The Ins and Outs of TikTok
Here’s everything you need to know.
TikTok is the app of the moment. Most of us have seen content from TikTok or have at least heard of it. It was created in 2016, then renamed and fully rebranded in 2017. After that, it was an international success. Its slogan, “Make every second count,” nods to the rising popularity of the short video industry.
TikTok’s global success has been unprecedented, behind only Zoom and Peacock. It went from 12.5261 million users in 2018 to 2 billion by 2020! Most of its users are young, between 18 and 34, and more than half are women. TikTok caters to an online audience craving lively entertainment and high stimulus. People are no longer satisfied by simple text or photos—they want rapid-fire, stimulating amusement. Curious about TikTok’s smashing success, researchers Li Xu, Xiaohui Yan, and Zhengwu Zhang looked into the platform from all angles.
How Does TikTok Work?
The average TikTok video is 15-30 seconds long, and the current maximum length is 3 minutes. Each video is built from a background phrase or song, motion editing, and special effects processing.
The simple, replicable format of TikToks has led to countless trends on the platform that filter into other platforms with short video capabilities—like Instagram with its Reels function. This increases the audience of the videos, spreading trends even further.
The background music of TikTok videos is the starting point for these trends and has developed a distinctive music community. There are even playlists on apps like Spotify dedicated to songs trending on TikTok.
What are the Downsides of TikTok?
In their research, Xu and team noted that TikTok definitely has its vulnerabilities, including:
The short video industry is booming, so it’s likely that it will soon have many competitors to contend with.
TikTok doesn’t filter content very well, leaving it open to the spreading of misinformation.
Similar to algorithms that run other social media platforms, TikTok sorts information that it thinks its users will enjoy seeing based on historical preference. This tailored feed can lead to filter bubbles, a phenomenon that isolates a person by limiting the content they see.
TikTok is free to download, so in order to make money it needs to rely on advertising and e-commerce, making it another minefield for consumerism.
What’s So Good About TikTok?
TikTok has a lot going for its users and creators! It came into the picture at the prime time—during new heights of technological advancement and distribution. Because its format makes it so duplicable, trends in mainstream media often begin there and snowball into huge sensations. Celebrities have taken advantage of these trends, using them to grow their own platforms. And for the rest of us who aren't in the spotlight yet, TikTok can even create celebrities!
TikTok has one unique quality that sets it apart from other social media platforms––you often have to enter the real world to make content. As we’ve mentioned, TikTok uses an algorithm that puts users in that filter bubble, which in a sense, takes them out of the real world. However, when people want to create content on TikTok, they often must get up, leave their filter bubble, and sometimes even step foot outside into the real world. You can’t just post a photo from months ago or write a paragraph from the comfort of your bed—you have to interact with the world to some degree.
TikTok—A Double-Edged Sword
TikTok is unique in its ability to both isolate you from and bring you out into the real world. Because of the aforementioned filter bubble phenomenon, you may get sucked into what we call doomscrolling, where you obsessively seek out bad news online. Being an active participant in social media (and the world) leads to far more positive outcomes for your mental health.
So, TikTok users and creators, watch out for those ads and that crazy influx of information. Make sure you’re parsing through content carefully so you’re not taking fake information at face value. Other than that, enjoy creating content out in the world!
Study Objective & Methods
Research on the Causes of the “Tik Tok” App Becoming Popular and the Existing Problems.
Li Xu, MS; Xiaohui Yan, GS; Zhengwu Zhang, PGS
Published in the Journal of Advanced Management Science.
The researchers set out to investigate and understand the reasons for TikTok’s huge rise in popularity. They looked into some of the potential problems it could encounter as a platform and some that users could encounter.
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