With the aim of reaching global audiences, ByteDance merge musical.ly with Doyinrebranding it as TikTok.
2016
Chinese company ‘ByteDance, who own a video sharing app called Doyin, acquire Musical.ly.
2014
Before there was a TikTok, there was a Musically ‘Launched in 2014 by Shanghai based entrepreneurs Alex Zhu and Luyu Yang, Musically enabled users to create and share short videos featuring lip-syncing to their favourite, trending songs This innovative concept quickly captured the interest of teenagers and young adults, leading to substantial year-on-year growth in the apps popularity.’ (Mention Marketing Group LinkedIn 10/08/2023)
TIKTOK
June 2020
India Banned TikTok citing national security and data privacy concerns following military clash with China
2019
As TikTok popularity rapidly grew in global markets, concerns surrounding user privacy, data security, content moderation and user protection also intensified.
2016
As Musically experienced continuous rapid growth, it attracted significant attention, particularly from the Chinese Tech company - ‘ByteDance, who later acquired the platform in 2016 At the time, ByteDance had already introduced its own video sharing appDouyin’ (dotla 08/01/2022)
2018
To reach a global market and engage new audiences, ‘ByteDance merged Musically with Douyin, rebranding it as the ‘TikTok’ we know and love today ‘This strategic move allowed ByteDance to expand its reach beyond China, gaining attention in markets such as Europe, the United States and India.’ (Mention Marketing Group LinkedIn 10/08/2023)
2019
‘As TikTok’s user base grew rapidly and substantially, so did concerns regarding privacy, data security, content moderation, and user protection These issues led to intense controversy, resulting in TikTok facing bans in several countries it had only recently entered’ (Mention Marketing Group LinkedIn 10/08/2023)
2020
The year of 2020 was particularly challenging for TikTok, marking the beginning of numerous investigations, bans, and lawsuits.
While there was many significant events during this time, I will focus on those that had a profound impact TikTok’s past, present and future.
July 2020
Australia and the United States launch investigations into TikTok over security concerns
In early June, India banned TikTok, citing national security and data privacy concerns following a military clash with China’ (dotLA 08/07/2022)
This decision was soon echoed by countries like ‘Australia and the United States of America, where both launched investigations into TikTok over similar data concerns in July 2020, threatening to impose bans on the app multiple times’ (dotla 08/01/2022)
TIMELINE
April 2020
2020
In 2020 alone, Donal Trump tries to ban TikTok 3 times, launching5 separate investigations
2020
By April TikTok had been downloaded over 2 billion times.
TikTok evolves beyond just lip-syncing, with users creating short flog style videos, showcasing “Days in the life”, “Get ready with me”, Hauls, Dance Trends and much more.
Within 2020 alone, ‘Donal Trump attempted to ban TikTok a total of three times, initiating five separate investigations into the app.
While 2020 was a chaotic year for TikTok, it also experienced extreme growth, largely due to the global pandemic (Covid 19) that led to word wide lock down’s.
TikTok evolved beyond just lip-syncing videos, transforming into a platform similar to YouTube ‘Users began to create short vlog-style videos , showcasing “Days in the life”, dance trends, “Get Ready With Me” and more This diversification of content, attracted an unprecedented attention to the app’ (Mention Marketing Group LinkedIn 10/08/2023)
2023
TikTok reaches 15 billion users, a 16% increase from 2022
2024
TikTok enhcned its feautres, intorducing TikTok Live, TikTok stories and expanded their E-commerece offerings.
June 2021
President Joe Biden revokes Donald Trumps executive order to ban TikTok
July 2021 2021
Pakistan bans TikTok for the 4th time citing “innaproaite content”
By ‘April 2020 TikTok had been downloaded over 2 Billion Times.’ (The New York Times Taylor Lorenz 7/09/2021) This surge in popularity also gave rise to a new era of TikTok influencers
Following the events of 202,0, 2021 continued a similar, unfortunate trend, beginning with Pakistan implementing its fourth ban on TikTok 2021 However, despite these challenges, and the ongoing political controversies, TikTok reaches 1 Billion monthly active users, and goes onto overtaking Google as the most visited website on the Internet.
