It’s strange to imagine a world without the cultural phenomenon, TikTok. There was once a time when our favorite pastime didn’t involve endlessly scrolling through videos of choreographed dance moves to the latest Megan Thee Stallion song or ‘get ready with me’ content featuring a lengthy skincare routine.
But how did it become such a beloved app, and why is there talk about banning it?
Don’t worry, GRIN spills all the tea in this blog about the history of TikTok and what lies ahead for the platform.
The rise of TikTok
Do you guys remember 2020? Yeah, I thought it was going to be my year too. Anyways, one thing that people did to pass the time besides Animal Crossing was create content on TikTok or watch it. As of today, TikTok has over 1 million active global users per month making it the fourth most popular social media app.
So, what is the secret to TikTok’s formula for success? It seemed like it became an overnight sensation, right? However, it is a mix bag on how the platform became the fourth most popular app.
Let’s start with the algorithm—that piece of software sends an endless amount of short videos, learning viewers’ tastes through scrolls, likes, pauses and watch time.
TikTok’s algorithm is unique for its ability to quickly learn user preferences through AI and machine learning. It analyzes engagement patterns to personalize the “For You” feed. This hyper-personalization keeps users engaged longer and encourages viral content, regardless of follower count.
By prioritizing content relevance over creator popularity, TikTok democratizes content discovery, enabling anyone to achieve viral success. This approach has driven rapid user growth and high engagement, fueling the platform’s rise to global prominence.
Secondly, TikTok offers creative tools like quirky effects and filters and a database flooded with songs. It has even helped launch many artists’ careers like Olivia Rodrigo (and sorry if ‘Good for You’ is now stuck in your head!).
With the creative tools, influencers are able to whip up engaging, entertaining content which makes it so hard to put the phone down. Believe me, I have tried!
In fact, the average American consumes 80 minutes of TikTok videos per day, which is more than they do on its competitors Facebook and Instagram. TikTok has evolved so much that it now hosts a vast array of communities and categories for any interest or hobby you can think of.
TikTok company history
TikTok’s origin story isn’t your typical software company tale of friendship and romantic rendezvous, though it would make a great movie plot.
Back in 2014, an app named Music.ly debuted in Shanghai, offering a platform for short-form videos where creators could craft comedy sketches or lip-sync to popular songs (sound familiar?).
In 2016, a Chinese tech giant, Bytedance, introduced Douyin, a similar app that gained traction in China and Thailand, amassing 100 million users within its first year.
With a goal for global expansion, Bytedance bought Music.ly in 2017 and rebranded it as TikTok, which gained popularity worldwide.
This expansion marked the beginning of TikTok’s rise to popularity and its emergence as a cultural phenomenon in the world of social media.
And that concludes my report on TikTok’s history.
TikTok’s current status
TikTok’s theme song should be Elton John’s ‘I’m Still Standing’ because despite facing backlash and threats of bans from Congress, it is still here and thriving.
For those who don’t know what I am talking about—yes, Congress has voted to “ban” the social media app. The conversation on the matter dates all the way back to the Trump Administration.
I won’t bore you with every detail, but basically, some members of the government are concerned that the Chinese government could potentially access user data through TikTok. Congress approved a ban in April, and President Biden signed legislation into law. This action gives Bytedance up to a year to sell the company to a US entity.
Even though there is talk of a ban, TikTok’s stats are still going strong. In the first quarter of 2024, TikTok was downloaded 137 million times. In the US, 170 million people use TikTok.
But we will see how the company plays its cards.
TikTok and influencer marketing: the perfect match
As mentioned above, TikTok is not only great for entertainment purposes but also a powerful tool for marketing products or services. With millions of eyes glued to the screen, there is immense potential for your company to capture attention.
TikTok thrives on authentic influencers who create engaging content that resonates with their audiences. This allows influencers to be creative and showcase products or services in a genuine manner. This approach leads to higher engagement and conversions compared to traditional advertising methods, unlike that loud, low-key, pushy salesperson announcing a sale.
The future of TikTok
I can’t look into a crystal ball but with a badass history of high growth rates within its first TikTok’s future looks promising but faces challenges.
Realistically, the platform will continue to innovate with new features and enhanced AI capabilities to maintain user engagement and attract new demographics. It will likely expand its ecommerce integration and monetization options for creators, further solidifying its position as a key player in the digital economy.
However, regulatory scrutiny and competition from other platforms could pose obstacles. Adapting to privacy concerns and evolving regulations will be crucial. Despite these challenges, TikTok’s strong user base and innovative edge suggest continued growth and influence in the social media landscape.
TikTok timeline
Here is a TikTok timeline highlighting key moments:
2017: Bytedance buys Musical.ly and rebrands it as TikTok, expanding its presence internationally.
2018: Worldwide, TikTok has over 1 billion downloads, making it one of the most downloaded apps.
2019: TikTok introduces opportunities for businesses to advertise and quickly expands its user base, especially among younger demographics
2020: Governments are concerned over data privacy, including in the US, which has led to discussions about banning the platform.
2021: Bytedance addresses the concern by negotiating a deal with Oracle to prevent a ban in the US.
2023: TikTok creates new video editing tools and adds AR filters and increases presence to different markets.
2024: In the first quarter, TikTok is downloaded 137 million times globally.
2024: ByteDance is given one year to sell TikTok to an American company or face App Store bans in the United States.
Key takeaway: Despite a shaky future, TikTok is still a must-use platform for marketers.
TikTok has been the world’s fastest-growing program and proven to have massive buying power with audiences—especially Gen Z. Despite talk of a potential ban, we’re still recommending a full-steam-ahead approach for marketers looking to “make it” on the platform.
Are you ready to stake your claim in the creator economy? Discover more helpful tips and resources from the experts at GRIN: Creator Management Learning Center
