TikTok facts for kids
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Screenshot of TikTok.com homepage
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| Developer(s) | ByteDance |
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| Initial release | September 2016 |
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| Available in | 40 languages |
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List of languages
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| Type | Video sharing |
| License | Proprietary |
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Screenshot of Douyin.com homepage
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| Developer(s) | Beijing Microlive Vision Technology Co., Ltd | ||||||||
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| Initial release | 20 September 2016 | ||||||||
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| Available in | Simplified Chinese, English | ||||||||
| Type | Video sharing | ||||||||
| License | Proprietary | ||||||||
| Douyin | |||||||||||||||||
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| Chinese | 抖音 | ||||||||||||||||
| Literal meaning | "Vibrating sound" | ||||||||||||||||
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TikTok, whose mainland Chinese counterpart is Douyin, is a short-form video hosting service owned by Chinese internet company ByteDance. It hosts user-submitted videos, which can range in duration from three seconds to 10 minutes. It can be accessed with a smart phone app.
Since its launch, TikTok has become one of the world's most popular social media platforms, using recommendation algorithms that were better than alternative apps at connecting content creators with new audiences. Many of its users are young, of Generation Z. In April 2020, TikTok surpassed two billion mobile downloads worldwide. Cloudflare ranked TikTok the most popular website of 2021, surpassing Google. The popularity of TikTok has allowed viral trends in food and music to take off and increase the platform's cultural impact worldwide.
TikTok has come under scrutiny due to data privacy violations, mental health concerns, misinformation, offensive content, and its role during the Israel–Hamas war. Countries have fined, banned, or attempted to restrict TikTok to protect children or out of national security concerns over possible user data collection by the Chinese government through ByteDance.
Contents
Corporate structure
TikTok Ltd was incorporated in the Cayman Islands and is based in both Singapore and Los Angeles. It owns four entities that are based respectively in the United States, Australia (which also runs the New Zealand business), United Kingdom (also owns subsidiaries in the European Union), and Singapore (owns operations in Southeast Asia and India).
Its parent company, Beijing-based ByteDance, is owned by founders and Chinese investors, other global investors, and employees. One of ByteDance's main domestic subsidiaries is owned by Chinese state funds and entities through a 1% golden share. Employees have reported that multiple overlaps exist between TikTok and ByteDance in terms of personnel management and product development. TikTok says that since 2020, its US based CEO is responsible for making important decisions and has downplayed its China connection.
History
Douyin
Douyin was launched by ByteDance in September 2016, originally under the name A.me, before rebranding to Douyin (抖音) in December 2016. Douyin was developed in 200 days and within a year had 100 million users, with more than one billion videos viewed every day.
While TikTok and Douyin share a similar user interface, the platforms operate separately. Douyin includes an in-video search feature that can search by people's faces for more videos of them, along with other features such as buying, booking hotels, and making geo-tagged reviews.
TikTok
ByteDance planned on Douyin expanding overseas. The founder of ByteDance, Zhang Yiming, stated that "China is home to only one-fifth of Internet users globally. If we don't expand on a global scale, we are bound to lose to peers eyeing the four-fifths. So, going global is a must."
ByteDance created TikTok as a global version of Douyin. TikTok was launched in the international market in September 2017. On 9 November 2017, ByteDance spent nearly $1 billion to purchase Musical.ly, a startup headquartered in Shanghai with an overseas office in Santa Monica, California. Musical.ly was a social media video platform that allowed users to create short lip-sync and comedy videos, initially released in August 2014. TikTok merged with Musical.ly on 2 August 2018 with existing accounts and data consolidated into one app, keeping the title TikTok.
On 23 January 2018, the TikTok app ranked first among free application downloads on app stores in Thailand and other countries. TikTok has been downloaded more than 130 million times in the United States and has reached 2 billion downloads worldwide, according to data from mobile research firm Sensor Tower (those numbers exclude Android users in China).
In the United States, celebrities, including Jimmy Fallon and Tony Hawk, began using the app in 2018. Other celebrities, including Jennifer Lopez, Jessica Alba, Will Smith, and Justin Bieber joined TikTok as well as many others. In January 2019, TikTok allowed creators to embed merchandise sale links into their videos.
On 3 September 2019, TikTok and the U.S. National Football League (NFL) announced a multi-year partnership. The agreement occurred just two days before the NFL's 100th season kick-off at Soldier Field, where TikTok hosted activities for fans in honor of the deal. The partnership entails the launch of an official NFL TikTok account, which is to bring about new marketing opportunities such as sponsored videos and hashtag challenges. In July 2020, TikTok, excluding Douyin, reported close to 800 million monthly active users worldwide after less than four years of existence.