TikTok reached 2.05 billion registered users worldwide. The platform also generated approximately 18.5 billion in advertising revenue globally.
2022
TikTok launches TikTok shop, featuring call to action buttons on various videos This allows users to either press a link or search for products, making purchases directly and conveniently within the app.
Throughout the year, TikTok also focused on enhancing its features and evolving the app by introducing new functions such as TikTok Live, TikTok stories, and expanded Ecommerce options, attracting brands and businesses
2022
This new interest in Ecommerce opened numerous opportunities for businesses, leading to the launch of TikTok Shop
This feature allows users to purchase products directly within the app, enabling businesses to sell their stock through a seamless shopping experience
Transforming TikTok into an impeccable Marketing method and E-commerce location
In 2023, TikTok reached a staggering 15 billion users
2023 2024
In 2024, TikTok reached a significant ‘205 billion registered users worldwide’ (19/12/2024) and became a primary marketing strategy for many brands in the global market Combined with the surging popularity of TikTok shop, the platform generated close to ‘$185 billion in advertising revenue globally - a remarkable increase of $132 billion from 2023’ (charle 04/01/2025)
IN YOUR...
In 2024 ‘ on average, there are 272 videos posted every second, 16,000 videos posted every minute, 981,000 videos posted every hour, 34 million videos posted every day and 707 million videos posted every month on TikTok ’ (TikTok Community Guidelines Enforcement Report)
TIKTOK
ALGORITHM
1.What is TikTok’s Algorithm and How Does it Work?
TikTok’s algorithm operates by analysing thousands of signals from each user to identify and determine the content they are most interested in
These signals include various factors, such as the videos the user likes, comments on, and shares; the accounts they follow, their search history, and the amount of time they spent watching specific content
By considering and evaluating these signals collectively, TikTok can effectively create a personalised ‘For You Page’ tailored to each individual user
Although ByteDance maintains a level of secrecy regarding the exact workings of TikTok’s algorithm, it is evident that the company employs a range of AI initiatives in light of ongoing technological advancements
TikTok demonstrates a remarkable ability to adapt and evolve significantly faster then other apps like Instagram or Pinterest
For example, if a user stops interacting with a creator, the algorithm quickly stops displaying that content, and begins recommending new creators that the user is yet to discover Similarly, when a user searches for a new hashtag or content style, TikTok immediatetly start showcasing that new style, or content related to the hashtag. (Buffer Kirsti Lang 2603/2024)
2.How TikTok’s Algorithm Works For A New User
1The user signs up for TikTok by providing basic information such as their age, location, and gender
2 When the users opens their new TikTok account, the For You Page will display some of the platforms most popular, current videos, specially tailored to users within the same age bracket, demographic, and geographic
3 As the user scrolls through a strategically created yet random selection of videos, they may like a specific one, follow a creator, and explore their profile for more content Each of these small actions serve as those signals for TikTok’s algorithm to personalise their For You Page
4 The more active the user is on TikTok, the more information the algorithm can analyse, and learn about them, allowing it to predict what content styles they want to see and are likely to enjoy. (Buffer Kirsti Lang 2603/2024)
TIKTOK ALGORITHM
3. The Algorithms Key Elements
According to TikTok’s “How TikTok Recommends Videos” Report, the algorithm prioritises four key elements:
Engagements: This includes likes, shares, saves, comments, and watch time The more engagement a video receives, the higher chance it will appear on more For You Pages
User Interactions: The accounts that a user follows and engages with will significantly influence the content they see
Video Information: This includes the actual content of the video, the caption, and any details embedded within the video
4. Key Tools For Going Viral
In a Buffer article, written by Kirsti Lang, Lang explores five key tools to effectively utilise TikTok’s algorithm to create the most relevant and engaging content These include:
Use relevant or trending hashtags: Its recommended to include three to five hashtags for the highest chance of appearing on FYP’s and going viral
Incorporate trending audios: TikTok features an audio library that showcases trending sounds and songs
Add conversation starting captions: This strategy increases user interaction, encouraging people to comment on you posts
“Here Are Some OfThe Most Trending TikTok Hashtags too date:
