TikTok exploded in popularity in recent years, becoming one of the most popular and fastest-growing social media platforms in the world. As of 2022, TikTok had over 1 billion monthly active users globally, with huge growth in the US market where it hit 100 million users that same year (Source 1). TikTok’s user base skews young, with around 60% of current users being between the ages of 10 and 29 (Source 2).
With its massive popularity and youthful user base, TikTok has faced calls for greater protections for younger users. Some have suggested introducing an adults-only version of the platform, which would provide additional control over mature or explicit content. There have been discussions around TikTok launching a separate 18+ platform, though the company has not officially confirmed plans to do so.
Reasons for an 18+ TikTok
Some have proposed creating an 18+ version of TikTok to allow more mature content that may not be appropriate for younger users on the main platform. As TikTok’s community guidelines state, “We are mindful that certain content may not be appropriate for young people, may be considered offensive by some, or may create the potential for exploitation.” An adult version could provide a space for this type of content while keeping it separate from the main TikTok experience.
Additionally, an 18+ TikTok could provide adults an alternative social media option tailored more specifically to their interests and maturity level. The main TikTok platform skews young, with over 60% of users aged 24 and under. An adult version may better cater to topics and conversations relevant to older audiences.
What TikTok has said
TikTok has not made any official statements about launching an 18+ version of the platform. However, in a recent blog post, TikTok announced new features aimed at enhancing safety for younger users under 18 years old. These include automatically enabling Family Safety Mode for 13-15 year olds, restricting direct messaging and preventing the uploading of videos for 16-17 year olds, and setting 60-minute daily screen time limits for all users under 18 (TikTok Newsroom).
While not directly commenting on an adult only version, these measures indicate TikTok is focused on further segmenting their platform by age. TikTok’s Head of Safety Public Policy Americas, Eric Han, stated “we want to foster an age-appropriate experience” in relation to these newly announced safety features. However, TikTok has not provided any confirmation regarding launching a separate 18+ section at this time.
Potential benefits
One potential benefit of an 18+ version of TikTok is that it could allow for a wider range of content creators and topics that appeal to adult audiences. On a platform designated 18+, creators would have more freedom to explore mature themes without worrying about younger viewers. This could attract established creators who want to expand into more adult-oriented content without leaving TikTok’s ecosystem and community. According to research, creators often benefit from having the ability to diversify their content across general and adult-specific platforms.
An 18+ TikTok could also drive increased engagement from older demographics who may be drawn to content not suitable for younger users. TikTok’s current audience skews quite young, so an adult version could help them better compete with platforms like Instagram that have broader age appeal. This expanded audience could increase ad revenue opportunities as well.
Finally, launching an adult TikTok would allow the platform to match offerings from competitors like OnlyFans that already have thriving adult creator communities. Providing a dedicated space for mature content could help TikTok retain creators seeking that option while allowing them to maintain their brand presence under one roof.
Potential risks
Launching an 18+ version of TikTok could pose several risks that the company would need to address. First, an adult section would require much stricter content moderation to prevent illegal or unethical material from being posted (source). TikTok already struggles with content moderation and an 18+ section could multiply those challenges.
There are also concerns around the spread of adult content and controversies it could generate (source). Critics worry an adult section could expose underage users to inappropriate material or enable predatory behavior. TikTok would need robust age verification and privacy controls to mitigate these risks.
An 18+ offering could also negatively impact TikTok’s brand image as a platform for short, entertaining videos (source). Some brands may avoid advertising partnerships if the content becomes too controversial or explicit. TikTok would need to carefully consider the implications for its brand before launching an adult platform.