In May 2021, TikTok appointed Shou Zi Chew as their new CEO who assumed the position from interim CEO Vanessa Pappas, following the resignation of Kevin A. Mayer on 27 August 2020. In September 2021, TikTok reported that it had reached 1 billion users. In 2021, TikTok earned $4 billion in advertising revenue.
In October 2022, TikTok was reported to be planning an expansion into the e-commerce market in the US, following the launch of TikTok Shop in the United Kingdom. The company posted job listings for staff for a series of order fulfillment centers in the US and is reportedly planning to start the new live shopping business before the end of the year. The Financial Times reported that TikTok will launch a video gaming channel, but the report was denied in a statement to Digiday, with TikTok instead aiming to be a social hub for the gaming community.
According to data from app analytics group Sensor Tower, advertising on TikTok in the US grew by 11% in March 2023, with companies including Pepsi, DoorDash, Amazon and Apple among the top spenders. According to estimates from research group Insider Intelligence, TikTok is projected to generate $14.15 billion in revenue in 2023, up from $9.89 billion in 2022. In March 2024, The Wall Street Journal reported that TikTok's growth in the U.S. had stagnated.
Since at least 2020, following calls to ban TikTok in the country, the Committee on Foreign Investment in the United States (CFIUS) has been investigating the company's 2017 merger with Musical.ly but has not finalized any of its negotiations with TikTok, such as the Project Texas proposal, waiting instead for Congress to act.
Expansion in other markets
TikTok was downloaded over 104 million times on Apple's App Store during the first half of 2018, according to data provided to CNBC by Sensor Tower.
After merging with musical.ly in August, downloads increased and TikTok became the most downloaded app in the U.S. in October 2018, which musical.ly had done once before. In February 2019, TikTok, together with Douyin, hit one billion downloads globally, excluding Android installs in China. In 2019, media outlets cited TikTok as the 7th-most-downloaded mobile app of the decade, from 2010 to 2019. It was also the most-downloaded app on Apple's App Store in 2018 and 2019, surpassing Facebook, YouTube and Instagram. In September 2020, a deal was confirmed between ByteDance and Oracle in which the latter will serve as a partner to provide cloud hosting. In November 2020, TikTok signed a licensing deal with Sony Music. In December 2020, Warner Music Group signed a licensing deal with TikTok.
The advertising revenue of short video clips is lower than other social media: while users spend more time, American audience is monetized at a rate of $0.31 per hour, a third the rate of Facebook and a fifth the rate of Instagram, $67 per year while Instagram will make more than $200.
In July 2023, Iranian Mehr News Agency reported "experts from Douyin" will meet Iranian business in Tehran to enable Iranian exports to China.
In 2023, several high-level executives transferred from ByteDance to TikTok to focus on moneymaking operations. Some moved from Beijing to the US. According to sources for the Wall Street Journal, the personnel move led to concerns from some TikTok employees and was reported to the office of US Senator Ted Cruz for further investigation. In December 2023, TikTok invested $1.5 billion in GoTo's Indonesian e-commerce business, Tokopedia. In March 2024, The Information reported that it is an open secret among investors that TikTok loses billions of dollar annually.
Competition with other platforms
Although the size of its user base falls short of that of Facebook, Instagram, or YouTube, TikTok reached 1 billion active monthly users faster than any of them. Competition from TikTok prompted Instagram, which is owned by Facebook, to spend $120 million as of 2022 to entice more content creators to its Reels service, although engagement level remained low. Snapchat had likewise paid out $250 million in 2021 to its creators. Many platforms and services, including YouTube Shorts, began to imitate TikTok's format and recommendation page. Those changes caused a backlash from users of Instagram, Spotify, and Twitter.
In March 2022, The Washington Post reported that Facebook's owner Meta Platforms paid Targeted Victory—a consulting firm backed by supporters of the U.S. Republican Party—to coordinate lobbying and media campaigns against TikTok and portray it as "a danger to American children and society". Its efforts included asking local reporters to serve as "back channels" of anti-TikTok messages, writing opinion articles and letters to the editor, including one in the name of a concerned parent, amplifying stories about TikTok trends, such as "devious licks" and "Slap a Teacher", that actually originated on Facebook, and promoting Facebook's own corporate initiatives. Ties to Meta were not disclosed to the other parties involved. Targeted Victory said that it is "proud of the work". A Meta spokesperson said that all platforms, including TikTok, should face scrutiny.
The Wall Street Journal reported that Silicon Valley executives met with US lawmakers to build an "anti-China alliance" before TikTok CEO's congressional hearing in March 2023.
Features
The mobile app allows users to create short videos, which often feature music in the background and can be sped up, slowed down, or edited with a filter. They can also add their own sound on top of the background music. To create a music video with the app, users can choose background music from a wide variety of music genres, edit with a filter and record a 15-second video with speed adjustments before uploading it to share with others on TikTok or other social platforms.
