TikTok is a rapidly growing social media platform focused on short form videos. Since launching globally in 2018, TikTok has been downloaded over 3.3 billion times and has over 1 billion monthly active users [1].
While fun and entertaining, concerns have emerged recently over the types of user data TikTok collects and shares. TikTok collects a wide range of data points about its users including profile information, user generated content, watch history, contacts, device data and more. There are concerns around how secure this data is, who has access to it, and whether TikTok’s parent company ByteDance retains access despite TikTok now being run by a U.S. based company [2].
This article will provide an in-depth look at the various types of user data TikTok collects and the associated privacy concerns.
User Profile Information
TikTok collects a substantial amount of personal information for user profiles, including username, password, email address, phone number, and bio. Users are required to provide an email address and phone number when signing up for an account. The profile also contains a profile photo and video uploaded by the user, which provides information about their appearance and personality.
TikTok accesses location data through GPS, wireless networks, cell tower locations, and IP addresses, according to their privacy policy. Location services must be enabled for full use of the app. TikTok states location data assists with content personalization, ads, creators payments, anti-fraud efforts, and legal processes. However, privacy advocates argue extensive location tracking could reveal sensitive information about individuals.
User Content
TikTok stores all the content that users create and upload like videos, captions, comments, and messages. According to TikTok’s privacy policy, “the content you create, upload, post, send, receive, and store on or through our Service” is collected and stored by the company.
This includes the actual video footage captured through the app, any captions or text added to the videos, and any comments made by the user on their own or others’ videos. TikTok also stores private messages sent between users through the app’s messaging feature.
In addition to content directly created in the app, TikTok also stores information about videos, captions, and other content that a user has liked, shared, or saved within the app. This data helps TikTok understand user preferences and connections to tailor content recommendations.
According to an investigation by BuzzFeed News, internal TikTok documents revealed that as of 2021, videos, drafts, and messages sent in-app were encrypted when stored by TikTok [1]. However, TikTok has not clarified if this encryption applies to all types of user content.
Device Data
TikTok collects a significant amount of data about the device used to access the app. This includes the device type and model, such as an iPhone 12 or Samsung Galaxy S21. The operating system and version, like iOS 15.2 or Android 12, are also collected. Specific device settings like language, time zone, and screen resolution are gathered as well.
The IP address assigned to the device is tracked, which can reveal location at a city or ZIP code level. TikTok also collects data on the mobile carrier being used, like Verizon or AT&T. According to a study by The Guardian, TikTok’s data collection is so extensive that it could potentially determine what floor of a building a user is on based on altitude sensors in smartphones.
By gathering extensive device details, TikTok can better understand its users and tailor content recommendations and advertising. However, the granularity of some data collected raises privacy concerns.
Watch History
TikTok collects and stores extensive data on a user’s watch history, including every video viewed, search terms used, and timestamps of viewing activity. This allows TikTok to analyze user interests and habits in depth. According to TikTok’s privacy policy, they may store information about videos watched, including duration, shared, liked, commented on, and more.
Specifically, the watch history data contains details on each video interacted with, including the video ID, duration watched, timestamp, was the sound on, did you share it, did you like/comment, etc. You can request to download your TikTok watch history data and get a comprehensive report showing your full timeline of watching and interacting with videos on the app. This data is stored indefinitely unless deleted, and provides TikTok extensive insight into user preferences and engagement.
The watch history allows TikTok to understand how long you spend on each video, which ones you skip, and overall patterns of your viewing behavior and tastes. This data enables highly customized video recommendations and ad targeting. Some users may find the amount of watch history data collected intrusive, while others appreciate the personalized recommendations it enables. Nonetheless, TikTok’s storage of watch history shows the depth of data collected about user activities on the platform.
Analytics Data
TikTok collects a wide range of analytics data on users to understand usage patterns and optimize the platform. This includes:
Usage statistics – TikTok tracks metrics like number of views, likes, comments, shares, followers and account growth over time. This allows them to surface popular content and identify influencers.
Traffic sources – TikTok analyzes where traffic to videos is coming from, whether it’s within the app, external websites or social platforms. This helps them identify how content spreads.
Ad performance metrics – For businesses running ads, TikTok provides data on impressions, clicks, conversions, audience demographics and more. This enables businesses to optimize their ad campaigns.https://social-media24.pl/sk/tiktok-marketing-how-to-create-a-successful-strategy-in-2023/
Contacts and Network
TikTok accesses users’ phone contacts and builds a network map of their friends and followers on the platform. According to CNN, TikTok has access to users’ phone numbers, call and text logs, and contacts [1]. The app can match phone numbers in a user’s address book with other users on TikTok to suggest friends to follow. This gives TikTok visibility into a user’s extended social network beyond just who they directly follow on the app.
TikTok uses friend graphs to understand social connections and recommend content. According to a report by dot.la, TikTok builds maps of followers and friends to determine how videos spread between social groups [2]. This network data provides insights into how viral trends and challenges spread on the platform.
Cookies and Tracking Tools
TikTok makes extensive use of cookies and pixel tags to track user behavior both on and off the platform. The platform’s cookie policy indicates they use first-party and third-party cookies for purposes like analytics, personalization, advertising, and security.
Some of the main tracking tools TikTok employs include:
- First-party cookies to recognize users, remember preferences, and analyze usage.
- Third-party cookies from measurement and advertising partners.
- Pixel tags and SDKs that allow tracking across websites and apps.
- Persistent identifiers to connect device data with user profiles.
As noted in their pixel documentation, TikTok pixels enable detailed analysis of ad performance, optimization, and personalized targeting. The company states third-party cookies are always enabled, providing substantial tracking even when users are logged out.
Biometric Data
TikTok collects users’ biometric data like faceprints and voiceprints for the purpose of facial and voice recognition. This data can be used to identify users and access other personal information. According to a class action lawsuit filed under the Illinois Biometric Information Privacy Act, TikTok collects biometric identifiers without providing notice or obtaining consent as required by the law (Source 1). The lawsuit alleges that TikTok captures face geometry scans and voiceprints when users create videos on the app. This data is then used to improve TikTok’s facial and voice recognition capabilities.
In addition to facial and voice recognition data, some experts speculate that TikTok may collect users’ keystroke dynamics and patterns. This refers to analyzing the way users type based on the rhythm, speed, and pressure applied to keys when typing. While not confirmed, collecting keystroke data could help TikTok identify and track users across devices (Source 2). Keystroke dynamics are considered personally identifiable information that users may not be aware is being collected.
Conclusion
In summary, TikTok collects and stores a wide variety of user data, including profile information, user content, device data, watch history, analytics, contacts, cookies and biometrics. This data helps TikTok provide personalized recommendations, target advertising, and analyze usage patterns.
While TikTok states they protect user data through encryption and access controls, there are still valid privacy concerns given the app’s Chinese ownership and broad data collection. Users have limited visibility into how their information is used or shared.
If concerned about privacy, users can adjust settings to limit data collection. Turning off ad personalization prevents usage history from informing ads. Restricting analytics provides less data for profiling. Users can also refrain from granting optional permissions like contacts access during signup. Periodically deleting the app also clears stored data. Overall, being informed on TikTok’s data policies and utilizing available privacy controls can help users manage their information.
