TikTok's ascension to worldwide supremacy exemplifies Roger's Diffusion of Innovations theory. Debuting internationally in 2018, TikTok quickly became one of the most downloaded apps globally. Rogers' theory elucidates its rapid spread and the dynamics of early adopters versus those who resisted it. One primary reason for TikTok's swift popularity is its relative advantage. The app effectively delivers personalized content, keeping users engaged for hours. Furthermore, it aligns with modern social media habits, as short-form videos have already gained traction on platforms like Vine and Instagram. TikTok's design is straightforward and user-friendly, lowering the entry barrier, and it offers trialability since it's free to download and explore. Its success is also easily observable—viral trends and influencer achievements showcase the platform's potential to others.
Early TikTok users were predominantly Gen Z, who were already well-acquainted with social media and short- form content. Influencers and celebrities quickly adopted the platform, propelling its growth. Conversely, late adopters included older users and those skeptical of social media. As TikTok became more culturally relevant, its user base expanded. Nonetheless, some individuals vehemently oppose TikTok due to privacy concerns linked to its ties with China (ByteDance), apprehensions regarding the mental health effects of excessive screen time, and doubts about the quality of TikTok content.
The Spiral of Silence, as discussed in my second EOTO presentation, also sheds light on TikTok' s rising popularity. The platform has turned into a space for cultural discourse, leading individuals who do not engage with it to feel isolated or excluded.
TikTok's popularity highlights both the strengths and weaknesses of rapid technological adoption. While it fosters creative potential and social connections, it also raises issues related to data privacy, addiction, and disinformation. Rogers' theory and the Spiral of Silence elucidate why individuals embrace, postpone, or reject new technologies—TikTok serves as a present-day illustration of this phenomenon.