What is TikTok?

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Launched in 2018, TikTok quickly established itself as one of the most influential social media platforms, capturing the attention of over 1 billion monthly active users. Originally oriented towards short music and dance videos, the platform has since expanded its content, integrating innovative formats such as augmented reality filters, live streaming, and more recently, advanced search and e-commerce features. TikTok has thus become much more than just an entertainment platform: it is now an engine for discovery, a space for authentic exchanges and a powerful tool for brands seeking to reach a global audience.

I. The distinctive features and functionalities of TikTok

A. A unique recommendation algorithm

One of the most striking aspects of TikTok is its sophisticated algorithm, which thoroughly analyzes user behaviors to provide personalized content. This algorithm focuses on the For You Page (FYP), a feed where each user sees videos tailored to their preferences, regardless of their network of contacts or subscriptions. Unlike platforms like Instagram, TikTok relies less on the number of followers and promotes continuous discovery, even allowing new creators to enjoy impressive visibility without having a large follower base.

Evaluation criteria include things like time spent watching each video, interactions (likes, comments, shares), and videos that are repeated or ignored. This allows TikTok to capture the user's interest from the first few seconds and encourage them to consume more content. This unique approach to feeding content based on user interests has made TikTok an addictive and immersive platform, even propelling some ordinary creators to stardom.

B. Interactive and engaging formats

TikTok offers a wide range of video formats ranging from short videos of 15 seconds to longer formats of up to 10 minutes, giving creators great freedom in expressing their content. Among the popular interactive options, users can use augmented reality effects thanks to the tool Effect House, launch viral challenges (Challenges) and even organize live streaming sessions to interact in real time with their audience.

Another format that contributes to the appeal of TikTok is “Duet,” where users can react or collaborate with other creators by creating a video that is divided in two. This feature stimulates community exchanges and promotes authentic interaction between users, making TikTok a platform where collective creation takes an important place.

C. An expanding space for e-commerce and marketing

Since the introduction of TikTok Shop, the platform has successfully integrated e-commerce aspects into its social environment, allowing users to buy products directly through videos, live streams or creator pages. This “social shopping” format creates a direct bridge between content and purchase, making ads more natural and less intrusive. In 2024, TikTok introduced TikTok One, a centralized space to facilitate brands access to creative tools, integrating advertising optimization and performance analysis solutions to improve the online sales experience.

This mix of entertainment and shopping makes TikTok particularly attractive for brands looking to captivate a young audience that is prone to impulse purchases. By making it easy to integrate products into native, authentic content, TikTok has transformed the way users discover and engage with brands.

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II. The impact of TikTok on culture and social trends

A. The influence on the new generations

TikTok has established itself as a powerful cultural vector, especially among Generation Z and Alpha. In 2023, phenomena like the “Roman Empire trend” and the “Delulu” meme illustrated TikTok's ability to transform simple ideas into large-scale social movements. These trends highlight the preferences of the younger generation for creative, humorous, and sometimes introspective content. By cultivating spaces where authenticity and spontaneity are valued, TikTok has become a mirror of the concerns and interests of today's youth.

Moreover, this platform is not only a simple source of entertainment; it is also a space for identity and community exploration. Users, by sharing their daily lives or their thoughts on various topics, create online communities around topics of society, mental health, and well-being. This places TikTok as a major player for informal education and the sharing of authentic experiences.

B. A new era in influencer marketing

TikTok has also redefined influencer marketing by valuing “ordinary” content creators who can generate a high level of engagement through their authenticity. Unlike influencers on other platforms, who are often perceived as inaccessible, influencers on TikTok are close to their audience, creating a stronger bond of trust. In 2024, more and more brands are partnering with creators who know how to make their products relevant to their audience without compromising the authenticity of the content.

TikTok's short video format captures attention in seconds, making it a powerful tool for brands looking to connect with young, trend-aware consumers. Collaborative campaigns, such as those carried out with beauty or fashion brands, show that the engagement of TikTok users results in a significant return on investment for businesses that exploit this new form of marketing.

C. TikTok as a trend discovery engine

The platform is not only a place for creation but also a discovery engine for musical, culinary, and even educational trends. Popular hashtags, like #TikTokMadeMeBuyIt, highlight products that users adopt and recommend, sometimes to the point of running out of stock. This virality effect makes TikTok an essential platform for brands and creators looking to promote new products or concepts.

TikTok has also introduced a strengthened search function, gradually positioning itself as an alternative to traditional search engines for discovering content and trends. With the increase in searches on TikTok, the platform is becoming a shopping and cultural discovery guide, directly influencing users' consumption choices and contributing to the popularity of new products and artists.

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III. TikTok's technological innovations and new features

A. TikTok as an alternative search engine

TikTok sets itself apart from its competitors thanks to a rapidly expanding search function. Originally designed for entertainment, TikTok has now become a content discovery engine, a role previously reserved for traditional search engines. In 2024, 15.4% of TikTok desktop users are actively using the platform to search for products, ideas or recommendations, making TikTok a hybrid space between a social network and a visual search engine.

This search function is particularly appealing to younger users, who often prefer the visual format of TikTok to explore new trends and products. Unlike traditional search engines that link to lists of links, TikTok guides users directly to immersive and inspiring video content, creating a more engaging and interactive experience.

B. The integration of artificial intelligence and augmented reality

TikTok's innovation also continues in the field of augmented reality (AR) and artificial intelligence (AI). In 2023, TikTok introduced the tool Effect House, allowing creators to design original augmented reality effects. These interactive effects, which are becoming more and more popular, allow brands to captivate their audience with immersive and engaging experiences.

More recently, TikTok launched Symphony, a set of creative AI-based tools that facilitate content production by automating tasks, such as scripting and idea generation. These innovations allow creators to save time while improving the quality and personalization of their videos. With the rise of AI and AR on the platform, TikTok offers brands and creators an even richer framework to express their creativity and stand out.

C. TikTok Shop and the rise of social e-commerce

By integrating e-commerce functionalities such as TikTok Shop, the platform is transforming the user experience by combining entertainment and shopping. TikTok allows users to buy directly from videos or live streams, making the buying journey smoother and more interactive. In 2024, TikTok launched optimization tools like TikTok One, which simplifies campaign management and optimizes sales processes for brands.

This feature makes TikTok a unique online retail space, where users can discover and buy products in a social context. For brands, this integration offers an unprecedented opportunity to reach consumers where they spend most of their time online. TikTok Shop is a major lever in digital marketing strategy, allowing businesses to reach new audiences in an interactive and engaging way.

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Conclusion

TikTok has evolved far beyond its simple vocation as an entertainment platform. With its powerful recommendation algorithm, its interactive formats such as Duet and Live, and its recent innovations in artificial intelligence and e-commerce, TikTok is establishing itself as a key player in the digital economy. By merging research, entertainment, and commerce, TikTok offers brands a unique playground for brands to reach young and engaged audiences, while strengthening its role as a driver of cultural and social discovery.

TikTok's success is not only due to its technical innovation, but also to its ability to meet the cultural needs of its users. From creating communities to expressing personal identities, TikTok captured the spirit of the times and inspired new ways to consume and interact with content. The platform continues to evolve, and with the arrival of new functionalities in 2025, it is ready to define the digital marketing standards of tomorrow.