In recent years, the short-form video app TikTok has experienced massive growth in popularity, becoming one of the most widely used social media platforms globally. As of August 2020, TikTok had over 100 million active monthly users just in the United States, with over 2 billion downloads worldwide. The app allows users to create and share short videos set to music, often using fun filters and effects.
One of TikTok’s most popular features is its wide variety of filters that allow users to transform their appearance and videos’ visual style. There are filters that add makeup, change hair color, warp backgrounds, overlay graphics and text, and more. However, not all of TikTok’s large library of filters is available to every user. Depending on factors like location and age, certain filters may be restricted or unavailable.
TikTok’s Global Growth
TikTok has seen a massive increase in popularity and global expansion over the past few years. According to Business of Apps, TikTok reached 1.5 billion monthly active users in 2023, representing a 16% increase from the previous year. As of the fourth quarter of 2023, TikTok had over 465 million monthly active users just in India and 267 million in the United States. Backlinko reports that TikTok’s global monthly active users have grown an astonishing 1,157.76% since launching in 2017.
TikTok was the most downloaded non-gaming app worldwide in 2021, accumulating more than 656 million downloads that year according to Sensor Tower. It surpassed 3 billion lifetime global downloads in the first half of 2021. The app’s growth has been fueled in part by the COVID-19 pandemic, as more people spent time on their mobile devices during lockdowns.
Regional Differences
TikTok tailors content to different regions and countries based on local laws, cultural norms, and user preferences. For example, some filters or effects may be more popular in certain areas. TikTok has observed many region-specific trends and adapts the app accordingly (https://www.tiktok.com/@landontalks/video/7315175236066872606).
Some examples of regional differences on TikTok include dances that emerge in specific countries like Korea or the US and then spread globally. Sounds and music also trend differently based on the region. During the World Cup, country-specific fan filters were enabled. Certain holidays like Diwali have special stickers and effects in India. Even the For You feed shows regionally tailored content.
TikTok notes major differences between Western markets like the US and Europe compared to many Asian countries. Culturally relevant filters and stickers resonate more locally. Hashtags also emerge based on events happening in different countries (https://www.tiktok.com/discover/american-regional-differences).
By recognizing and supporting region-specific trends, TikTok provides a more customized experience. However, filters enabled in one area may not be available in another due to regional sensitivities.
Limitations Due to Laws and Regulations
TikTok has faced restrictions and bans of certain filters in some countries due to local laws and regulations. For example, in 2020, Pakistan banned the app for several months due to “inappropriate content” before reinstating it after TikTok assured moderation of content (1). India banned TikTok briefly in 2019 and again for nearly six months in 2020 over cybersecurity and privacy concerns before lifting the ban (2).
Some countries have banned or restricted filters related to LGBTQ issues or that could be considered sexually suggestive. For instance, Russia required the app to remove content promoting “non-traditional sexual relationships” (3). In Turkey, authorities restricted some filters referring to the LGBTQ community after claims they violated morality and customs (4).
TikTok has also faced pressure to limit filters that could promote harmful body image ideas or dangerous challenges. For example, Denmark requested the app remove a filter making users appear severely underweight (5).
While regional bans are often temporary, they can limit availability of certain filters that run afoul of local laws or cultural norms. TikTok must balance its global reach with adhering to diverse regulations and restrictions.
(1) https://en.wikipedia.org/wiki/Censorship_of_TikTok
(2) https://apnews.com/article/tiktok-ban-privacy-cybersecurity-bytedance-china-2dce297f0aed056efe53309bbcd44a04
(3) https://mashable.com/article/tiktok-ban-countries
(4) https://mashable.com/article/tiktok-ban-countries
(5) https://mashable.com/article/tiktok-ban-countries
Age Appropriateness
TikTok aims to provide an age-appropriate experience for all users on the platform. The company has strict policies and controls in place to protect younger users under the age of 13 (TikTok Help Center).
Some filters and effects are restricted for younger audiences under 18. These filters employ advanced AI and AR technology that may not be suitable for minors (Guardian’s Guide). For example, certain beauty filters that alter facial features are limited to adult users over 18.
