“If you’re not on TikTok, you quickly become an outcast”

By Bill WirtzLex KlerenMisch Pautsch

The Chinese app TikTok is the superstar of social media, booming because of its creative potential. However, the platform has also been criticised for its privacy policy and its inability to prevent sexual harassment and cyberbullying. The Luxembourgish government banks on education to fight the problem.

Not since MySpace has a popular social media app quite grasped the value of music as much as TikTok does. The Chinese app combines short-form dance or comedy videos with popular music. Users have 15 seconds to one minute to catch their audience's attention, which, unlike Facebook, can be anyone. Facebook, as a social media network allows its users to create private profiles in which they set their preferences to determine who is allowed to see which content. Despite providing the option of creating a personal profile, TikTok, much like Twitter, is all about reaching the largest possible audience. 

TikTok's success is the ability to make content go viral quicker than any other social media network. Its algorithm tailors content to the users' taste while boosting those videos that quickly pick up steam. As a result, TikTok has been downloaded over 2.5 billion times and collected a total of 1 billion active monthly users worldwide. The most significant chunk of its user-base is under the age of 18.

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“If you’re not on TikTok, you quickly become an outcast”

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