Here Are Some Of The Most Trending TikTok Hashtags from 2024: trendingvideo (66M posts) studytok (1M posts) Kamala 463K posts)”
(Social Pilot Chandraveer Singh)
Experiment with carousels: TikTok photo carousels (or photo slideshows) are an effective way to capture user attention, as they disrupt the feed and stop users from scrolling
Embrace native TikTok features: In 2023, CapCut launched on TikTok, allowing users can utilise unique templates to create trending videos This is another effective way to drive user interaction, as viewers will be curious to see the result of the video, such as a popular 2024 template that merges two faces to show what their future child might look like
Trending filters: Although Lang did not mention them, I believe trending filters are also an impactful ‘Key Tool’ They operate on a similar strategy as trending sounds; using a trending filter increases the likelihood of appearing on someones FYP, especially for those who have previously engaging with or saved the filter. Additionally, when viewers choose to use the filter, they are directed to a gallery of videos featuring it, and any interaction with those videos will increase the creators views and likes. (Buffer Kirsti Lang 2603/2024)
Good Or Bad TIKTOK ALGORITHM
While many view TikTok’s algorithm as a seamless system that effectively creates personalised For You Pages, there are also those who share a growing concern surrounding its fully digitalised nature
My research revealed that, just one video, one search, or one follow, is all it takes to completely transform someones feed Which means that just one of these interactions can expose users to a flood of controversial and harmful content
These issues become increasingly pressing when considering vulnerable users, and younger audiences
According to an article written by The Guardian, in 2023, there was around ‘14 Million children under the age of 13 using TikTok’ (The Guardian 04/04/2023)
Although they may be watching fun, appropriate videos, there is a increasing worry that their feeds are and can be be overwhelmed with harmful or inappropriate content
This is a significant concern, as such content can negatively impact the self esteem and mental health of younger generations
They can easily be exposed to damaging conversations about body image, distressing content related to mental health issues, self harming videos, and unsettling discussions surrounding depression. Additionally, they are constantly bombarded with images of unattainable body standards that younger generations have never faced to this extent before.
With the convince of TikTok, and the substantial amount of videos posted per day, per beauty, fitness or fashion influencer, these unrealistic body and beauty standards are inescapable, impacting the mental health of vulnerable users across all age groups not just younger audiences As not matter how old you are, most users aspire to look like these models, whether when they grow up, or how they feel now
Whats most concerning is that there are currently no safe guarding measures within the algorithm to prevent the influx of harmful content According to Imran Ahmed who wrote a report for the Centre For Countering Digital Hate, this content can ‘distort users perception of themselves, their bodies, their mental health, and how they compare to other people” (The Guardian 04/04/2023)
In my own opinion, while I acknowledge TikTok’s unique ability to creates such highly personalised experiences, the fact that the algorithm has the power to negatively impact users self perception significantly outweighs the positives Until effective strategies are implemented to prevent harmful content from spiralling out of control, I believe there should definitely be age restriction and possibly even content restrictions for certain users
I think that if TikTok effectively develops its algorithm, they could introduce a feature that flags users who are viewing excessive amounts of sad, harmful or distressing content - such as videos that can significantly affect someones mindset. When a user is flagged, the algorithm could block the negative content and instead display videos based on their past interests in their viewed history, like baking videos.
Speaking from personal experience, I have struggled with mental health for a few years, and during low moments, seeing one TikTok about someones relationship can lead to an overwhelming flood similar content that can put me into a really negative head space This makes it challenging to break free from that cycle of depressing videos as my FYP is rapidly transformed into a gallery breakup videos Therefore, if TikTok flagged such constant, negative content and switched it to something more uplifting from my viewer history like “Get Ready With Me” videos, I believe it would help me almost come back to reality and calm down - breaking the cycle and helping put me, or other vulnerable users in a more positive mindset
What Is An Influencer?