For users under 13, TikTok automatically defaults them to a restricted ‘Younger Users’ experience. This limits their exposure to inappropriate content and commenting abilities. However, they can still view curated videos and content (Pocket-lint).
Celebrity Branded Filters
Some of the filters that are unavailable on TikTok are celebrity branded filters that are launched temporarily as part of sponsored campaigns [1]. These are special augmented reality filters created in partnership with celebrities and influencers to promote their brands, albums, shows or films.
For example, Selena Gomez launched a custom filter to celebrate her Rare Beauty brand which allowed users to try on virtual lipsticks and eyeshadows [2]. Reality star Kylie Jenner created a filter that applied her signature makeup look to promote the launch of her skincare line. Luxury fashion houses like Prada have also sponsored AR filters timed with new collection debuts. Fans can use these for a limited period before they are removed from the app.
Sponsored celebrity filters help promote brands through TikTok’s innovative AR technology. Their temporary availability adds to the excitement and drives engagement. But it means they are no longer accessible after the campaign ends.
Testing and Rolling Out New Filters
TikTok tends to test new features, including filters, in specific markets before rolling them out globally. As reported on TikTok’s Creator Portal, “Text-to-Speech, Avatars, and More New Features on TikTok” were initially launched in select markets in June 2022. This allows TikTok to gather feedback and refine features before making them widely available.
According to an article from Ignite Social Media, “New TikTok Features that Brands Should Know About,” TikTok takes a measured approach to rolling out new capabilities over time. For example, TikTok’s Green Screen ad format was first tested in select Asian markets in 2021 before expanding globally in 2022. Filters likely follow a similar gradual release schedule.
By methodically testing and iterating on new filters, TikTok can improve performance and compatibility before enabling the features for all users worldwide. This staged approach allows them to address any issues efficiently at smaller scale.
Limitations of Filter Technology
While TikTok’s filters showcase advanced image recognition and generative AI capabilities, the technology does have some limitations. On older or lower-end devices, the processing power and camera capabilities may not be sufficient to apply filters smoothly or accurately. TikTok recommends using “a device with at least 2 GB of RAM and running Android OS 8.0 or higher” for the best filter experience (source).
The image recognition capabilities of filters are also constrained by the training data and algorithms used. For example, some filters may not work as well on certain skin tones or facial structures if those were underrepresented in the training data. Effects relying on generative AI can also exhibit bias or artifacts. As TikTok develops more advanced and inclusive filters, reducing these technical limitations remains an ongoing challenge.
User Feedback and Engagement
TikTok closely monitors how users engage with the various filters available on the platform. User engagement metrics like how often a filter is viewed or used, as well as likes, comments, and shares on videos utilizing certain filters, provide valuable insight. If TikTok notices low engagement with a particular filter over time, they may choose to remove it from the available options.
As this TikTok Newsroom article explains, TikTok has tools allowing users to filter comments and control their own experience. The platform similarly analyzes user feedback and interactions at a broad level to shape the user experience. Removing filters with consistently low engagement helps keep the app experience focused on the most popular, fun, and relevant options.
Just as users can filter the comments they see, TikTok filters out underutilized features based on data and testing. As new filters are developed and tested with users, TikTok monitors engagement metrics to decide if the filter is worth rolling out more widely or removing. This provides a tailored, audience-driven selection of filters for each region.
Conclusion
In summary, there are a variety of reasons why certain filters may not be available on TikTok for all users. The main factors are regional differences in laws and regulations, considerations around age-appropriate content, testing and staged rollouts of new filters, limitations of the technology behind filters, and user engagement data driving decisions.
While the unavailability of some filters can be frustrating for users, TikTok seems to take a measured approach when deciding which features to offer in each market. By considering legal compliance, cultural norms, technical constraints, and user feedback, TikTok aims to provide a safe, enjoyable, and personalized experience for its diverse global community. While the selection of filters may vary, TikTok’s success lies in adapting its platform to align with local expectations while retaining the creativity and fun at the heart of the app.