TikTok and its uprising during the covid-19 pandemic
The Appeal of TikTok
TikTok is one of the most popular social media platforms in the world. The short videos cater to the idea of instant gratification. They are short and sweet so that the user does not get bored and wants to continue using the app. The app also allows people to create fun content and express themselves. Something that TikTok does very well is persuasive marketing towards its target audience.
The Target Audience
TikTok primarily targets young people. Specific teenagers and young adults. I remember when TikTok was called Musical.ly. This was my first introduction to the app and what it offered. My friends and I would make random videos and post them to Musical.ly. When I entered high school I remember my classmates going on and on about TikTok. I was confused because I could have sworn that the app already existed. I then realized that they rebranded the same app and kids were discovering it all over again. We were the target audience for this type of media. Then during my sophomore of high school year, TikTok blew up with the arrival of COVID-19.
COVID-19
Schools everywhere had shut down. Workers were sent home to quarantine and to lay low until the situation had more clarity. Because of this everyone was on their phones for months. They were talking to friends via Zoom, watching movies/TV shows, playing games, and going on apps such as TikTok. Despite the circumstances being dismal, TikTok was more vibrant than ever. Fundraisers were held, people were sharing their experiences with being home and trying to cope, dance/music trends were through the roof, and most of all the TikTok community took off.
Incorrect Information
TikTok, like many social media platforms, can be a breeding ground for the spread of misinformation due to its viral nature and the ease with which content can be shared. During the COVID-19 pandemic, TikTok saw a surge in users seeking information and entertainment while stuck at home, which unfortunately led to the rapid spread of false information about the virus. Here are some ways that the incorrect information about treating covid, spreading the virus, and the scale of the disease got spread.
User-generated content: TikTok allows users to create and share content easily, which means anyone can post information, regardless of its accuracy. This led to the proliferation of conspiracy theories, false remedies, and misleading information about the virus.
Algorithmic amplification: TikTok's algorithm is designed to promote content that is engaging and likely to be shared, which can inadvertently amplify misinformation. Content that is sensational or controversial may spread quickly, even if it lacks credibility.
Lack of fact-checking: Unlike traditional media outlets, TikTok does not have strict fact-checking mechanisms in place to verify the accuracy of information before it is shared. This makes it easier for false information to gain traction and reach a wide audience.
Closing Comments: Despite the negative effects that TikTok had during the COVID-19 pandemic, the app still generated a sense of hopefulness and community that made the situation a little bit easier.
Sources:
Kale, Sirin. “How coronavirus helped TikTok find its voice.” The Guardian, 26 April 2020, https://www.theguardian.com/technology/2020/apr/26/how-coronavirus-helped-tiktok-find-its-voice. Accessed 9 February 2024.
Nahai, Nathalie. Webs of Influence: The Psychology of Online Persuasion. Pearson Education Limited, 2017.
“The rise of TikTok during COVID-19 | Insights.” JWI Global, https://jwi-global.com/jwi-insight/the-rise-of-tiktok-during-covid-19/. Accessed 9 February 2024.