TikTok is a social media platform that allows users to create and share short-form videos, typically ranging from 15 seconds to 3 minutes long. The app was originally launched in China in September 2016 as Douyin, but later expanded overseas as TikTok in 2017. It is owned by the Beijing-based ByteDance.
Since its launch, TikTok has experienced massive growth and popularity around the world. As of 2023, TikTok has over 1 billion monthly active users globally. It was the most downloaded app in 2020 and continues to see rapid user growth. The app is especially popular among Gen Z, with over 60% of its users being between the ages of 10 and 29.
A driving factor behind TikTok’s success is its algorithmically curated For You feed, which serves users a never-ending stream of short videos based on their interests and engagement. This creates an addictive, entertaining experience that keeps users coming back. The app has given rise to viral trends, memes, and launched the careers of many influencers and creators.
The For You Page
The For You page (FYP) is the main feed that shows you recommended videos on TikTok. It uses complex algorithms to personalize the content you see based on your interactions. According to TikTok, the FYP is “tailored to each user based on what content they like, share, and interact with.”
The FYP analyzes your activity including videos you like, share, comment on, search for, or create. It also considers how long you watch videos, accounts you follow, and content you engage with. Using this data, TikTok’s algorithms curate a personalized feed of videos. As you continue interacting, it further refines recommendations to surface content it predicts you will enjoy.
TikTok says the FYP also considers other factors like device and account settings, video information, and user interactions to recommend content. The goal is to create a unique experience for each user. This advanced personalization is a major reason for TikTok’s popularity and addictive quality.
Sources:
https://www.tiktok.com/discover/how-fyp-works
https://www.ireappos.com/news/fyp-tiktok-and-how-to-get-fyp/
Effects of the For You Page
The For You Page (FYP) algorithm on TikTok is designed to provide users with personalized content by analyzing their interactions over time. This creates an “echo chamber” effect where people see more of what they engage with, which can shape interests and beliefs (TikTok.com, 2022).
Watching certain types of content on the FYP has been shown to influence attitudes and self-image, especially among younger users. Trends like outfit transitions, dance challenges, and beauty filters can promote unrealistic standards and materialism (Rosiealty87xx, 2021). The FYP can also skew perceptions of social issues based on which perspectives are promoted by the algorithm.
While the FYP allows users to discover new interests, its personalization means people often see narrow slices of content catered to their preferences. This can limit diverse viewpoints and lead to confirmation bias as beliefs are repeatedly validated (Hrts.wendy, 2020). Overall, the FYP has clear effects in shaping what users think about themselves and the world.
Algorithms
TikTok’s key feature is its ability to serve up a never-ending stream of short videos tailored specifically to each user. This is powered by TikTok’s recommendation algorithms, which leverage advanced artificial intelligence and machine learning techniques to analyze user behavior and preferences.
When a new user signs up, TikTok starts by displaying popular and generic content. But as the user begins interacting with videos, the algorithm notes what content they engage with, what they search for, accounts they follow, and videos they like or share. All of this signals what a user’s interests and preferences are.
TikTok then uses this data to curate a personalized “For You” feed displaying content that the algorithm believes the individual user will enjoy and find relevant. The goal is to keep users engaged by showing them content that meets their tastes and preferences. This creates a highly addictive, personalized experience that keeps users scrolling for hours.
According to an analysis by Machine Learning and Medical Regulators, TikTok’s algorithms are extremely sophisticated, able to draw on massive datasets to predict which videos users are most likely to enjoy. The algorithms continue to evolve and improve their recommendations over time based on new user data.
Data Collection
TikTok collects an extensive amount of data on its users. This includes information users provide when they sign up, such as name, email address, phone number, and date of birth. However, TikTok also collects a significant amount of data behind the scenes.
According to an analysis by CBC News, TikTok can access precise GPS location data, browsing history, content of messages sent through the app, and data from linked social media accounts. TikTok also collects biometric data such as faceprints and voiceprints. The app tracks a user’s online activity whether they have an account or not.
Much of this data collection happens through the company’s complex algorithms. As users interact with the app by liking, sharing, and commenting on videos, TikTok’s algorithms build extensive profiles of user interests and preferences. This powers the app’s ‘For You’ feed, which serves users highly-targeted and personalized content.
While TikTok claims it collects the minimum data needed to provide its services, privacy advocates argue the app’s data harvesting goes beyond what’s reasonably expected for its functionality.
Ads on TikTok
TikTok has fully embraced advertising as a core part of its platform. Ads appear in between videos on the For You feed and are seamlessly integrated into the endless scroll of content. According to Hootsuite, up to 20% of content on TikTok’s For You feed are now ads.
There are several ad formats available to brands on TikTok. The main one is TopView ads, which play as the first video when a user opens the app. Hashtag Challenges invite users to participate by posting content related to a branded hashtag. Brands can also work with influencers to create sponsored content.
