Triller. Kavanaugh stated, “We probably have … 50 of the top TikTok influencers currently moving over to us and these are some of the biggest influencers, like we had the number two largest TikTok influencer.”
As of July 2020, Triller has been rated four stars on Google Play and Apple iStore. Forbes quoted Triller co-owner Ryan Kavanaugh saying, “When TikTok shut down [in India], we literally woke up and 24 hours later we were like, I don’t know what it was, 40 million downloads or something out of India, and all of a sudden we were literally the #1 app in the category.”