The "For You" page on TikTok is a feed of videos that are recommended to users based on their activity on the app. Content is curated by TikTok's artificial intelligence depending on the content a user liked, interacted with, or searched. This helps users find new content and creators reach new audiences, in contrast to other social networks that base recommendations on the interactions and relationships between users.
TikTok's algorithm, recognized by The New York Times in 2020 as one of the most advanced for shaping user experiences and social interactions, stands out from traditional social media. While typical platforms focus on active user actions like likes, clicks, or follows, TikTok monitors a wider array of behaviors during video viewing. This comprehensive observation is then used to refine its algorithms, as noted by Wired in 2020. Furthermore, The Wall Street Journal in 2021 highlighted its superiority over other social media platforms in understanding users' preferences and emotions. TikTok's algorithm leverages this insight to present similar content, creating an environment that users often find hard to disengage from.
The app's "react" feature allows users to film their reaction to a specific video, over which it is placed in a small window that is movable around the screen. Its "duet" feature allows users to film a video aside from another video. The "duet" feature was another trademark of musical.ly. The duet feature is also only able to be used if both parties adjust the privacy settings.
Videos that users do not want to post yet can be stored in their "drafts". The user is allowed to see their "drafts" and post when they find it fitting. The app allows users to set their accounts as "private". When first downloading the app, the user's account is public by default. The user can change to private in their settings. Private content remains visible to TikTok but is blocked from TikTok users who the account holder has not authorized to view their content. Users can choose whether any other user, or only their "friends", may interact with them through the app via comments, messages, or "react" or "duet" videos. Users also can set specific videos to either "public", "friends only", or "private" regardless if the account is private or not.
Users can also send their friends videos, emojis, and messages with direct messaging. TikTok has also included a feature to create a video based on the user's comments. Influencers often use the "live" feature. This feature is only available for those who have at least 1,000 followers and are over 16 years old. If over 18, the user's followers can send virtual "gifts" that can be later exchanged for money.
TikTok announced a "family safety mode" in February 2020 for parents to be able to control their children's presence on the app. There is a screen time management option, restricted mode, and the option to put a limit on direct messages. The app expanded its parental controls feature called "Family Pairing" in September 2020 to provide parents and guardians with educational resources to understand what children on TikTok are exposed to. Content for the feature was created in partnership with online safety nonprofit, Internet Matters.
In October 2021, TikTok launched a test feature that allows users to directly tip certain creators. Accounts of users that are of age, have at least 100,000 followers and agree to the terms can activate a "Tip" button on their profile, which allows followers to tip any amount, starting from $1.
In December 2021, TikTok started beta-testing Live Studio, a streaming software that would let users broadcast applications open on their computers, including games. The software also launched with support for mobile and PC streaming. However, a few days later, users on Twitter discovered that the software uses code from the open-source OBS Studio. OBS made a statement saying that, under the GNU GPL version 2, TikTok has to make the code of Live Studio publicly available if it wants to use any code from OBS.
In May 2022, TikTok announced TikTok Pulse, an ad revenue-sharing program. It covers the "top 4% of all videos on TikTok" and is only available to creators with more than 100,000 followers. If an eligible creator's video reaches the top 4%, they will receive a 50% share of the revenue from ads displayed with the video.
In July 2023, TikTok launched a new streaming service called TikTok Music, currently available only in Brazil and Indonesia. This service allows users to listen to, download and share songs. It is reported that TikTok Music features songs from major record companies like Universal Music Group, Sony Music and Warner Music Group. On 19 July 2023, TikTok Music was expanded for select users in Australia, Mexico and Singapore.
Following a dispute with TikTok regarding payouts for artists and regulation of AI-generated music content on the platform, Universal Music Group decided not to renew its licensing agreement with TikTok, causing its catalogue of 3 million recordings to become unavailable for usage after 31 January 2024. This marked the company's first instance of withdrawing its music from a major platform, in contrast to Warner Music, which had recently renewed its own licensing deal with TikTok. In March 2024, Universal Music Publishing Group removed its catalogue of 4 million compositions from TikTok. In April 2024, Taylor Swift's music returned to the platform.
Content
Viral trends
The app has spawned numerous viral trends, Internet celebrities, and music trends around the world. Duets, a feature that allows users to add their own video to an existing video with the original content's audio, have sparked many of these trends. Many stars got their start on musical.ly, which merged with TikTok on 2 August 2018. These include Loren Gray, Baby Ariel, Zach King, Lisa and Lena, Jacob Sartorius, and many others. Loren Gray remained the most-followed individual on TikTok until Charli D'Amelio surpassed her on 25 March 2020. Gray's was the first TikTok account to reach 40 million followers on the platform. She was surpassed with 41.3 million followers. D'Amelio was the first to ever reach 50, 60, and 70 million followers. Charli D'Amelio remained the most-followed individual on the platform until she was surpassed by Khaby Lame on 23 June 2022. Other creators rose to fame after the platform merged with musical.ly on 2 August 2018. TikTok also played a major part in making "Old Town Road" by Lil Nas X one of the biggest songs of 2019 and the longest-running number-one song in the history of the US Billboard Hot 100.
