TikTok is the biggest app in the world right now. It swamps much of the social media landscape that Facebook, Instagram, and YouTube created versions of TikTok on their apps. TikTok is a hosting app that allows anyone to upload a video. Much of its content has gone viral, many from short videos from over one billion global users.
App users can scroll through all kinds of content, from dancing to music to sports to recipes to philosophy, and more. TikTok is now a showcase for talented creators from all over the world. Their content is often humorous, educational or entertaining. Like other apps, TikTok personalizes content to suit user’s tastes. It offers news and information with viewpoints often different from those of the established media.
TikTok has been particularly useful for small businesses. It’s an easy and inexpensive way to reach consumers of any kind. Many entrepreneurs have even started their business on the platform. Others found success there because of the exposure their promotions got from the app.
Of course, Tiltok has downsides, too. It has faced charges of publishing inappropriate content,
infringement of intellectual property rights, spreading disinformation with its algorithm, addictive scrolling, and promoting risky behavior. Some also charge that TikTok’s aggressive algorithm exploits the vulnerability of children. A few months ago, concerns about privacy and data security prompted US lawmakers to pass legislation forcing the platform’s owners, ByteDance, to divest the app or face a ban.
One thing is undeniable, the app is popular with nearly everyone. Its instant gratification and prompts to scroll through loads of videos are very addictive. So addictive are its videos that studies show TikTok negatively affects people’s attention spans and working memories. This issue even has a name: some people call it “TikTok Brain.” We probably have to see more data to be convinced. For now, we will watch how TikTok develops and wait for whatever takes its place in the near future.