Brief History of TikTok
TikTok was launched in 2016 by the Chinese tech company ByteDance. ByteDance acquired the app Musical.ly the same year and merged it with their existing short-form video app Douyin to create TikTok as we know it today (Research Handbook on Visual Politics, 228). In 2018, TikTok expanded globally beyond China and has since grown to become one of the most popular social media platforms in the world.
Core Functionalities
One of TikTok’s core features is enabling users to create and share short-form videos, typically 15 seconds to 1 minute long. The app makes it easy for users to shoot, edit, and post videos showcasing their creativity through dances, comedy sketches, challenges, and more. Users can add effects, filters, music, and text overlays to enhance their videos.
According to the New York Times, the bite-sized video format contributed to TikTok’s rapid growth, as it allowed users to pack creativity into compact videos optimized for mobile devices. This contrasts with the drawn-out videos commonly found on YouTube and Facebook.
TikTok focuses exclusively on short videos, distinguishing itself from other social media apps. The constraints of 15 seconds to 1 minute challenged creators to produce concise, engaging content. TikTok’s tools make it easy for anyone to become a creator, not just experienced video producers.
Content Creation
One of the key features of TikTok is the built-in tools it provides users for creating and editing video content right within the app. TikTok has a robust set of editing features that allow users to get creative with their videos.
TikTok provides standard editing tools like trimming videos, adding text overlays, inserting stickers and images, and splicing clips together. But it also includes more advanced features like green screen effects, split screens, and picture-in-picture (TikTok Tools You Need to Start Using Today).
Users can add a wide array of visual effects like filters, AR lenses, and visual effects to alter the look and feel of videos. There are hundreds of different effects and filters to choose from, allowing creators to get very creative with the visual style of their content.
TikTok also provides tools to adjust audio, like volume levels, clipping, pitch changes, voice effects, and the ability to use both original and royalty-free music. The variety of editing and effects options on TikTok make it easy for users to put together engaging, high-quality videos using just their mobile devices.
Sharing and Discovery
The TikTok recommendation algorithm is integral to sharing and discovering new content on the platform. The algorithm determines which videos appear on a user’s For You feed based on their interests and interactions. According to an article by Hootsuite, the For You feed makes up around 80% of a user’s time on TikTok. The algorithm analyzes numerous factors to populate this feed, including video information, user interactions, device/account settings, and more.
Some key factors of the For You algorithm outlined in a Medium article by James Han include: watch time, likes, comments, shares, finishes, and clicks. Han explains that the algorithm finds patterns between these metrics to determine which types of videos to recommend next. Additionally, it considers negative signals like quickly scrolling past a video. According to a New York Times article, the algorithm looks at every 0.5 seconds of a video to analyze what content is resonating. This granular approach helps serve hyper-relevant videos in the For You feed.
Interactions
One of the key features that sets TikTok apart is the highly interactive nature of the platform. Users can engage with videos in a variety of ways.
The Duet feature allows users to create a split-screen video reacting and responding to another user’s video. This opens up creative opportunities for collaboration, parody, reaction videos and more. Duets help spread viral videos further as users put their own spin on popular content (Source).
Reactions are TikTok’s equivalent of “liking” a video. Users can tap the heart icon to show appreciation and support for a video. Video creators can see how many hearts a video has received. Reactions help boost engagement and visibility (Source).
Comments allow users to provide feedback and participate in conversations under videos. Comment threads often become communities unto themselves, with inside jokes and discussions branching off the original video. Comments allow audiences to interact meaningfully with creators.
Challenges
One of the most popular ways to engage with TikTok is by participating in hashtag challenges. These are challenges that ask users to create videos based on a specific theme or format. Some of the most popular hashtag challenges include:
#LipSyncChallenge: Users create videos of themselves lip syncing to popular songs.#1
#DontRushChallenge: Users get ready and transform their look in sync with the song Don’t Rush by Young T & Bugsey.#2
#WipeItDownChallenge: Users wipe down mirrors or other surfaces to reveal transitioning outfits and looks.#3
#ThrowbackChallenge: Users recreate their favorite childhood photos as adults.
#FlipTheSwitchChallenge: Users swap clothes when the lights in a bathroom flip off and on.
TikTok challenges allow users to creatively participate in viral trends and showcase their talents. The app makes it easy to discover trending challenges with dedicated hashtags and surfaces popular videos in feeds. Challenges are a fun way for the TikTok community to bond over unique video concepts.
Live Streaming
One of the most popular features of TikTok is the ability to live stream videos to your followers in real time. The live streaming functionality allows creators to engage with their audience through live broadcasts. To go live on TikTok, users must have at least 1,000 followers and be over the age of 16. According to Restream, “If you don’t meet the requirements for TikTok live streaming, you won’t see the live button in your app.”
To start a live stream on TikTok, tap the “+” button to create a new video. If live streaming is available for your account, you will see the “LIVE” option at the bottom of the screen. Tap on it to begin streaming. Viewers can comment and interact with the broadcaster in real time. The live videos disappear after the stream ends. However, the broadcaster can choose to save the replay for followers to view later for up to 7 days.
Live streaming provides opportunities for influencers to engage their followers in new ways, host Q&As, promote products, and drive conversions. It transforms the passive viewing experience into one that feels more immediate, participatory and spontaneous. TikTok’s live streaming capabilities open up new avenues for creators to deepen connections and stand out from competitors.
Sources:
https://restream.io/blog/how-to-go-live-on-tiktok/
Advertising
One of TikTok’s key features is its in-feed native video advertising. Brands can promote their ads in the app’s main video feed, seamlessly blended between organic user content. This provides a natural, non-disruptive viewing experience.
TikTok launched its ad platform in 2019, and it has grown rapidly since. It provides advertisers a wide range of options including in-feed videos, brand takeovers, branded lenses and filters, and more. In-feed native video ads have proven extremely popular and effective.
The in-feed videos can be up to 60 seconds long. They auto-play in the main For You feed, and users have the options to like, comment on, share, follow or skip the ads. The seamless, full-screen format provides an immersive experience.
Advertisers can precisely target audiences based on demographics, interests, behaviors and more. TikTok provides robust analytics on views, engagement, clicks, follows, conversions and other metrics.1 With the app’s growing user base, in-feed native ads have become a go-to platform for reaching Gen Z and millennial consumers.
Data Privacy
TikTok has faced scrutiny over its data privacy practices. There are concerns that the app collects large amounts of user data which could be accessed by the parent company ByteDance based in China. TikTok has been accused of collecting data on users’ locations, messages, browsing history, keystrokes and biometrics (Source). However, TikTok claims that US user data is stored in the US and Singapore, not China. In 2022, TikTok admitted some employees in China can access US user data subject to “robust cybersecurity controls” (Source). There are concerns China’s government could pressure ByteDance into providing access to TikTok user data for surveillance or censorship purposes. However, TikTok asserts it would not comply with any requests that don’t adhere to US laws.
Impact on Culture
TikTok has had a major impact on internet culture and online trends. Certain songs, dances, memes, and challenges have gone viral thanks to TikTok. For example, Lil Nas X’s song “Old Town Road” became a huge hit after spreading as a meme on TikTok in 2019 [1]. The “Renegade” dance blew up on the platform in early 2020 and launched the career of teenager Charli D’Amelio. Many viral TikTok memes like the “Wipe It Down Challenge” involve users filming themselves cleaning mirrors or other surfaces in fun ways. TikTok has created a new generation of internet celebrities and influencers who have gained massive popularity through short form videos. Overall, TikTok’s impact on internet culture has been significant, reshaping how viral content spreads and creates stars.
