How TikTok’s Owner Became The World’s Most Valuable Unicorn

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TikTok — and its equivalent for the Chinese market, Douyin — is ByteDance’s audience- growing engine, and its clearest bid to compete head-to-head with global tech powers like Facebook. Source: Sensor Tower On the surface, TikTok bears a strong resemblance to its many social media forebears. The app is built around short, 15- to 60-second video clips created by users — similar to the now-defunct Vine. The app makes use of hashtags and filters, similar to platforms like Snapchat, Twitter, and Instagram. But a closer look reveals how TikTok deploys its sophisticated algorithms to ramp up the social media experience. Unlike social media predecessors like Facebook, Instagram, and Twitter, where users’ feeds are made up primarily of their own social network or people they choose to follow, TikTok’s user experience is primarily driven by algorithms. The app’s “For You” page is continually populated with new videos based on the videos they’ve watched and engaged with in the past. The brevity of the videos means that content comes fast, and each subsequent video a user engages with becomes another data point in their profile, which the algorithm then uses to serve up more personalized content to keep the user engaged. TikTok’s algorithm doesn’t just recommend content for users to watch — it also recommends content for users to create, supplying a running catalog of viral hashtags, challenges, and memes for users to imitate. The fact that the app is built around discovery rather than the user’s existing network also means that it’s easier for users’ content to be seen by others, incentivizing users to keep creating content in the hope of racking up views. 5/17

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