Alumnos: fylan de lisio, santino torelli
1. Introduction
TikTok is a mobile app for creating, sharing, and discovering short videos. Launched
internationally in September 2017 by ByteDance (following its Chinese version,
Douyin, in 2016), it consolidated its global position after merging with Musical.ly in
August 2018. It is currently one of the social media platforms with more than 1.5
billion monthly active users.
2. General information
Creators and date
ByteDance, founded by Zhang Yiming in 2012, launched Douyin in China in September
2016, and its global version TikTok arrived in September 2017.
Main purpose
To facilitate the production and consumption of short videos —with music, effects
and filters— promoting creativity, entertainment and connection between users.
Main users
Mostly young people aged 16 to 34. 36% are aged 18–24 and 32% are aged 25–34.
Advantages
Highly effective and addictive recommendation algorithm.
High engagement rate (52 minutes per day per user, 7–8% on business accounts) .
Platform for discovering trends, creating viral content and generating marketing
opportunities.
Disadvantages/criticisms
Concerns about data privacy and possible links to the Chinese government .
Accusations of inappropriate content for minors, dangerous trends, and
cyberbullying.
3. Users and audience
Target audience
Young people (16–34) with interests in entertainment, music, fashion, tutorials,
humour, and visual creativity. Its use is global, with a strong presence in Asia-Pacific,
Latin America, the United States, and Europe.
Active users
Globally, between 1.5 and 1.69 billion monthly active users.
In the US: between 135–170 million MAU.
4. Features and functionalities
Main features
Short vertical videos (15–60 seconds).
AR filters and effects.
Music and sound library.
Stitch, Duet and livestream features.
For You (personalised) and Following tabs.
TikTok Shop, product links and e-commerce integration.
Unique functionalities
Its recommendation algorithm in the "For You" tab is a leader among social networks,
capable of making content go viral quickly and effectively. It also integrates musical
creativity and social commerce, which is uncommon on other platforms.
5. Social and cultural impact
Social interactions
It has transformed the way communities and content are created: users spend hours
watching new personalised content every day (52 minutes on average) .
It is increasingly used as an informal search engine; 60% of US users use it to discover
products .
Cultural trends
It generates viral challenges, musical trends (TikTok hits), tutorials and global
movements. It has been a key platform for promotion, from cosmetics to social
campaigns.
6. Challenges and criticism
Challenges and controversies
Temporary bans in India, Pakistan and Bangladesh, for security, content or privacy
reasons.
In the US, the 2024 law requires sale to a US company before 2025 or it will face a ban.
Investigations in the EU for addictive design, child protection and advertising
transparency under the DSA.
Criticism received
Questions about the exposure of minors to sensitive content and dangerous trends.
Fines for data collection without consent (FTC, 2019).
Debate about its role in mental health (addiction, anxiety, social comparison).
7. Personal conclusion
TikTok has revolutionised digital communication: it has democratised creativity,
attention and marketing through short videos, fostering a participatory and global
culture. However, this influence has two sides: while it empowers, it also poses real
challenges regarding privacy, data security, and youth well-being. In my opinion, it is
essential to balance innovation with responsibility, promoting conscious use and
regulations that protect users without discouraging creativity.
