Much of TikTok’s global success is that its short video format is perfectly suited to the current attention span and keeps the interest just right throughout each video. Thanks to hyper-digitalization, people are more and more used to receiving constant stimuli that make them feel pleasure, which explains infinite scrolling. In search of what?, of more stimuli: an addiction to dopamine that leads to mental health practices such as digital detox. TikTok’s algorithm is designed to make people spend a lot of time online, going from one video to another, discovering brands, challenges, trending audios, and so on.
TikTok’s motto could be that anyone can be a content creator, since its format and tools allow anyone to edit their videos and use all their creativity. Tiktok defines itself as “the main destination for short videos recorded with mobile devices” and its mission “is to empower creativity and make people enjoy”.
This is the first Eastern social network to triumph in the West and its global success comes from the “aging” of Facebook. That is, it went from being a platform for young audiences and humorous and light themes to be a network for a more adult audience and with more sober content. Now, Facebook holds better companies’ pages, the media and the parents of the younger generations. This caused Gen Z to migrate to other networks such as Instagram and, more recently, TikTok.