TikTok Tactics

For the past two years, the social media app TikTok has become a global hot topic. The app was on a steady rise to popularity in 2019 and the beginning of 2020, but the Covid-19 pandemic helped the app skyrocket in users and engagement. It was downloaded a whopping 850 million times in 2020 in comparison to its 653 million downloads in 2019, making it the most popular app. TikTok provided another way for people to communicate with each other and enjoy themselves despite us all having to be physically apart. Since then, the app has expanded massively and has been in the spotlight of several different discussions.

How TikTok is Viewed Positively  

Influencer Brand Benefits 

TikTok has had its fair share of positive publicity. Influencers have helped boost the sales of many brands by promoting products and giving positive reviews. This form of advertising has led to items being sold out and a rapid increase in business that companies may not have gained without the help of TikTok and its users. This has also resulted in brand deals with influencers creating a mutually beneficial relationship.  

Benefits on the Music Industry   

TikTok has  helped  many artists in the music industry find fame.Some sounds that go viral are samples or snippets from songs, which then result in an increase in streams for the artist, this is especially beneficial for non-mainstream artists whose songs may not have been heard otherwise . When executed correctly, TikTok can be very useful for individuals looking to jumpstart their music careers. 

How TikTok is Viewed Negatively 

Privacy and Data Concerns with TikTok

While there are many benefits to using TikTok, the app has received its fair share of criticism too. There have been privacy and data concerns that have put the app in the hot seat on more than one occasion. Thorbecke, a writer for CNN, reported that the app collects more data from open apps on mobile phones than is necessary to operate and some of this data has been accessed by China, through a company called Bytedance. TikTok has denied any allegations of leaking data, but this is an ongoing publicity and operational struggle for the company. 

How the Social Media Platform is Used to Help the Community 

With all this speculation around the ethical nature of Tiktok, it might be hard to understand how the app has retained its user base when there are so many other social media apps to choose from. A new trend, known as #traffickedtiktok, is one of the examples of how the app helps pivot itself as a resource, and not a sketchy platform.

The trend known as #traffickedtiktok consists of women either sharing their stories or sharing useful tips on new tactics that are being used to lure women into traps of sex trafficking. These videos usually include the location where these events are taking place so that the information can reach the right audience. The tips shared could possibly save lives and prevent women from unknowingly being oblivious to new sex trafficking tactics. When the app is being used to spread helpful and potentially lifesaving information, it is hard to deny its benefits for those who come across videos such as these and others that provide life hacks and helpful tips and insight. 

Do the Benefits Outweigh the Negatives? 

The app still has a long way to go to establish itself as a trustworthy platform for longevity, but it has found remarkable ways to compensate in other areas.