TikTok has allowed many music artists to gain a wider audience, often including foreign fans. For example, despite never having toured in Asia, the band Fitz and the Tantrums developed a large following in South Korea following the widespread popularity of their 2016 song "HandClap" on the platform. "Any Song" by R&B and rap artist Zico became number one on the Korean music charts due to the popularity of the #anysongchallenge, where users dance to the choreography of the song. The platform has also launched many songs that failed to garner initial commercial success into sleeper hits, particularly since the outbreak of the COVID-19 pandemic. However, it has received criticism for not paying royalties to artists whose music is used on the platform.
Classic stars are able to connect with younger audiences born decades after a musician's first debut and across traditional genres. In 2020 Fleetwood Mac's "Dreams" was used in a skating video and a recreation by Mick Fleetwood. The song re-entered Billboard Hot 100 after 43 years and topped Apple Music. In 2022, Kate Bush's "Running Up That Hill" went viral among fans of Stranger Things, topping the UK singles chart 37 years after its original release. In 2023 Kylie Minogue's "Padam Padam" entered the Radio 1 playlist after being shared by Gen Z, even though many youth radio stations had refused to play it. Other older artists with strong engagement on TikTok include Elton John and Rod Stewart.
In June 2020, TikTok users and K-pop fans "claimed to have registered potentially hundreds of thousands of tickets" for President Trump's campaign rally in Tulsa through communication on TikTok, contributing to "rows of empty seats" at the event. Later, in October 2020, an organization called TikTok for Biden was created to support then-presidential candidate Joe Biden. After the election, the organization was renamed to Gen-Z for Change.
On 10 August 2020, Emily Jacobssen wrote and sang "Ode to Remy", a song praising the protagonist from Pixar's 2007 computer-animated film Ratatouille. The song rose to popularity when musician Daniel Mertzlufft composed a backing track to the song. In response, began creating a "crowdsourced" project called Ratatouille the Musical. Since Mertzlufft's video, many new elements including costume design, additional songs, and a playbill have been created. On 1 January 2021, a full one-hour virtual presentation of Ratatouille the Musical premiered on TodayTix. It starred Titus Burgess as Remy, Wayne Brady as Django, Adam Lambert as Emile, Kevin Chamberlin as Gusteau, Andrew Barth Feldman as Linguini, Ashley Park as Colette, Priscilla Lopez as Mabel, Mary Testa as Skinner, and André De Shields as Ego.
On Douyin, the Chinese version of TikTok, some celebrities who had garnered large followings as of August 2019 include Dilraba Dilmurat, Angelababy, Luo Zhixiang, Ouyang Nana, and Pan Changjiang. In the 2022 FIFA World Cup, a Qatari teenage royal became an Internet celebrity after his angry expressions were recorded in Qatar's opening match loss to Ecuador; he amassed more than 15 million followers in less than a week after creating a Douyin account.
Food and recipes
Fashion and body size
"Midsize" fashion gained greater exposure on TikTok after many creators opened up about not able to find clothing sizes that fit them well. Women's apparel can roughly be divided into petite, straight, and plus sizes, leaving gaps in between. Realistic videos about how differently pieces of garment fit on a model compared to how they fit on a typical consumer resonated with many who had believed that they were alone in their struggle.
STEM feed
In March 2023, TikTok introduced a dedicated feed for science, technology, engineering, and mathematics (STEM) content. It works with Common Sense Networks to check for safety and age appropriateness and with the Poynter Institute for reliability of information.
Censorship and moderation
TikTok's and Douyin's censorship policies have been criticized as non-transparent. Internal guidelines against the promotion of violence, separatism, and "demonization of countries" could be used to prohibit content related to the 1989 Tiananmen Square protests and massacre, Falun Gong, Tibet, Taiwan, Chechnya, Northern Ireland, the Cambodian genocide, the 1998 Indonesian riots, Kurdish nationalism, ethnic conflicts between blacks and whites, or between different Islamic sects. A more specific list banned criticisms against world leaders, including past and present ones from Russia, the United States, Japan, North and South Korea, India, Indonesia, and Turkey. In 2019, The Guardian reported that TikTok had censored videos of topics not favored by the Chinese government. That year, TikTok took down a video about human rights abuses in the Xinjiang internment camps against Uyghurs but restored it after 50 minutes as well as the creator's account, saying that the action was a mistake.
LGBT contents were restricted even in places where they are legal. TikTok has since apologized and instituted a ban against anti-LGBTQ ideology, but censorship continues on Douyin due to regulations in China. Douyin guidelines also forbid live broadcasting by unregistered foreigners, "feudal superstition" and "money worship".
