TikTok has exploded in popularity over the last few years, especially among teenagers and young adults. However, concerns have been raised about how much data and information TikTok collects from its users. So is TikTok really tracking you and should you be worried?
The short answer is yes, TikTok does track its users’ data and activity on the app. However, the extent of the tracking is similar to other major social media platforms like Facebook and Instagram. And like those platforms, TikTok states that it uses the data it collects to improve the user experience, target ads, and comply with regulations.
What does TikTok track?
Here are some of the main types of user data TikTok collects:
- Profile info – When you create a TikTok account, you provide basic info like your age, username, profile photo, etc. TikTok stores this data tied to your account.
- Videos watched – TikTok logs all the videos you watch, how long you watch them, whether you engage with them, etc.
- In-app activity – Actions like liking, commenting, sharing, following accounts, etc. are all tracked.
- Device and connection – Information like your device type, operating system, mobile carrier, IP address, etc. are collected.
- Location data – TikTok accesses your device’s location services to determine your real-world location while using the app.
- Interactions – TikTok records who you interact with, content you create, messages sent, and more.
In addition to this data from your use of TikTok, they also obtain some information from third-party platforms. For example, if you sign up for TikTok using your Google or Facebook account, some basic info from your profiles on those platforms may be shared with TikTok.
How does TikTok use your data?
According to TikTok’s privacy policy, they use your data for purposes like:
- Personalizing your feed – Using your watch history and interactions to recommend videos for your For You feed.
- Serving targeted ads – Advertisers select demographics, interests, and behaviors to target their TikTok ads.
- Providing measurement analytics – TikTok analyzes user data to provide brands and creators analytics on their content performance.
- Improving the app – Identifying trends and usage patterns to improve features and optimize the user experience.
- Enforcing community guidelines – Analyzing content and interactions to detect rule violations on the platform.
The company states that they do not sell or share user data with third parties, except in cases required by law or to secure the TikTok platform. Advertiser targeting for ads happens through their self-serve ad platform without exposing user info.
Should you be worried?
The extent of TikTok’s tracking is comparable to most other major social and mobile apps. And they seem to use the data in typical ways to fuel their advertising business model and improve the user experience.
However, some particular concerns around TikTok include:
- Chinese ownership – TikTok’s parent company ByteDance being based in China raises questions around government access to TikTok’s data troves.
- Younger user base – Heavy use by teenagers makes the large-scale collection of their data concerning for parents and privacy advocates.
- Addictive algorithms – TikTok’s highly effective video recommendation system could manipulate users and their data without realizing it.
So there are valid reasons to be cautious in terms of how much personal data you share on TikTok. But the tracking itself is not exceptionally worse than other platforms. Being mindful of privacy settings, avoiding oversharing personal info, and using the app in moderation are good practices on TikTok as with any social media.
How to minimize TikTok tracking
If you want to proactively limit how much TikTok can track you, here are some steps you can take:
- Avoid connecting other accounts like Facebook or Twitter which gives TikTok access to more of your data.
- Turn off access to your contacts list and phone’s location services for the TikTok app.
- Set your account to private so your profile and videos are not public.
- Clear your watch and search history regularly so TikTok loses your data trail.
- Turn off personalized ads which rely on tracking your info and activity.
- Be selective in liking, commenting, and engaging to reveal less about your interests.
Keeping these tips in mind can help you enjoy TikTok more responsibly and with greater privacy. But ultimately, extensive tracking is embedded in their platform, so avoiding it entirely requires abstaining from the app altogether.
Parental controls
For parents concerned about TikTok’s data collection from their underage teens, TikTok does provide some parental control options like:
- Restricted mode – Limiting content that may be inappropriate for younger audiences.
- Screen time management – Setting daily limits on usage time.
- Direct messages – Restricting messaging with others on the platform.
- Disabling downloads – Preventing saving or sharing out videos from the app.
While this does not limit tracking itself, it can help parents monitor and control their child’s TikTok activity and exposure to themselves and others on the platform. But open conversations around privacy and responsible social media use are equally important.
The bottom line on TikTok tracking
TikTok does extensively track user data and activity within their app for advertising and product development purposes. However, this is comparable to most other major tech and social media companies today. While younger users and privacy advocates have valid reasons to be cautious, TikTok tracking is not extraordinarily worse than the status quo for online apps. Being informed about their practices, limiting shared info, and using parental controls can help concerned users have a safer experience.
