TIKTOK IS NOT IRREPLACEABLE
Another question I asked my students: Is TikTok unique, or could another service replace it?
Few felt it was irreplaceable. Students said their loyalties are to creators, not the platform. Some already follow their favourite influencers on multiple platforms, typically TikTok and Instagram Reels.
US creators who make a living on TikTok are understandably reluctant to test whether their fans would follow them to another platform. They have spoken out against the legislation, while many are establishing followings on multiple services.
Right now, some users perceive TikTok as superior to alternatives. To what extent is that because of its recommendation system or simply the critical mass of users? Speculation abounds. TikTok has been famously secretive about its algorithm.
There’s little evidence that TikTok’s algorithm is unique. Any perceived advantage may come from the communities already established there and the richness of the content they post.
An algorithm learns from data and will likely improve at making the predictions that keep us glued to our screens. Any deficits of TikTok rivals like Instagram Reels may be quickly remedied as its algorithm trains on more user data and content.
Even if a ban never materialises, TikTok may face a reckoning. Just over a decade ago, Facebook was where the social media action was, but younger generations aren’t heavy users.
Now, glued to TikTok, they may not share American lawmakers’ suspicions of the platform, but they won’t stick around if it loses its edge. And given that each cohort of young people wants to forge its own community, newcomers to social media may be eager to move on to new platforms.
Dr Mark Cenite is Associate Dean (Undergraduate Education) at Nanyang Technological University’s College of Humanities, Arts, & Social Sciences. He teaches media law and artificial intelligence law at the Wee Kim Wee School of Communication and Information.