ByteDance said its early guidelines were global and aimed at reducing online harassment and divisiveness when its platforms were still growing. They have been replaced by versions customized by local teams for users in different regions.
A March 2021 study by the Citizen Lab found that TikTok did not censor searches politically but was inconclusive about whether posts are. A 2023 paper by the Internet Governance Project at Georgia Institute of Technology concluded that TikTok is "not exporting censorship, either directly by blocking material, or indirectly via its recommendation algorithm."
Following increased scrutiny, TikTok said it is granting some outside experts access to the platform's anonymized data sets and protocols, including filters, keywords, criteria for heating, and source code.
A 2023 study by Rutgers University researchers found a "strong possibility that content on TikTok is either amplified or suppressed based on its alignment with the interests of the Chinese government." Commenting on the study, The New York Times stated, "[a]lready, there is evidence that China uses TikTok as a propaganda tool. Posts related to subjects that the Chinese government wants to suppress — like Hong Kong protests and Tibet — are strangely missing from the platform." The researchers subsequently found that TikTok removed the ability to analyze hashtags of sensitive topics. TikTok said it restricted the number of hashtags that can be searched under its Creative Center because it was "misused to draw inaccurate conclusions".
A historian from the Cato Institute stated that there were "basic errors" in the Rutgers University study and criticized the uncritical news coverage that followed. The study compares data from before TikTok even existed to show the app has fewer hashtags about historically sensitive topics, distorting the findings.
Extremism and hate
Concerns have been voiced regarding content relating to, and the promotion and spreading of, hate speech and far-right extremism, such as antisemitism, islamophobia, racism, and xenophobia. As TikTok has gained popularity among young children, and the popularity of extremist and hateful content is growing, calls for tighter restrictions on their flexible boundaries have been made. TikTok has since released tougher parental controls to filter out inappropriate content and to ensure they can provide sufficient protection and security.
In Malaysia, TikTok is used by some users to engage in hate speech against race and religion especially mentioning the 13 May incident after the 2022 election. TikTok responded by taking down videos with content that violated their community guidelines.
Misinformation
TikTok has banned Holocaust denial, but other conspiracy theories have become popular on the platform. The platform has been used to spread misinformation about the COVID-19 pandemic. TikTok removed some of these videos and has generally added links to accurate COVID-19 information on videos with tags related to the pandemic.
In January 2020, left-leaning media watchdog Media Matters for America said that TikTok hosted misinformation related to the COVID-19 pandemic despite a recent policy against misinformation. In April 2020, the government of India asked TikTok to remove users posting misinformation related to the COVID-19 pandemic. There were also multiple conspiracy theories that the government is involved with the spread of the pandemic. It reported that in the second half of 2020, over 340,000 videos in the U.S. about election misinformation and 50,000 videos of COVID-19 misinformation were removed.
To combat misinformation in the 2022 midterm election in the US, TikTok announced a midterms Elections Center available in-app to users in 40 different languages. TikTok partnered with the National Association of Secretaries of State to give accurate local information to users.
Russian invasion of Ukraine
As of 2022, TikTok is the 10th most popular app in Russia. After a new set of Russian war censorship laws was installed in March 2022, the company announced a series of restrictions on Russian and non-Russian posts and livestreams. Tracking Exposed, a user data rights group, learned of what was likely a technical glitch that became exploited by pro-Russia posters. It stated that although this and other loopholes were patched by TikTok before the end of March, the initial failure to correctly implement the restrictions, in addition to the effects from Kremlin's "fake news" laws, contributed to the formation of a "splInternet ... dominated by pro-war content" in Russia. TikTok said that it had removed 204 accounts for swaying public opinion about the war while obscuring their origins and that its fact checkers had removed 41,191 videos for violating its misinformation policies.
In December 2023, BBC News reported that it had discovered nearly 800 fake TikTok accounts promoting Russian propaganda and disinformation. TikTok's own investigation found more than 12,000 fake accounts, including ones using additional languages such as English and Italian.
Feminism
The growth of popularity and access to TikTok has contributed to a growth in popularity of digital feminist movements and discourse originating from the platform. Digital spaces like TikTok enable marginalized communities and activists, such as feminists, to feel safer and have an easier place to engage in discussion and dialogue or build an identity which might otherwise be impossible due to circumstances. The momentum of digital feminist movements through platforms like TikTok have additionally encouraged many social media agents and marketing campaigns around the world to adopt some degree of feminism as a part of their online image or personal brand. TikTok's unique platform organization, of spontaneous peer-peer information sharing, has enabled its utilization for community-engaged, digital knowledge mobilization and exchange between social justice communities. However inversely enabled by the platform's organic potential, both feminist challenges and anti-feminist reinforcement of dominant social, hierarchical, and gender values are widespread and instigated through TikTok, and content labeled as anti-feminist is itself popularized on TikTok.
