TikTok is a short-form video app that has exploded in popularity in recent years. The app allows users to create, share, and view 15-60 second videos across a wide variety of categories. As of 2022, TikTok has over 1 billion monthly active users worldwide.
In April 2022, TikTok introduced a new requirement that all users must have an account to view content on the platform. Previously, TikTok allowed anonymous browsing without an account. The change means users must now sign up with an email address, phone number, or third-party account in order to see TikTok videos.
According to TikTok, the account requirement was implemented to cultivate an experience that fosters community and brings people together. Requiring accounts aims to match the app’s evolution towards more entertainment and connection between creators and viewers. The change also allows TikTok to deliver a more personalized experience to each user.
Growth of TikTok
TikTok has seen meteoric growth in popularity since launching internationally in 2017. According to Backlinko, TikTok has grown its monthly active users by over 1000% between January 2018 to December 2022. TikTok hit 1 billion monthly active users globally in September 2021 according to parent company ByteDance.
In the United States, TikTok has been downloaded over 310 million times as of December 2022, with over 100 million monthly active users according to Statista. TikTok’s growth has been especially pronounced among Gen Z users, where it has surpassed tech giants like Instagram, Facebook, and Snapchat in popularity according to internal metrics reported by ByteDance.
A key driver of TikTok’s growth is its user engagement. Users spend an average of 52 minutes per day on TikTok as of 2022, more than rival platforms like Instagram and Snapchat. The addictive scrolling and algorithmic “For You” feed keep users coming back by serving up personalized short videos tailored to their interests.
Anonymity Concerns
One issue that has arisen with the growth of TikTok is the ability for users to create anonymous accounts. While anonymity provides some benefits like privacy, it also enables harassment, bullying, and the spread of misinformation without accountability (Source: https://www.quora.com/How-do-I-find-information-about-an-anonymous-TikTok-account-as-someone-from-my-school-has-made-an-account-and-uses-to-bully-people-on-there).
Anonymous users can more easily get away with abusive behavior like sending threatening messages or spreading false information. TikTok has also had issues with scam accounts using anonymity to trick users into sharing personal information or sending money (Source: https://support.tiktok.com/en/safety-hc/account-and-user-safety/avoid-fraudulent-message-attacks-on-tiktok).
By requiring accounts, TikTok is likely aiming to increase accountability and traceability of user actions. This could help curb harassment and misinformation by anonymous accounts. However, the platform will need effective reporting tools and content moderation to truly address these issues.
Data Collection
With over 1 billion monthly active users, TikTok collects a significant amount of user data to improve the app experience and target advertising [1]. Requiring an account allows TikTok to connect user data across devices and create more robust user profiles. Some of the key data TikTok collects includes:
– Basic profile information like username, profile photo, bio, and more. This helps TikTok identify users across devices.
– Watch history, likes, comments, and other engagement data. This allows TikTok to understand user interests and preferences in order to recommend relevant content.
– Device, network, and location information. TikTok uses this to optimize the app experience and target ads based on user location.
– Interactions with ads. TikTok tracks what ads users click, view, or skip to improve ad targeting [2].
By connecting engagement data to registered user accounts, TikTok can build more comprehensive interest and behavioral profiles to serve users with relevant content and target them with tailored advertising. Overall, requiring an account improves TikTok’s ability to track user data for advertising while providing users with a more personalized experience.
Safety for Minors
There has long been concerns over privacy and safety for minors using TikTok without parental supervision. TikTok has faced scrutiny for allowing kids under 13 to access the platform, which violates COPPA regulations. In 2019, TikTok was fined $5.7 million for illegally collecting personal information from minors.
In response, TikTok has implemented strict rules around accounts for users under 18. All users are now required to have an account to use TikTok. Accounts for minors have automatically-enabled privacy settings like restricting comments and messages. TikTok also gives parents tools to monitor minor’s accounts through Family Pairing.
Requiring accounts allows TikTok to enforce age requirements and give parents oversight of their child’s account. This aims to improve safety and prevent issues like cyberbullying that anonymous accounts enabled in the past.
Credibility and Trust
TikTok has implemented features to help build credibility and trust on the platform. This is important for brand safety and helps accounts build reputation.
TikTok has a verification program that adds a checkmark badge to accounts that complete an authentication process, including government IDs, to confirm they are the real identity of a known individual, business, or organization [1]. This helps users identify authentic and credible accounts to follow.
TikTok’s community guidelines prohibit impersonation, misrepresentation, and fraud [2]. Violators may be banned. This helps protect users from scams and builds trust.
By requiring accounts, TikTok can better monitor and enforce its guidelines. Advertisers can feel more confident placing ads next to content from real users rather than anonymous accounts that may exhibit bad behavior.
Commenting and Interaction
As of July 2022, TikTok requires users to sign in with an account in order to comment on videos (TikTok Help Center). This change makes commenting more of a social experience by connecting interactions to identities rather than anonymous posts. Requiring accounts has the benefit of improving conversations and making comments more constructive.
With logged in accounts, users can @ mention each other in comment threads to have connected discussions. There is greater accountability to stand by what you post and potentially face social repercussions for negative comments. Users have an identity and profile tied to their viewpoint. Overall, removing anonymity and requiring accounts leads to more genuine interpersonal engagement on the platform.
Curbing Abuse
Requiring accounts makes it easier for TikTok to identify and ban abusive users. Spammers and trolls often hide behind anonymous accounts to evade consequences for violating community guidelines. With mandatory accounts, users are held accountable for their behavior. As stated in TikTok’s community guidelines, the platform has zero tolerance for sexual exploitation, harassment, hate speech, and other abuses. TikTok can now permanently ban abusive accounts to prevent repeated offenses.
Additionally, the account requirement discourages trolls and spammers who want to remain anonymous. These users often create multiple throwaway accounts to continue abusive behavior after being banned. But with TikTok’s improved ability to connect accounts to individual users, abusers have more motivation to follow the rules. Overall, mandatory accounts promote greater civility and make TikTok a safer place for genuine users.
Monetization
TikTok introduced monetization options for creators in 2020 as a way to reward popular content producers and further incentivize high-quality videos. To enable monetization, accounts must have at least 100,000 authentic followers and meet TikTok’s criteria for original and valuable content.
There are several ways for creators to earn money on TikTok. The TikTok Creator Fund allows eligible creators to earn cash from the ads displayed on their videos. TikTok also offers its Creators Next program, which connects brands with creators for sponsored content opportunities. Additionally, creators can generate revenue through TikTok LIVE gifts and by directing fans to purchase products they promote via shoppable links.
TikTok’s goal with monetization is to provide meaningful income potential for its top talent. According to TikTok, top creators can expect to earn anywhere from $200 to $2,000 per month from the Creator Fund alone. As the platform continues to grow, TikTok is focused on developing more monetization features to help creators earn a living through their content.
The Future
As TikTok continues to rapidly grow in popularity and expand its capabilities, accounts will likely play an even bigger role going forward. According to TikTok’s 2024 Trends Report, the platform aims to deepen trust between users through new features that promote authenticity and credibility.
One potential additional account feature highlighted is the ability for users to showcase their expertise and credentials more prominently on their profiles. This could involve verified account badges to demonstrate subject matter authority, as well as links to external websites and portfolios.
TikTok may also look to expand account tools for creators to drive monetization, including subscriber accounts, paid content capabilities, and tipping. More robust analytics could additionally help creators understand their audience and optimize content.
Accounts will be key for TikTok to build an ecosystem where users can directly support and engage with the creators they trust and value. Features that foster meaningful connections between community members are likely to play a central role going forward.
