I used to be a frequent TikTok user, but the algorithm now provides much less delight and serendipity than before
TikTok is confronting a significant existential threat. The recent US Congress bill mandates the short-form video app to be sold to an American company by next year, or face a ban. As a former avid user whose engagement with the app has significantly decreased in recent months, I find myself questioning if I will still be using it a year from now.
Similar to many Americans in my age group (aging millennials), I began using TikTok regularly at the start of the Covid-19 pandemic. Lockdowns provided us with more free time than we knew how to fill.
Throughout 2020, the global news environment deteriorated, becoming increasingly bleak with each passing day. What initially started as a casual diversion gradually transformed into a vital source of mental well-being. My average daily screen time surged from four hours to over 10, much of it devoted to scrolling through my “For You” page on TikTok.
Back then, the content was predictable, predominantly light-hearted, and often mindless. Whether it was “Get Ready With Me” (GRWM) stories, kitten clips, or the iconic TikTok viral dances, I could easily immerse myself in the algorithm’s oblivion whenever I desired. I adored TikTok.
The “For You” page introduced me to genuinely useful skills like sign language, crocheting, and even cooking tips for those who dislike cooking (like me). It also provided endless entertainment with absurd distractions, such as the emergence (and subsequent criticism) of a traditional wife (tradwife) family and the politically charged downfall of several influencers in 2022 due to cheating allegations.
I particularly enjoyed watching urban exploration videos, where individuals would curiously venture into sewers or investigate abandoned houses. One memorable experience was following a man’s journey as he constructed an underground aquarium and populated it with live eels. Each step of the process was captivating, and I cherished every moment of it.
There was also the time I learned a silly TikTok dance—Doja Cat’s “Say So,” which became massively popular during the pandemic. While I could probably still perform it if needed, I ultimately came to my senses and deleted it from my TikTok profile. Although I’m not a frequent poster, I did find joy in the trend of “romanticizing your life”—setting mundane video clips to inspirational music. This trend inspired me to share my own endeavors, albeit sparingly.
With TikTok potentially facing a ban in the US, was the app already declining in popularity?
Now, according to my iPhone’s Screen Time feature, my average daily TikTok usage ranges from 30 minutes to two hours—a significant drop from the four-plus hours I spent during the peak of the pandemic. My reduced engagement with TikTok wasn’t a deliberate decision; it occurred naturally, mirroring the way my addiction to the app began.
During a recent nightly scroll before bed, my partner remarked, “It’s just not as captivating as it used to be.” While I still find some enjoyment on the app, the level of delight has diminished. There has been a noticeable shift on TikTok, becoming less serendipitous, although I can’t pinpoint exactly when this change occurred.
Many others seem to share this sentiment, including fellow journalists, content creators on the platform, and numerous discussions across social media. This leads to the question: with TikTok potentially facing a ban in the US, was the app already losing its appeal?
Popular apps rise and fall, catching the attention of content creators
Like all trends, the popularity of social networks tends to fluctuate (recall Clubhouse?). Facebook, the original powerhouse of social media and still the largest in terms of user numbers, has experienced a decline in younger users in recent years, despite its overall growth bringing monthly active users to 3 billion in 2023.
However, unlike Meta, TikTok is not a publicly traded company. This means we may never have detailed insights into its user metrics, which have likely changed over the past few years due to political unrest and platform modifications. The company has stated that the proposed ban would impact over 170 million monthly active users in the US.
Creators, particularly those heavily reliant on social media for income, are acutely attuned to shifts in the prevailing app, according to Brooke Erin Duffy, associate professor of communication at Cornell University. Since the initial threat of a TikTok ban by Donald Trump in 2020, prominent users of the platform have cited the demise of Vine—a now-defunct short-form video platform—as a warning sign.
She noted their awareness of a platform’s potential to disappear abruptly, saying, “[The potential Trump ban] was four years ago, and since then there has been an ebb and flow of panic about the future among creators.”
