TikTok is the fastest-growing social media platform at present. With over one billion users, the short-video platform that launched in 2018 has continued to transform traditional understandings of social media’s purpose, branching out to unseen territory (Bhandari & Bimo, 2022). Whereas older platforms, including Facebook, helped shape the area of online platforms, TikTok has broken the boundaries of what is expected from what was traditionally a way to keep in touch with friends or wind down after work. By analysing user behaviour, TikTok’s algorithm encourages the development of quick-paced, interest-based micro-communities, altering how people feel about community and belonging online by enabling connections through common interests rather than conventional social relationships. Users must be aware of the capabilities that TikTok holds to ensure that individuals remain educated on the way relationships and the expression of identity are transforming. While mentions will be made to common arguments faced in the topic of TikTok and communities, ultimately it is believed that education on the topic can ensure TikTok remains a useful tool that goes beyond entertainment.
TikTok’s algorithm promotes Community
Algorithms are crucial in selecting information relevant to us. TikTok’s algorithm is programmed to increase user engagement by identifying user behaviours and proceeding to generate more content related to these behaviours. TikTok’s For You page is the main discovery page for content in which TikTok collects data based on user likes, shares and comments. TikTok differs from other competing algorithms due to the speed at which data is collected and applied to its users. TikTok’s algorithm does not have a sole focus on direct interaction; instead, it focuses on the behaviours towards videos. Due to this, deeper analysis can be done on users, generating content that resonates deeper with users. This increases the engagement of users, allowing them to find like-minded individuals through the platform.
TikTok’s algorithm bases recommendations on core mechanisms including likes, comments and watch time. TikTok differs from other social media algorithms through tracking of viewers’ attention. A study done by the Wall Street Journal suggested that by video sixty, TikTok is provided with sufficient information to assume audience behaviours (Gabor, 2023). Information is gained simply through the engagement of rewatches and at what point they scroll past content. This is significantly rapid compared to other similar algorithms. TikTok also allows for easy engagement; a carefully constructed user interface means that liking, commenting and sharing is a simple process. The outcome is more rewarding than the input. TikTok encourages user interactions, as constant feedback loops mean the more users interact, the more the algorithm can refine its findings. Tarleton Gillespie suggests that algorithms do not reflect cultures within their platforms but instead create cultures based on the information given (Gillespie, 2014). Algorithms generated for individual users are purposely directed to other algorithms, therefore creating communities within the platform.
Due to deep analysis, TikTok can group users based on interests and shared behaviours. This differs from other platforms that base group users on identity and connections. This can be seen in Facebook, as Facebook has a large focus on connecting families and friends. Through TikTok’s communities, there has been a large shift in online communities, encouraging users to meet new people with shared interests (Bledsoe, 2023). An example of this is #studytok. High school and university-aged students have created a community based on the common factor of studying. This allows users to share tips or relatable stories while others can engage through commenting or liking. This emphasises the point that TikTok is based on user interest as opposed to unrelated demographics.
TikTok’s rise to popularity has a large focus on accessibility, notably being easier to use than other social media platforms. This attracts users, as social media use is a “wind-down activity”, frequently attracting easy, enjoyable viewing. José van Dijck (2018) touches on the concept of platformed sociality (van Dijck et al., 2018). Societies’ social and economic interactions are becoming increasingly driven by algorithms and datasets through digital platforms. When focusing on older platforms such as Facebook, users have more responsibility in curating their algorithm, as it is focused on geographical demographics and friendships. TikTok differs in the aspect that users hold less control in the curation of their algorithm and other system designs.
The Nature of TikTok Communities
TikTok is a platform supporting numerous micro-communities in which users with shared interests can connect with like-minded users to share and interact with others, serving a benefit to both them and the richness of TikTok’s communities (Bledsoe, 2023). Communities are frequently formed through hashtags, allowing for various interests to be catered to. Examples include #booktok, #planttok, #cleantok. Specifically looking into #cooktok, the cooking-based micro-community, there are various users. From verified accounts, businesses and small users. There are various users in each community, each with thriving comment sections and engagement levels (Bhandari & Bimo, 2022). While these communities are created by the users themselves, TikTok creates engagement through users’ consumption habits, meaning even without interacting directly with a community, connections can be made, and individuals feel a sense of belonging.
Through various features, individuals can build a sense of community on the platform. Engagement between users is simplified to the level at which users can interact without needing to follow or have previous interactions. For example, the stitch feature allows any user to combine any public video with their own additions. This promotes conversation and perspectives. Applying Henry Jenkins’s participatory culture theory, social media has allowed a unique experience where consumers also act as contributors (Jenkins, 2009). Connections are built through user interactions, as TikTok relies on its users to engage and share content.
TikTok is also extremely trend-driven, meaning that content is influenced by current cultural behaviours or patterns. Due to the combination of visual and auditory media, TikTok supports many forms of trends, from trending music to memes and references. Users can recognise reoccurring content, encouraging users to feel included in the communities and niches.