TikTok curates ads based on user data, aiming to show relevant and engaging branded content. Advertisers can target campaigns by age, gender, interests, and other attributes. With its massive user base, TikTok offers an unparalleled opportunity for brands to reach a young, global audience.
TikTok Culture
One of the biggest parts of TikTok is the culture around popular trends and memes that take off on the platform. In 2021, some of the biggest TikTok trends included dances like the “Say So” dance to Doja Cat’s song (https://mashable.com/article/best-tiktok-trends-2021) and viral challenges like the “Silhouette Challenge” where users posed in silhouette lighting to the song “Streets” by Doja Cat (https://mashable.com/article/best-tiktok-trends-2021). Other popular trends involved songs like ” drivers license” by Olivia Rodrigo (https://www.tiktok.com/discover/tiktok-trends-2021?lang=en) and meme audio clips like the “Oh No” song that users set to cringey situations.
TikTok’s platform makes it easy for sounds, dances, challenges and memes to spread quickly among users. Trends can take off overnight, with millions of users creating their own take on a viral meme or dance. This has created a vibrant culture of inside jokes and popular references that get remixed and iterated on constantly. TikTok serves as a real-time barometer of internet culture and youth interests.
Controversies
TikTok has faced controversies around content moderation and security concerns. Some of the main issues in this area have included:
Content promoting dangerous challenges and stunts: There have been instances of harmful viral challenges spreading on TikTok, like the “skull breaker challenge” that involved tripping people. Critics argue TikTok’s algorithm can quickly spread dangerous content.
Allowing hate speech and misinformation: TikTok has struggled to moderate hateful and misleading content. Videos containing racism, anti-Semitism, and COVID-19 misinformation have slipped through moderation efforts.
Censorship and suppression: TikTok has been accused of censoring content that is critical of China or the Chinese Communist Party. For example, references to Tiananmen Square and Tibetan independence are allegedly blocked.
Security and data privacy concerns: There are allegations that TikTok collects large amounts of user data that could be accessed by the Chinese government. This led to bans from US government agencies.
Promoting unhealthy body image and oversexualized content: Critics say TikTok’s algorithms can promote body shaming content and sexually suggestive videos of minors. TikTok has tried improving policies to protect younger users.
Overall, TikTok faces ongoing scrutiny around offensive, dangerous and misleading content spread through its platform. It also must reassure users and regulators that data is secure and not compromised by foreign governments. Improved content moderation and data protections will be key for TikTok’s future.
Impact on Other Platforms
TikTok has had a major influence on other leading social media platforms. As TikTok’s popularity has skyrocketed, platforms like Instagram, YouTube, and Snapchat have taken notice and adapted some of TikTok’s most successful features.
For example, Instagram and Facebook introduced Reels, their own short-form video feature that allows users to create 15-60 second videos set to music (1). This mimics the format of TikTok and shows how Meta is trying to compete with the success of short-form, entertaining video.
YouTube also launched YouTube Shorts in 2020, which is a short-form video experience designed to compete with TikTok (2). The platform is deeply integrating Shorts into its app and recommendations to gain market share in the short-form space.
Snapchat added its Spotlight feature for user-generated short videos, again taking inspiration from TikTok’s winning formula. Instagram also integrated remixing features to allow users to collaborate on videos, similar to TikTok duets.
Overall, TikTok has pushed other social platforms to embrace short-form video and provide creators with more tools for editing and remixing content. Its impact on the social media landscape is clearly evidenced in how rival platforms have adopted TikTok-esque features and formats.
The Future
TikTok has experienced massive growth and popularity, becoming one of the most used social media platforms in the world. But where does it go from here? There are several key areas to watch with TikTok’s future:
Continued Growth and Expansion: As of 2023, TikTok has over 1 billion monthly active users. With its growth trajectory, it’s likely to continue expanding, potentially reaching billions of users. TikTok is continuing to enhance features and roll out to new markets.
Regulation and Privacy Concerns: As a Chinese-owned app, TikTok faces heightened scrutiny, especially in Western countries like the US. There are concerns around data privacy and censorship. TikTok could face increased regulation from governments to address these issues. For example, TikTok was banned in India over data concerns.
Monetization: TikTok has huge potential for advertisers and is aggressively expanding its ads platform. More brands will likely leverage TikTok for influencer sponsorships and paid advertising. But TikTok needs to balance monetization with maintaining its fun, authentic feel.
Competition with Other Platforms: TikTok poses a major threat to platforms like Instagram and YouTube, competing heavily for younger users’ attention and content creators. Other apps will likely emulate TikTok’s features. But TikTok’s core algorithm and FYP give it a strong advantage.
New Features and Products: TikTok is constantly rolling out new features, like longer videos, reactions, and ecommerce. It’s also expanding into new products like live streaming. TikTok will likely continue innovating in these areas to engage users.