Usage
Demographics
TikTok tends to appeal to younger users, as 41% of its users are between the ages of 16 and 24. As of 2021[update], these individuals are considered Generation Z. Among these TikTok users, 90% said they used the app daily. TikTok's geographical use in 2019 has shown that 43% of new users were from India before the social platform was banned in the country. But adults have also seen growth on TikTok. The share of U.S. adults who regularly get news from TikTok hit 14% in 2023.
By July 2023, TikTok has become the primary news source for British teenagers on social media, with 28% of 12 to 15-year-olds relying on the platform, while traditional sources like BBC One/Two are more trusted at 82%, according to a report by UK regulator Ofcom.
As of the first quarter of 2022, there were over 100 million monthly active users in the United States and 23 million in the UK. The average user, daily, was spending 1 hour and 25 minutes on the app and opening TikTok 17 times. Out of TikTok's top 100 male creators, a 2022 analysis reported 67% were white, with 54% having near-perfect facial symmetry.
Teenage mode
China heavily regulates how Douyin is used by minors in the country, especially after 2018. Under government pressure, ByteDance introduced parental controls and a "teenage mode" that shows only whitelisted content, such as knowledge sharing, and bans pranks, superstition, dance clubs, and pro-LGBT content. A mandatory screen time limit was put in place for users under the age of 14 and a requirement to link accounts to a real identity to prevent minors from lying about their age or using an adult's account. The differences between Douyin and TikTok have led some US politicians and commentators to accuse the company or the Chinese government of malicious intent. In March 2023, TikTok announced default screen time limits for users under the age of 18. Those under the age of 13 would need a passcode from their parents to extend their time.
Influencer marketing
TikTok has provided a platform for users to create content not only for fun but also for money. As the platform has grown significantly over the past few years, it has allowed companies to advertise and rapidly reach their intended demographic through influencer marketing. The platform's AI algorithm also contributes to the influencer marketing potential, as it picks out content according to the user's preference. Sponsored content is not as prevalent on the platform as it is on other social media apps, but brands and influencers still can make as much as they would if not more in comparison to other platforms. Influencers on the platform who earn money through engagement, such as likes and comments, are referred to as "meme machines".
In 2021, The New York Times reported that viral TikTok videos by young people relating the emotional impact of books on them, tagged with the label "BookTok", significantly drove sales of literature. Publishers were increasingly using the platform as a venue for influencer marketing.
In 2022, it was reported that a trend called "de-influencing" had become popular on the platform as a backlash to influencer marketing. TikTok creators participating in this trend made videos criticizing products promoted by influencers and asked their audiences not to buy products they did not need. However, some creators participating in the trend started promoting alternative products to their audiences and earning commission from sales made through their affiliate links in the same manner as the influencers they were originally criticizing.
Businesses
In October 2020, the e-commerce platform Shopify added TikTok to its portfolio of social media platforms, allowing online merchants to sell their products directly to consumers on TikTok.
Some small businesses have used TikTok to advertise and to reach an audience wider than the geographical region they would normally serve. The viral response to many small business TikTok videos has been attributed to TikTok's algorithm, which shows content that viewers at large are drawn to, but which they are unlikely to actively search for (such as videos on unconventional types of businesses, like beekeeping and logging).
In 2020, digital media companies such as Group Nine Media and Global used TikTok increasingly, focusing on tactics such as brokering partnerships with TikTok influencers and developing branded content campaigns. Notable collaborations between larger brands and top TikTok influencers have included Chipotle's partnership with David Dobrik in May 2019 and Dunkin' Donuts' partnership with Charli D'Amelio in September 2020.
Electoral campaigns
Since 2021, TikTok has created "election centres" on its platform leading up to European Parliament elections. About 30% of EP lawmakers use TikTok to get their messages across and to dispel misinformation.
In February 2024, the re-election campaign for U.S. President Joe Biden announced that it had opened a TikTok account while taking "advanced safety precautions". Biden posted his first video during Super Bowl LVIII. The move was criticized by a number of lawmakers over security concerns. Since 2022, the Biden administration has been briefing TikTokers on news items such as the Russian invasion of Ukraine and student debt relief in America.
Charities
Many charities use TikTok for fundraising and education, especially with younger audiences, charities using TikTok include; Oregon Zoo, Shelter, Battersea Dogs and Cats Home, British Red Cross, American Heart Association, United Way, Catskill Animal Sanctuary and the Black Country Living Museum. Some TikTok influencers run their own events to raise money for charitable causes e.g. Mercury Stardust runs the TikTok-A-Thon for Trans Healthcare. ‘TikTok For Good’ was created by TikTok to support fundraising on the platform.