A survey I conducted revealed that according to Gen Z Alix Earle, Nara Smith, and Madeline Argy are THE influencers to follow at the moment, with their incredible IT girl styles and the best beauty secrets in the industry !!!
In today’s digital generation, influencer’s are everywhere, regardless of who you are, your age, or where you are from But what exactly is an influencer anyway? According to an article written by the Digital Marketing Institute, an influencer is “someones who has established credibility in a specific industry, has access o a large audience, and can persuade other to act based on their recommendations” (Digital Marketing Institute 20/03/2024) Essentially, they are individuals who have the power to influence other people But why is this so important?
THE POWER OF INFLUENCERS
The Power Of Influencers
As technology continues to evolve and adapt, along with by the dominant presence of social media, influencers have transformed from being aspirational idols, to becoming extremely valuable marketing strategies
Through their unique content styles on platforms like TikTok, influencers have developed a way to genuinely connect with their audiences. Research indicates that “62% of social media users say they trust influencers of A-list celebrities” (Socially Powerful 30/01/2024), as their platforms come across more relatable, authentic and down to earth. This connection with their audiences is what makes them so powerful. It enables them to posses a unique ability to essentially control user opinions, which can significantly impact brands both positively and negatively. Where a single video, featuring a single positive or negative review can lead to substantial consequences for a brands success.
Understanding TikTok’s Ecosystem
In a Product London article written by Makai Macdonald, its emphasised that to effectively harness the power of influencers within a marketing strategy, brands must first understand TikTok’s algorithm ecosystem - a concept I discussed on page 10
However, Makai’s article does not strongly highlight the importance of maintaining a distinct brand narrative throughout the social media campaign. Instead, she focuses on factors like prioritising trending sounds, content styles, and effects to go viral. While of of these elements are definitely important, I believe its essential to recognise the significance a cohesive brand image when leveraging both influencers and TikTok’s algorithm to create an effective marketing strategy.
According to a study conducted by Drum, a Marketing and media platform in 2020, users spend on average 15 seconds on a single TikTok video Therefore, a brand must be instantly recognisable within that short time frame for users to engage with the content If users fail to recognise the brand, they are likely to swipe to the next video, making the content ineffective and ultimately useless
In addition to captivating the user, the marketing content must also align seamlessly with the traditional marketing methods This ensure that the brand presents a cohesive identity and fosters strong brand recognition
Identify The Right Influencer
Identifying the right influencer is pivotal for brands when designing their social media marketing strategy. Influencers only hold power when exposed to the right audiences. If not, their relationship and connection with viewers, trustworthy image, and influential appeal become completely ineffective
Here are three steps to select the perfect influencer for a seamless & impactful collaboration:
1 Assess their content style to confirm it aligns with your brand values and aesthetics for a seamless and authentic partnership
3
Verify their followers demographic to ensure they align with our target audience
2 Analysing their engagement rates to ensure they connect with their audience
Firstly, by verifying the demographic of an influencer’s following, brands can utilise that influencer - user relationship to ensure their audience align with the brands target marketThis allows the brand to tap into the influencers audience which will maximise their impact within that shared demographic and make the content more impact, effective and successful.
Next, by assessing the influencer’s content style, brands can confirm that their values, morals, and beliefs align, preventing any conflicting opinions that could confuse or even frustrate the target users. This alignment fosters a more authentic partnership, as both the brand and influencer advocate for the same message
Finally, by analysing engagement rates, brands can ensure that the influencer is a viable choice, providing solid justification for the potential, anticipated success of the campaign
To gain more insights into the power of Influencers on consumer behaviour from a Gen Z perspective, I decided to interview fashion student Billie Kennedy.
INTERVIEW WITH BILLIE KENNEDY
Fashion Student At The Fashion Retail Academy
Q.A
1.How Do You Think Influencer’s Shape Your Buying Behaviour?