Keeping this in mind, several creators who built substantial followings on TikTok have begun diversifying, attempting to shift their fanbases to other platforms as a precaution against TikTok’s potential disappearance. Some have grown disenchanted with the algorithm, citing significant fluctuations in TikTok views and impressions for their videos. Gaming influencer DejaTwo expressed frustration with TikTok’s recent performance in a post explaining why they believe influencers are departing the platform, stating, “The only reason I still use TikTok is because of brand loyalty.”
The TikTok Shop’s unwelcome debut
In September 2023, TikTok introduced its TikTok Shop feature—an in-app shopping experience driven by algorithms, enabling users to purchase products directly promoted by creators.
This feature offers several advantages for TikTok. It enhances the monetization of its highly engaged audience by enabling users to make purchases without leaving the platform. Additionally, integrating shopping functionality allows TikTok to compete with platforms like Instagram and Facebook, which have long incorporated shopping features, as well as with Chinese e-commerce platforms like Temu and Shein, known for offering affordable products in abundance. Moreover, this move is part of TikTok’s broader strategy to distance itself from politicized content and other types of material that might endanger its delicate relationship with regulators, some of whom allege that the platform has been promoting pro-Palestinian content, despite evidence suggesting otherwise.
“The shopping initiative has generally failed to captivate or engage users, particularly younger ones,” stated Damian Rollison, director of market insights at digital marketing firm SOCi. “Shopping is not a draw for US users on TikTok.”
TikTok’s persistence with its shopping features, despite limited interest from its audience, highlights the limited influence users and creators have over their preferred platforms and their operations. Creators feel pressured to engage with the shopping features to avoid having their content marginalized by the algorithm, according to Duffy.
“There’s a conflict for creators between aligning with what they believe TikTok is rewarding and their personal understanding of the most valuable and fulfilling types of content,” she explained.
The magical algorithm – TikTok’s greatest asset (or potential downfall)
TikTok’s success is often credited to its remarkably precise algorithm, which observes user actions and presents relevant content on the “For You” page. A recent report suggests that ByteDance would only entertain selling the platform to comply with the new bill if the algorithm was excluded, rendering it almost worthless.
However, the algorithm’s responsiveness can be overwhelming for some users. One friend mentioned accidentally viewing numerous videos of a specific Brazilian dance, leading to their feed being flooded with related content. Conversely, I’ve noticed that if I reduce my TikTok usage, I return to find myself bombarded with inside jokes that I don’t quite understand—creators start their monologues with “we’ve all seen that video about [fill in the blank].” Recently, my feed was inundated with meta-memes referencing a video series about a Chinese factory that I was unfamiliar with.
“TikTok is incredibly trend-focused, more so than any other platform,” noted Thom Gibson, lead social media strategist for ConvertKit. “It possesses a unique culture that one must be immersed in to grow, unlike platforms such as Instagram Reels or YouTube Shorts.”
The enigma surrounding algorithms is not exclusive to TikTok. Social media platforms’ lack of transparency regarding content distribution algorithms often leads to confusion and paranoia among creators regarding “shadow banning,” where content is demoted in the algorithm and receives less visibility.
TikTok’s legacy
Even if TikTok remains adamant about not selling and eventually shuts down, as its parent company appears to desire, the app has made an indelible impact on the social media landscape and the lives of its tens of millions of users. Many individuals have reported quitting their traditional jobs to pursue full-time influencer careers, and the potential disappearance of TikTok would be financially devastating for them. In Montana, where a ban was initially proposed (and later overturned), numerous influencers vehemently opposed it.
TikTok’s influence on me will endure through a plethora of trivial facts now lodged in my mind: yesterday, I spent ten minutes learning about the history of Bic pens. I often watch ASMR (autonomous sensory meridian response) videos on TikTok to help me fall asleep. BookTok influencers still provide me with genuinely enjoyable book recommendations. Just the other day, I found myself laughing uncontrollably at a video. The platform continues to offer entertaining drama, such as a woman recently accused of pretending to be Amish to attract followers. I even watched a cat give birth to a litter of kittens on TikTok Live last week.