What is TikTok?
TikTok is a social media app where users create and share short videos.1 It launched in September 2016 in China under the name Douyin and exploded in popularity. Within a year, it had over 100 million users.2 Douyin was then launched internationally under the name TikTok in 2017. Since then, TikTok’s growth has been astronomical. As of 2023, TikTok has reached over 1.5 billion monthly active users globally and was the most downloaded app of 2022.1 It’s estimated that over 1 billion people use TikTok every month. The app’s simplistic interface and powerful algorithm make it easy for users to quickly create and share fun videos while discovering new creators and trends. This has fueled TikTok’s massive rise, transforming it from a Chinese startup to one of the biggest social media platforms in the world in just a few short years.
TikTok as a Mobile App
TikTok is available as a mobile app for both iOS and Android devices. It can be downloaded for free from the Apple App Store and Google Play Store. As of 2024, TikTok has been downloaded over 4.1 billion times globally across iOS and Android devices (1).
Some key stats about TikTok’s popularity as a mobile app:
- It was the 7th most downloaded app worldwide in 2020 (1)
- TikTok was downloaded 850 million times in 2020 globally (2)
- The countries with the most installs in 2022 were India at 177.5 million, USA at 65 million, and Indonesia at 58 million (3)
TikTok’s rise as a mobile app sensation has been rapid. Considering it launched in 2016, it has quickly become one of the most downloaded apps worldwide across iOS and Android devices.
Features of the TikTok Mobile App
The core feature of the TikTok mobile app is the ability to create and share short videos, usually between 15 seconds and 3 minutes long. Users can film new videos straight from the app or upload existing ones from their camera roll (Buffer, 2022).
TikTok makes it easy for anyone to create professional-looking videos in just a few taps. Built-in editing tools allow users to trim clips, stitch multiple clips together, add music and sound effects, apply video filters and visual effects, and include captions or text overlays (Influencer Marketing Hub, 2024). The app provides a vast library of licensed music clips and sounds that can be easily added to videos.
Once a video is created, users can publish it to their TikTok feed where it can be discovered and watched by the wider TikTok community. The platform is designed for virality – using TikTok’s recommendation system, users are served a never-ending stream of short video content tailored to their interests and engagement.
TikTok Website
While TikTok is primarily known as a mobile app, there is also a website version at https://www.tiktok.com. The TikTok website allows limited functionality without downloading the app, letting users view and share videos as well as search for creators and hashtags. However, to create an account, upload videos, comment, and access the full experience, users need to download the mobile app.
The TikTok website showcases trending videos and top creators much like the app. Users can watch, like, and share videos without logging in. However, creating an account on the website simply allows bookmarking videos. Uploading videos, going live, using effects, and other core features require the mobile app.
So the TikTok website acts as more of a viewing portal rather than a full-featured social media platform. It provides a glimpse of TikTok for desktop users before encouraging them to download the mobile app for content creation and engagement. The website and app complement each other in providing access across platforms.
Differences Between App and Website
The TikTok mobile app offers the full set of features, while the website has limitations. One key difference is that users can only record and upload videos through the mobile app, not on the website. As noted by Metricool, “the main difference with the TikTok mobile app is the ability to record videos. As we have mentioned, in the web version, you can upload your videos, but you cannot record anything directly.”
Additionally, TikTokPros explains that “while there is a desktop version, it has many limitations. Mobile provides the full feature set and typically a better experience for the user.” The algorithmic For You feed is also superior in the mobile app, tailored to each user through their engagement. As described on Reddit, “my theory is that TikTok deliberately gives a worse experience on desktop because it’s so easy to install adblockers on browsers while nearly impossible on mobile.”
In summary, the TikTok mobile app unlocks the full interactive experience as intended by TikTok, including video creation tools, personalized recommendations, and overall engagement. The website offers convenience but lacks core features and customization only available in the native app.
Advertising on TikTok
TikTok offers a variety of ad formats for businesses to reach its large user base. One of the key ad formats is sponsored hashtags, where brands can promote a hashtag to amplify content and increase engagement. When users click on a sponsored hashtag, they will see a branded hashtag challenge page showcasing related content. This allows brands to curate content and tell their story in an authentic way.
According to Oberlo, TikTok’s ad revenue is projected to hit $11.6 billion in 2021. This number is expected to grow to $17.2 billion by 2024 as more marketers allocate budgets to the platform.[1] TikTok’s immersive ad formats like sponsored hashtags make it highly appealing for brands aiming to creatively engage younger demographics.
User Demographics
TikTok’s user base skews very young. According to recent research, the largest proportion (25%) of US TikTok users are between the ages of 10 and 19. In fact, 47.4% of TikTok users are under 30 years old. An overwhelming 60% of TikTok users are from Generation Z, born between 1997 and 2012.
TikTok is massively popular among teenagers, but usage drops off among older demographics. Only around 26% of TikTok users are between the ages of 25 and 44. The platform has struggled to gain traction among users over the age of 35.
In summary, TikTok is primarily used by teenagers and young adults. The user base skews very young, with a majority coming from Generation Z.
Cultural Impact
TikTok has had a major impact on pop culture and trends, largely through the popularity of viral dance challenges and memes. Some of the most well-known dance challenges that originated on TikTok and became hugely popular include the Renegade, M to the B, and Savage challenges (The influence of TikTok on popular culture, 2021). These challenges typically involve users creating short dance videos set to popular songs. They spread rapidly on TikTok, with millions of users participating in the trends. According to one source, the Renegade dance challenge had over 5 billion views just on TikTok (The biggest ways TikTok has changed American culture, 2023).
In addition to dance challenges, TikTok has given rise to many viral memes and jokes. Memes often spread through popular sounds and effects on the app, with users participating in the joke or trend through their own videos. TikTok memes like “It’s Corn!” and “One Thing About Me” have become embedded in mainstream pop culture (THE POWER AND IMPACT OF TikTok on Pop Culture, 2022). Overall, TikTok’s impact on trends and viral content has shaped internet and youth culture.
Controversies
TikTok has faced scrutiny over moderation and privacy concerns. There are worries that the app’s moderation is inconsistent, failing to adequately protect young users from inappropriate content. Critics argue TikTok’s privacy protections are weaker compared to platforms like Facebook or Instagram.
In 2019, TikTok was fined $5.7 million by the FTC over allegations it illegally collected personal information from children under age 13 without parental consent. This sparked further criticism of how the app handles user data privacy and protections, especially for minors.
There are also fears TikTok censors content deemed politically sensitive by the Chinese government. An investigation by The Guardian in 2019 found TikTok instructed moderators to censor videos mentioning Tiananmen Square, Tibetan independence, or banned religious groups in China.
In response, TikTok claims they do not remove content based on sensitivities around China and that the app does not operate in China. However, concerns persist over whether ByteDance exerts any editorial control, or if data from TikTok’s international users could end up in the hands of the Chinese government.
The Future of TikTok
TikTok will face stiff competition from other major social media apps in 2024 and beyond as it continues its rapid growth. Apps like Instagram, YouTube, and Snapchat all attract similar demographics and will be vying for users’ attention. TikTok will need to continue innovating with new features and tools to maintain its popularity, especially among younger users. It will also need to find additional revenue streams, potentially through ecommerce or advertising, to fund growth and compete with the larger social media rivals. While TikTok experienced meteoric growth so far, sustaining that momentum long-term while going head-to-head with tech giants will be a major challenge.