I have to say, I am very easily influenced when it comes to TikTok influencers, the minute I see one of my favourite influencers try a new makeup product, or style a new outfit, I will likely investigate it and purchase it
2. What Influencer Content Encourages You To Make A Purchase?
I really like videos that almost act as reviews but are more seen as creative content Like, when an influencer posts a “Get Ready With Me” and shows what products they use, and how they use them As this allows me to see how it looks and works with the skin, so I can make a genuine opinion on the product, based of the influencers authentic content Recently, I am also trying to build more of a capsule wardrobe for 2025, so I really like when people do videos like “1 top 5 ways”, as I can take inspiration from how they style it, making me more likely purchase the top as I can visually see how versatile it is
3. Why Do You Think Influencers Are So Powerful For Brands?
I think influencers are so powerful as people trust them, we value their opinions, blindly trust their reviews and aspire to be, dress or look like them When an influencer then collaborates with a brand, that trust for the influencer turns to trust for a brand, and that aspiration encourages us as consumers to purchase whatever they are promoting For example, Adanola just launched a collaboration with Kendall Jenner, theres no new collection or clothing, but because she is now the face of the brand, I bought something; as I like Kendall Jenner and I love her styleTherefore, in my opinion, its the influencer’s image and reputation that makes them so powerful for brand success
Interview outcomes
Throughout this interview, Billie consistently provided very honest, insightful and unique perspectives on the influencer world I found her viewpoint on ‘creative content as reviews’ particularly interesting, as it essentially captures the essence of what influencer’s do in their “get ready with me” videos
These videos allow viewers to almost ‘try before they buy’, as we not only see how a product looks and reacts with the skin, but we also get to hear the influencers opinions, which ideally provide an honest review This content style can then significantly influences users purchasing decisions, as they can asses whether they will like the product based on visual insights
“I think influencers are so powerful as people trust them, we value their opinions, blindly trust their reviews and aspire to be, dress or look like them.” ~ Billie
CONSUMER BEHAVIOUR
There has and always will be shifts in consumer behaviour; it changes, evolves and transforms constantly However, nothing has ever been as influential and transformative as TikTok But why is that?
In this case study, I have explored how brands can utilise TikTok’s algorithm and influencers to increase brand engagement and drive sales But, it’s the algorithm and influencers themselves that are initially transforming consumer behaviour, setting trends, and reshaping customer wants - the changes that brands must rapidly respond to in order to remain successful and relevant
“Several key factors contribute to TikTok’s unique ability to shift consumer behaviour These include:
Lets start with TikTok’s algorithm Due to its rapid nature, users are constantly flooded with personalised content tailored to their own interests, hobbies, and preferences
This creates a space where viewers are consistently inspired by new content, that showcases new products, new trends, and new styles. Without sounding too sinister, users are almost trapped in this alternate reality filled with everything they desire and more. This visually demonstrates why the algorithm alone has the power to rapidly shift consumer behaviour.
Especially, when considering how quickly someone For You Page can change; when their tastes change, so does their feed, and vice versa The algorithm continuously introduces users to new content that it thinks they will like, which in turn fosters ever evolving trends that directly impact consumer behaviour
How TikTok Trends Shape Consumer Behaviour
With a staggering reach of “1,925 billion users globally” (SEO.AI Content Team 23/01/2025) and “732 million monthly active users” (Blogging Wizzard, Adam Connell, Statista 2/01/2025), TikTok has cultivated an environment bombarded with an average of “34 million videos posted every day”. (TikTok Community Guidelines Enforcement Report)
Given these figures, its no wonder that TikTok can amplify trends on a global scale The platforms ‘in-your-face’ nature makes it easy for creators, content styles, and trends to go viral, influencing consumer behaviour like never before
With so many posts everyday, reaching audiences with authentic opinions, stylish outfits and engaging trending videos like “Whats In My Make Up Bag?” has become effortless. This influence significantly impacts purchasing decisions as creators take advantage of user psychology, particularly “Fear Of Missing Out”. Research indicates that “60% of consumers make a reactive purchase driven by FOMO” (Convert Mate 20/01/2025)
When a trend like “Whats In My Make Up Bag?” emerges, resulting in “1087 million posts created under the hashtag, ” (TikTok Feed) users interested in beauty are likely flooded with this trend on their feeds When they see a product someone else, or multiple creators have, FOMO kicks in, making it it highly likely that they’ll purchase the product due to the viral trend
Advertising and Paid Promotion
TikTok also influences consumer behaviour through social media marketing that comes in various forms, such as “in-feed ads (often created by influencers), branded hashtags like L’Oréal’s ”We’reWorthIt, and more immersive formats using VR technology, including TopView and Branded effects or filters.” (SU Social 29/07/2024)
When these marketing strategies are combined with TikTok’s powerful algorithm, they create the perfect environment for extremely effective brand advertising. Brands can be confident that their content will not only inevitably reach their target audience but also significantly impact their purchasing decisions by providing unique and captivating content that resonates with them
INFUENCER RESEARCH
PRIMARY RESEARCH -
INTERVIEW WITH LOIS CASH
To gain first hand insights into how Gen Z interact with TikTok and TikTok shop, I decided to conduct an interview with Lois Cash, a member of Gen Z who actively uses TikTok on a daily basis
A.F, How do you think TikTok influences your buying behaviour?