User authentication needs
To implement effective age verification on an 18+ version of TikTok, the platform would need robust authentication methods. Simply having users enter their age or date of birth would be insufficient, as minors could easily lie to bypass the age restriction. More secure options according to https://www.ncsl.org/technology-and-communication/social-media-and-children-2023-legislation include:
– Requiring users to upload a form of government ID to confirm their age
– Using third-party age verification services that cross-reference public records
– Requiring a credit card or other payment method to sign up, as these require proof of age
– Partnering with mobile carriers to authenticate users against existing cell phone account info
Privacy considerations would need to be weighed, as uploading IDs or other personal info raises data security issues. The platform would need to ensure user data is encrypted, securely stored, and not misused. Consent would be required for any third-party age checks. Overall, a balanced approach can allow effective age screening while minimizing intrusive data collection according to https://www.linkedin.com/posts/joshua-j-williams_what-key-skills-does-the-firm-look-for-in-activity-7008752468029231104-TvY7.
Monetization opportunities
An 18+ version of TikTok could open up new monetization opportunities for the platform and its creators. Two potential sources of revenue include:
Ad revenue from adult-focused brands – TikTok could allow 18+ advertisers like adult toy companies, gentlemen’s clubs, and adult content sites to run ads on the 18+ section of the app. This would provide a major new source of ad revenue. Research shows adult ads often have higher rates and better conversion than mainstream ads.
Paid subscriptions – TikTok could offer exclusive adult content through a paid subscription model. This would allow adult creators to monetize their content while users pay for premium access. Studies show paid subscriptions for adult content have proven successful on other platforms like OnlyFans.
Marketing an 18+ Platform
TikTok would need to implement targeted marketing strategies to promote an 18+ platform and attract its intended mature audience. Some effective tactics could include:
Targeting adult-focused influencers and content creators to produce exclusive material for the 18+ platform. TikTok could partner with popular adult stars to showcase provocative content and highlight unique features.
Using age-gated ads on websites and apps frequented by adults. TikTok could place banner ads on adult sites along with tailored social media promotions aimed at users over 18.
Promoting unique benefits like racymaterial not found on the main TikTok app. Marketing campaigns can tempt mature users by promising exclusive racier content.
Leveraging affiliate and incentive programs. TikTok could offer affiliate commissions to adult sites that drive new users to the 18+ platform. Referral bonuses and free trial periods could also attract signups.
Emphasizing privacy and safety features that protect mature audiences. TikTok can proactively address potential concerns by touting strong moderation, verification, and data protection specific to the 18+ version.
Overall, strategic marketing focused on adults could help TikTok successfully launch and grow an exclusive 18+ platform tailored to this demographic. However, the company would need to ensure compliance with regulations around promoting mature content online (Source).
Examples from competitors
Other social media platforms have implemented ways to handle adult content separately from their main services. For example, Facebook launched Facebook Dating in 2019 which requires users to be 18+ and opt-in to use the dating features [1]. Instagram and Facebook also give users the ability to restrict sensitive content from appearing in search results or recommendations in their main feeds.
Snapchat launched a separate Snapchat+ subscription in 2022 that unlocks features like seeing your friends’ locations on a map and accessing exclusive filters and reactions. It also enables more mature content. Reddit has always allowed NSFW subreddits that are kept separate and require opting in to view [2].Twitter permits some adult content but aims to censor graphic nudity.
These examples show platforms finding ways to cater to adult interests while keeping general audiences protected. Key success benchmarks are strictly requiring user authentication and age verification, keeping adult features separate with clear opt-in requirements, strong content moderation, and meeting demand while limiting risks.
Conclusion
In summary, there has been speculation about TikTok launching an 18+ version of its platform, but no official confirmation from the company yet. Potential benefits could include tapping into a lucrative adult content market and better segmenting audiences. Risks and challenges include content moderation at scale, verifying users’ ages, and maintaining brand reputation. While competitors like OnlyFans already operate in this space, TikTok’s massive userbase and growth make an 18+ version enticing but complicated.
The likelihood of an 18+ TikTok version launching soon seems low at this point, given the many hurdles and TikTok’s strategic priorities. However, the concept remains intriguing and it could allow TikTok to expand its market. If executed responsibly, an adult version could lead to significant new revenue streams. But TikTok will have to proceed very cautiously to avoid brand damage if it decides to test these waters. Overall, an 18+ pivot seems premature but not entirely out of the question long-term as TikTok continues maturing.
