Against All Odds: Understanding TikTok’s Resilience

TikTok, a social media phenomenon, has seen remarkable growth since it was first launched in 2016, crossing 2 billion mobile downloads globally in 2020. In 2023, TikTok generated a revenue of $16.1 billion.

The TikTok story begins with Musical.ly, a music-focused social app launched in 2014 that gained popularity among American teenagers. Two years after the developers of Douyin launched TikTok as part of their global expansion efforts, they proceeded to purchase Music.ly, merging the two apps and retaining the TikTok branding. (Douyin – the Chinese counterpart and the model on which TikTok was based – is accessed daily by over 750 million Chinese users.) This was the start of what would become the TikTok rage over the next few years.

TikTok Users – Quarterly (2018–2023). Source: Business of Apps

Famous celebrities – from Justin Bieber to Jimmy Fallon – joined the app and the world followed suit. In 2018, it became the most downloaded app in the US. In 2019, the  US National Football League (NFL) entered a multi-year partnership with TikTok, with the app launching an official NFL TikTok account for marketing the NFL.

No Country for TikTok?

In the face of these groundbreaking successes and TikTok’s rapid expansion in the global market, however, a growing number of countries have banned TikTok citing a multitude of reasons. From concerns over propaganda or morally dubious content to issues of misinformation and national security, many governments are wary of the platform, especially given its ties to China.

Till date, more than 30 countries have imposed a partial or complete ban on the app, including  India, Australia, Canada, and recently, even the US – with some states declaring a complete ban.

Yet, It Persists

Despite these bans and restrictions, TikTok remains widely popular in the countries where it continues to operate and remains of allure even where it does not. Why is this so? Let’s take a look.

Entertaining Content

TikTok’s allure stems from its short, engaging videos that perfectly cater to the modern audience’s dwindling attention spans. The platform’s inherently fun and dynamic nature ensures that users are not only captivated but also motivated to return for more entertainment. Moreover, TikTok is known for its viral trends and challenges that encourage participation from a wide audience. These trends not only keep content fresh and engaging but also foster a sense of community among users as they share their takes on popular memes, dances, and challenges.

In regions like India, where TikTok has faced bans in 2019 and again in 2020, the platform’s influence remains undiminished. Despite the access restrictions, TikTok’s content continues to permeate through other social media channels like Instagram and Reddit, highlighting the irresistible appeal and viral nature of its videos. This enduring popularity underscores TikTok’s significant impact on global digital culture.

A Haven for Content Creators

TikTok has democratized content creation by simplifying the process of creating, editing, and sharing videos. With an extensive array of tools, filters, and effects, the platform transforms ordinary videos into captivating content, appealing to a broad spectrum of users—from everyday individuals to celebrities and influencers. This ease of content creation, coupled with opportunities for monetization through brand partnerships, sponsored content, and the TikTok Creator Fund, makes TikTok an attractive platform for those looking to forge a career in content creation.

Moreover, despite facing bans in several countries, TikTok’s extensive global reach has fostered unprecedented cross-cultural exchanges. Users from diverse backgrounds can share their cultures, stories, and perspectives, tapping into the innate human curiosity about different lifestyles and enriching the global dialogue. This unique blend of creative freedom and international connectivity not only sustains its broad appeal but also continually enhances it.

Algorithmic Mastery

TikTok’s algorithm excels at predicting user preferences and maximizing engagement, often outperforming its competitors. By analyzing user interactions, video completion rates, and other behavioral cues, TikTok tailors content that keeps users scrolling longer. However, this technological proficiency brings its own set of challenges, particularly in AI ethics and bias. As TikTok continues to refine its algorithm, it faces the critical task of ensuring fairness and transparency, avoiding the pitfalls of reinforcing biases or promoting divisive content.

Resilience and Adaptability

TikTok has consistently demonstrated resilience and adaptability in the face of regulatory pressures and country-specific bans. For example, actively engages with regulatory bodies and governments to address concerns around privacy and data security, which are common reasons cited for the restrictions. By negotiating with governments and implementing changes, TikTok has managed to regain access or maintain its presence in some markets.

A notable example includes TikTok’s efforts to enhance data protection by establishing local data centres in regions demanding higher data sovereignty, thus aligning more closely with local laws and rebuilding trust with users and regulators alike.

The Bottomline: Sustaining Momentum Amid Challenges

TikTok’s journey has been anything but linear. Most social media platforms experience peaks and troughs, grappling with hype cycles and eventual declines due to content saturation – remember Myspace and Orkut? However, TikTok has faced an additional layer of challenge since its early days – having to contend with severe regulatory pushback and government bans from various countries.

Despite these hurdles, the app has skillfully maintained its growth and popularity. This resilience that can be attributed to a combination of algorithmic expertise in engaging users, its empowerment of content creators through accessible video creation tools and economic incentives, and the rich, cross-cultural connections it fosters. These elements underscore TikTok’s keen understanding of its user base and its ability to evolve rapidly to meet and even shape user expectations and the broader social media landscape.

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Written By: Kartik Jagota