TikTok and I have somewhat of an unusual relationship. To this day, I still refuse to make my own TikTok account, however, I really respect how quickly the app has been able to make a name for itself. I know that if I download it, I will get hooked on it and waste multiple hours of my day. This is exactly the reason why TikTok was the most profitable app in 2020. The “advanced AI algorithm” is what allows users to gravitate to the exact kind of content they like to see, enabling them to spend hours on the app. For some, it might be cooking videos, while for others it may be painting videos. TikTok has refocused social media in the way that it has allowed content creators to create content that they enjoy, not just content that will gain “likes” on Instagram.
Before the app really blew up, I remember seeing extensive ads related to TikTok on all of my other social media platforms. The ads were so excessive that I remember wondering where they were getting all this marketing money from. Musical.ly, another app, paved the way for TikTok. In 2016, Musical.ly was worth around $533.5 million before being bought by the Chinese company ByteDance. This merger resulted in TikTok, the internationally popular app as we know it today. Part of its popularity is related to its business model. The founder of ByteDance decided to create two versions of the app; one for China (with censored internet content) and one for the rest of the world. This idea of running a “borderless” company really helped TikTok reach users all around the world. In this way, TikTok has achieved its original goal and has stayed loyal to its original idea. I wasn’t able to find a slide/pitch deck from its early days, (the websites require a premium membership to see this) however, I did find a slide deck that teaches creators how to get more views. This, in turn, results in more advertising, and more money for TikTok.
Very good take on the inner workings of the app, you have some very good reasons for staying away from it, apps that are so tailored to the users interests like that can really take time away from priorities. My mom and sister spend multiple hours a day on it, and it honestly boggles my mind how something like that keeps them so entertained. It kind of reminds me of the algorithms that youtube and netflix use to keep us watching. With such short videos can make for a interesting combination, as users can go through so much more content in such a short period.
I really enjoyed reading this, because you incorporate your stories and personal feelings regarding the app in context. You captured the background and history of TikTok really well. However the advanced algorithm you mentioned invades many user privacy which there’s been many complaints regarding that issue about the app.
Overall, really great job. Keep it up.
Best,
Tausif Razeen