In 2019 TikTok announced the #EduTok Mentorship program, a live workshop series in the Indian states of Bihar, Andhra Pradesh, Telangana, Rajasthan, Jharkhand and Jammu inspired by the hashtag #EduTok, in which video creators present factually for purposes of education. In 2022 TikTok banned fundraising for political accounts.
Privacy and security concerns
Privacy concerns have been brought up regarding the app. TikTok's privacy policy lists that the app collects usage information, IP addresses, a user's mobile carrier, unique device identifiers, keystroke patterns, and location data, among other data. Other information collected includes users inferred interests based on the content they view as well as content created by users. TikTok can share data with its corporate group, including ByteDance. The company says that it employs access control and approval process overseen by a U.S.-based team. In June 2021, TikTok updated its privacy policy to include potential collection of biometric data, including "faceprints and voiceprints", for special effects and other purposes. The terms said that user authorization would be requested if local law demands such. Experts considered them to be "vague" and their implications "problematic" for the United States due to the country's general lack of robust data privacy laws. In a November 2022 update to its European privacy policy, TikTok stated that its global corporate group employees from China and other countries could gain remote access to the user information of accounts from Europe based on "demonstrated need".
A March 2021 study by the Citizen Lab found that TikTok did not collect data beyond the industry norms, what its policy stated, or without additional user permission.
In May 2023, The Wall Street Journal reported that former employees complained about TikTok tracking users who had viewed LGBT-related content. The company said its algorithm tracks interests not identity, and non-LGBT users also view such content.
Potential data collection by the Chinese government
Concerns have been raised about the potential control and influence of the Chinese government over TikTok's owner, ByteDance, in particular the extraterritorial implications of China's 2017 National Intelligence Law. An article in the law insists that all organizations and citizens shall "support, assist and cooperate with national intelligence efforts." Analysts differ in their assessments of the data collection risks. Jim Lewis of the Center for Strategic and International Studies said TikTok would have no right to appeal requests for data made by the Chinese government. Some cybersecurity experts say individual users are not at risk. The United States has not offered any evidence of TikTok sharing such information with Chinese authorities. Keeping user data within the United States became the motivation behind TikTok's Project Texas.
Project Texas
In response to security concerns of the United States government, TikTok has been working to silo privileged user data within the United States under oversight from the US government or a third party such as Oracle. Named Project Texas, the initiative focuses on unauthorized access, state influence, and software security. A new subsidiary, TikTok U.S. Data Security Inc. (USDS), was created to manage user data, software code, back-end systems, and content moderation. It would report to the Committee on Foreign Investment in the United States (CFIUS), not ByteDance or TikTok, even for hiring practices. Oracle would review and spot check the data flows through USDS. It would also digitally sign software code, approve updates, and oversee content moderation and recommendation. Physical locations would be established so that Oracle and the US government could conduct their own reviews. The company has been engaged in confidential negotiations over the project with CFIUS since 2021 and submitted its proposal but received little response from the panel afterward.
In March 2023, a former employee of the company said Project Texas did not go far enough and that a complete "re-engineering" would be needed. TikTok responded by saying that Project Texas already is a re-engineering of the app and that the former employee left in 2022 before the project specifications were finalized. Other former employees had their own takes on the situation. A data scientist said U.S. user data were emailed to ByteDance workers in China to identify viewer interests. A manager recounted that there was a lot more separation on the technical side between TikTok and ByteDance by the time he left. Another said TikTok had to employ better data collection practices than Meta or Google due to the scrutiny it received.
Project Clover
TikTok has faced criticism for transferring European user data to servers in the United States. It is holding discussions with UK's National Cyber Security Centre about a "Project Clover" for storing European information locally. The company plans to build two data centers in Ireland and one more in Norway. A third party will oversee the cybersecurity policies, data flows, and personnel access independently of TikTok.
Software code
In January 2020, Check Point Research discovered a vulnerability through which a hacker could spoof TikTok's official SMS messages and replace them with malicious links to gain access to user accounts. It was later patched by TikTok.
In August 2020, The Wall Street Journal reported that TikTok tracked Android user data, including MAC addresses and IMEIs, with a tactic in violation of Google's policies.
In August 2022, software engineer and security researcher Felix Krause found that in-app browsers from TikTok and other platforms contained codes for keylogger functionality but did not have the means to further investigate whether any data was tracked or recorded. TikTok said that the code is disabled.
Regulatory actions
US Federal Trade Commission
On 27 February 2019, the United States Federal Trade Commission (FTC) fined ByteDance U.S.$5.7 million for collecting information from minors under the age of 13 in violation of the Children's Online Privacy Protection Act (COPPA). ByteDance responded by adding a kids-only mode to TikTok which blocks the upload of videos, the building of user profiles, direct messaging, and commenting on others' videos, while still allowing the viewing and recording of content. In May 2020, an advocacy group filed a complaint with the FTC saying that TikTok had violated the terms of the February 2019 consent decree, which sparked subsequent congressional calls for a renewed FTC investigation. In March 2022, following a class action lawsuit for violations of COPPA, TikTok settled for US$1.1 million. In March 2024, it was reported that the FTC continues to investigate TikTok.