LC, I think that TikTok influences my buying behaviour as it showcases real people In these videos, real people use the products, and give their own opinions, where I can see, especially with makeup, how the product looks and works with the skin You can also see how real people style their outfits from their day to day lives to going out with their friends, so you get authentic inspiration that feels trustworthy as you see them wearing the clothes and makeup
I like how reliable the influences and videos feel because its their personal lives and opinions - which makes me just trust in them and influences me to buy certain products
A.F, How often do you find yourself buying a Product after seeing it recommended by a TikTok influencer?
L.C, Very very often, at least once a week.
A.F,
What Type of Content
“I Love how TikTok Shows You Real People, With Real Lives, and Real Opinions - Authenticity is So Important To Me! ~ Lois
from Influencers makes you more likely to Make a Purchase?
Lois Cash is an 18 Year Old from Hertfordshire She currently attends The Fashion Retail Academy, where she uses TikTok as a “source of inspiration for new looks and new styles”
lC, As I mentioned earlier I really love and appreciate authentic content, so videos like “Get Ready With Me”, “My Outfit Of The Day”, “What In My Make Up Bag”, Hauls, and Styling Videos as they really capture my attention as your watching their real life decisions, so I will be more likely to purchase what products their are genuinely using, and what clothes they are actually wearing as I aspire to be like these influences I look up to with amazing makeup or really cool style.
A.F, Do you use TikTok shop?
L.C, Yes, all the time.
A.F, Why Do You Think TikTok Shop is Effective?
L.C, Its very very easy to use - you literally buy straight from the app. Your able to just watch a video, press the tagged product link and buy the product straight away. Its really convenient. You can also see product reviews under the product descriptions of other users, so i can see how other people view the quality of the products, if they are actually worth it, and make a really well informed decision on whether to buy something or not
Throughout my interview with Lois, I noticed her consistent emphasis on the importance of authenticity She often implied that influencers who focus on building trustworthy relationships with their audience are the primary factor influencing her purchasing decisions. As she learns to trust the influencer’s content through their authentic communication, opinions and videos
This theme of influencer - user relationships emerges as a key point throughout her entire interview, where she repeatedly highlights the importance of trusting their platform
This concept also aligns with what another interviewee, Billie Kennedy, mentioned on page 11 Like Lois, she finds herself easily influenced and captivated by influencers who prioritise authentic & relatable content, that almost paints a picture of real life
They both emphasise the powerful influence of relatable videos that reflects real life experiences, as viewers have this unique opportunity to feel close to those they idolise, and connect with them by using the same products or wearing similar clothes
When combining my findings from both Lois’s and Billie’s interviews, It becomes evident just how crucial authenticity is to influencer success, especially when considering their impact on brands through product reviews.
This highlights the need for brands to prioritise fostering genuine connections with their audiences through their social media platforms, and influencer collaborations. By using these platforms, brands can essentially break down that 4th wall barrier between them and their customers created by traditional marketing methods; as by posting, commenting, or sharing videos, brands will increase user engagement and just feel more real
