There’s little doubt that TikTok users find it irresistible. But TikTok is also the subject of a U.S. national-security review and a Pentagon ban.
This Tuesday, Feb. 25, 2020 photo shows the icon for TikTok taken in New York. From the perspective of teens flooding onto TikTok, the Chinese-owned online video app is a major new outlet for self-expression, one proudly home to the silly, the loud and the weird. To others, though, the service is an unnerving black box that could be sharing information with the Chinese government, facilitating espionage, or just promoting videos and songs some parents consider lewd.
TikTok draws so much attention because it’s the first China-owned social-media service to make serious inroads in the West. It’s a smash in the U.S. and other countries, attracting celebrities and companies eager to reach kids and young adults disconnected from traditional media. The NFL has an account. So do Chipotle, Reese Witherspoon, and The Washington Post. The U.S. Army previously used it to recruit soldiers.
TikTok makes money from ads, and sometimes the campaigns aren't readily identifiable as ads. Companies can start hashtag-based “challenges” that invite users to participate by posting their own videos, often incorporating a particular dance or dance move. E.l.f. Cosmetics’ “eyeslipsface” campaign, for example, had people wink and purse their lips to go with the lyrics of an original song. Users created 3 million videos, with 4 billion views.
TikTok's rise, fueled in part by ads on Facebook, Instagram and Snapchat, has in turn shaken those U.S. services. The company behind Snapchat started listing TikTok as a competitor in 2019. Facebook, which famously copies features of its rivals, launched a knockoff called Lasso in 2018 and added TikTok-ian video-editing features to Instagram.
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