Data Protection Commission (Europe)
In September 2021, the Ireland Data Protection Commission (DPC) launched investigations into TikTok concerning the protection of minors' data and transfers of personal data to China. The Irish DPC became the lead agency to handle such matters after TikTok established an office in the country, taking over investigations started by Dutch and Italian authorities. In September 2023, the DPC fined TikTok €345 million for violations of the General Data Protection Regulation (GDPR) vis-à-vis the mishandling of children data.
UK Information Commissioner's Office
In February 2019, the United Kingdom's Information Commissioner's Office (ICO) launched an investigation of TikTok following the fine ByteDance received from the United States Federal Trade Commission (FTC). Speaking to a parliamentary committee, Information Commissioner Elizabeth Denham said that the investigation focuses on the issues of private data collection, the kind of videos collected and shared by children online, as well as the platform's open messaging system which allows any adult to message any child. She noted that the company was potentially violating the GDPR which requires the company to provide different services and different protections for children. In April 2023, the ICO imposed a £12.7 million fine on TikTok for misusing children's data.
Pending investigations
Turkey
In 2022, Turkey's Financial Crimes Investigation Board (MASAK) initiated a probe into TikTok in relation to millions of dollars in fund transfers involving TikTok accounts that were suspected of money laundering or terrorism financing.
Privacy Commissioner of Canada
In February 2023, the Privacy Commissioner of Canada, along with its counterparts in Alberta, British Columbia, and Quebec, launched an investigation into TikTok's data collection practices.
European Commission
In February 2024, the European Commission launched an investigation into TikTok for potential violations of the Digital Services Act (DSA), involving content aiming at children and advertising transparency. In April 2024, the European Commission opened a second investigation into TikTok to assess whether it broke EU law.
Australian Information Commissioner inquiry
In December 2023, the Office of the Australian Information Commissioner announced an inquiry into TikTok's data harvesting of Australian citizens amid allegations that it contravened Australian privacy law.
Restrictions and bans
United States
In January 2020, the United States Army and Navy banned TikTok on government devices after the Defense Department labeled it a security risk. Recruiters had been using the app to help fill quotas, and some continue to maintain a level of engagement through their personal accounts.
According to a 2020 article in The New York Times, Central Intelligence Agency analysts determined that while it is possible the Chinese government could obtain user information from the app, there was no evidence it had done so.
Federal-level
On 6 August 2020, then U.S. President Donald Trump signed an order which would ban TikTok transactions in 45 days if it was not sold by ByteDance.
On 14 August 2020, Trump issued another order giving ByteDance 90 days to sell or spin off its U.S. TikTok business. In the order, Trump said that there is "credible evidence" that leads him to believe that ByteDance "might take action that threatens to impair the national security of the United States". Donald Trump was concerned about TikTok being a threat because TikTok's parent company was rumored to be taking United States user data and reporting it back to Chinese operations through the company ByteDance.
In June 2021, new president Joe Biden signed an executive order revoking the Trump administration ban on TikTok, and instead ordered the Secretary of Commerce to investigate the app to determine if it poses a threat to U.S. national security.
On 27 December 2022, the Chief Administrative Officer of the United States House of Representatives banned TikTok from all devices managed by the House of Representatives.
On 30 December 2022, President Joe Biden signed the No TikTok on Government Devices Act, prohibiting the use of the app on devices owned by the federal government, with some exceptions.
On 13 March 2024, the United States House of Representatives passed H.R. 7521, which would ban TikTok completely unless it is divested from ByteDance. In April, the House of Representatives included a modified version of the bill in a foreign aid package which was passed by the Senate on 23 April 2024, and signed the next day by Biden.
State-level
As of February 2023, at least 32 (of 50) states have announced or enacted bans on state government agencies, employees, and contractors using TikTok on government-issued devices. State bans only affect government employees and do not prohibit civilians from having or using the app on their personal devices.
Partnerships
In April 2021, the Abu Dhabi Department of Culture and Tourism partnered with TikTok to promote tourism for the city. It came following the January 2021 winter campaign with the United Arab Emirates Government Media Office.
TikTok has partnered with the Hispanic Heritage Foundation to support small Latino businesses, setting aside $5000 each for 40 grant recipients based on entrepreneurship.
After Olympics digital advertising rules were relaxed, TikTok and Team GB signed a sponsorship deal to help UK athletes connect with new audiences for the 2024 Summer Olympics.
See also
In Spanish: TikTok para niños
- Cultural impact of TikTok
- List of most-followed TikTok accounts
- Timeline of social media