TikTok has rapidly increased in popularity and changed our understanding of social media platforms’ roles in creating communities. There is debate over whether online communities are authentic social groups. While social media platforms lack direct and sustained dialogue, there remains deep meaning in interactions online. TikTok relies on the concept of ambient affiliation, where links are constantly made between users through the algorithm as opposed to direct communication (Gillespie, 2014). For example, in BookTok, users will repeatedly encounter content related to their literary interests, including other individuals, creating a sense of connection between those who share their love for books.
TikTok’s unique mode of communication revolves around shared meanings and understandings. A sense of belonging is made through user participation and shared interests (Bledsoe, 2023). For example, the influx of trends and memes on TikTok encourages the broadcast of relatable content. Students may recognise their behaviours in a TikTok revolving around study habits; that understanding can create a sense of belonging. Community in this context extends beyond conversation, and while arguably unconventional, social media can transform our understanding of communities.
There are many critiques when discussing the topic of social media connections and communities.
The most discussed discourse is the argument of short-lived trends and superficial relationships making the platform unfit to form true bonds between users. Critics argue that due to the fast-paced nature in which certain topics are trending, it becomes increasingly difficult to make genuine connections.
Furthermore, as social media allows users to share relatable content, there is a rising issue with parasocial relationships. As users can make connections between creators, they begin to feel emotionally connected to individuals who remain unaware of their existence. This raises the issue of one-sided relationships that cannot uphold the necessity of human interaction and connections.
Jose van Dijick highlights the issue that TikTok was created with the intention of media consumption as opposed to community building. The algorithm of TikTok encourages emotional reactions and new content, and less focus is placed on deeper engagement with existing communities (Gillespie, 2014). This can lead to individuals’ focus being shifted and creators feeling forced to follow the trends as opposed to building on topics that engage them (Lin & Jeroen de Kloet, 2023).
While these arguments raise valid points, it must be noted that not all areas are accurate. Communities have appeared the same for numerous years, but as we begin to accept new technologies, we must remain open-minded to new forms of communication, regardless of how unique they seem.
Given this, communities can remain impactful even in brief interactions. Topics discussed on platforms such as TikTok remove barriers placed upon society; this may include mental health or trauma experiences. For example, TikTok facilitates queer spaces for queer individuals to be able to find a community (Avdeeff, 2021). It is assumed that numerous individuals would benefit from a space with privacy and anonymity while still finding a sense of belonging. The concept of affective public emphasises points of storytelling to gain engagement (Papacharissi, 2016). This suggests that connections are not built on dialogue but instead on emotion and shared feelings (Bledsoe, 2023). For instance, on 18th October 2024, user @kaelimaee posted a thirty-second video about her miscarriage, gaining 651 thousand likes and multiple comments showing support and sharing their own perspectives (Kaeli Mae, 2024). Even when discussing short-form media such as TikTok videos, there’s an opportunity to gain a deep understanding and connection with other users.
Broader Implications
TikTok has been in its prime for seven years, with no indication of decline. In this time there have been revolutions done to the online atmosphere, TikTok playing a large role in doing so. Traditionally, social media platforms had a focus on long-term dialogue and interactions. Platforms such as Reddit and Facebook share characteristics with common forms of communication. Instead, TikTok promotes fast-paced communities in which meaningful content is expressed in compressed ways, still managing to facilitate users with a sense of belonging (Papacharissi, 2016). There is less expectation for content to be personal, instead expanding on similarities regarding interests, humour or aesthetics.
As this understanding of communities continues to develop, there is uncertainty on whether issues will arise. As trends vary in popularity, individuals may lose their sense of belonging as popularity dies down, meaning TikTok is not serving a purpose in this area.
As discussed, TikTok has a unique algorithm. When working with systems that are detailed to this level, it raises risks and concerns among users. Due to the algorithm controlling what users are viewing, concerns are raised about echo chambers (Gabor, 2023). Echo chambers refer to individuals only being shown media that reflects and reinforces their views. This can lead to misinformation, harming the users exposed to biased information.
Despite the risks that may occur due to TikTok’s innovation, it must be noted that TikTok’s new perspective on communities is evolving understandings. As TikTok’s focus has strayed from traditional demographics, individuals are finding communities beyond fixed categories, including race and gender.
Connection is more inclusive, serving benefits to both creators and viewers. Marginalised voices are being heard. This can be seen in young queer users and neurodivergent users (Avdeeff, 2021).
In the seven years that TikTok has taken over the social media scene, it has continued to transform our understanding of communities and connections. As the unique algorithm links users to engaging content, creating feeds that are relevant to the individual, communities become less focused on basic demographics and instead are focused on fluid interests and behaviours. This serves multiple benefits, giving marginalised voices a hearing and making communities accessible, although, with the swiftly evolving platform, there are raised risks and concerns. TikTok holds large amounts of power, although the security in the sense of belonging is uncertain. Ultimately, TikTok serves various benefits to its users; understanding the impact of TikTok is key to understanding the future of digital culture and community.
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