Understanding TikTok Usage: Communication

Strategy of ByteDance Based on the Background

of New Media

Xiaoci Fan1(B) , Jinchun Luo2 , and Xiaojia Wang3

1 San Diego State University, San Diego, CA 98182, USA
[email protected]
2 School of Journalism and Communication, Xi’an International Studies University,
Xi’an 710000, China
3 Brocasting and Hosting, Communication University of Zhejiang, Hangzhou 310000, China

Abstract. This research provides a wide framework for understanding how young
people use TikTok to make meanings. Evaluation of user motivations and inter-
actions, as well as the TikTok platform’s ability to facilitate these activities, was
conducted using both walkthrough techniques and unstructured interviews. The
research indicated that although escapism and mood enhancement are the primary
motivations for using social media, expressing the hidden self and connecting
with friends are secondary causes. According to the study’s findings, TikTok, a
platform that celebrates real-life human experiences, inspires creativity in its users
by providing user interfaces that are intuitive, easy to use, and straightforward, as
well as editing tools that are feature-rich and user-friendly. This study will begin
with a discussion of TikTok’s historical context and the theoretical framework.
The next section clarifies the study’s research subjects and used techniques. The
study’s findings will be presented in the following sequence: TikTok technical
walkthrough, TikTok intended use case, and interview results. The most signifi-
cant findings will be selected and presented in the following section to answer the
three research questions this study gave. In addition, findings and practical ram-
ifications will be presented at the conclusion to explain the meanings and values
of this research.

Keywords: TikTok Usage · ByteDance · Communication Strategy

1 Introduction
1.1 Research Background and Theory
Douyin, the Chinese equivalent of the global app TikTok, is quickly becoming one of
China’s most popular participatory short-video platforms. TikTok is a social network-
ing platform for sharing videos owned and operated by ByteDance [1]. According to
the service website, TikTok aims to encourage users’ creative expression and “provide
X. Fan, J. Luo and X. Wang—Contributed equally.

© The Author(s) 2023

B. Majoul et al. (Eds.): ICLAHD 2022, ASSEHR 726, pp. 226–236, 2023.
https://doi.org/10.2991/978-2-494069-97-8_29
 Understanding TikTok Usage 227

pleasure” [2]. The extensive emphasis on algorithmic generation and dissemination of

media is one of the most notable elements for making short videos on this platform. It
is also one of the most important features [1]. Media creation and dissemination outside
social networks are shaped by algorithms and data in this newly emerging structure
[1]. The development of such a system involves merging user-generated material with
content developed by professionals, which ultimately results in audience participation
in creating content for commercial use.
It is a common platform for user-generated content (UGC), in which users, rather
than the organization, are responsible for generating information. The application may
be accessed through mobile phones and allows users to generate short videos in incre-
ments ranging from three to fifteen seconds or three to sixty seconds [3]. TikTok users
may engage with the app in several ways, including producing videos, viewing, sharing,
and commenting on the videos made by other users. Memes, the remixing and reinter-
pretation of catchphrases, tales, and songs, as well as other formulaic characteristics,
were commonly employed to communicate user’s beliefs and culture, akin to the meme
practice that Ryan Miller described in other social media platforms [3]. Therefore, users
can steadily obtain more followers or popularity from the community due to their regular
creation of video content, which can be accessed on the site. Thus, the importance of
this study lies in the fact that it offers a basic road map to understanding how young
people generate meanings while using the popular short-video platform TikTok.
The app’s social and community aspects provide users with simple ways to commu-
nicate with those they follow. It is plausible to assume that audience interaction is not
only straightforward but also entertaining [2]. This is true regardless of whether it is a
new challenge, a duet feature, or the standard comment response with a video attached.
TikTok was launched to the public for the first time in 2017, and it rapidly rose to become
one of the most downloaded programs worldwide [2]. Sixty percent of the active TikTok
users in the United States are between the ages of 16 and 24 [4]. Users in the United
States use the TikTok app an average of eight times daily for 46 min [5]. Therefore, this
app’s social aspects make it easy for its users to exchange information and videos and
participate in other creative challenges.
Regarding economic aspects, TikTok’s revenue has exploded over the last several
years. It earned $4.6 billion in 2021, a 142 percent increase from the previous year’s
revenue [6]. TikTok was later able to merge 80 million American users into its network
[3]. Then, TikTok’s popularity skyrocketed, and in 2019 and 2020, it became the app
with the most downloads. TikTok was the ninth most downloaded app of the 2010s,
despite not being accessible to the public until 2017. It seems to pose a real challenge
to Facebook’s stranglehold on social networking in Western nations.

1.2 Literature Review

TikTok has only been up for three years, yet there has already been a remarkable amount
of academic study conducted on the platform. User experience Researchers such as
Qiyang Zhou looked at how TikTok users interacted with the app’s user interface [7].
Zhou discovered that TikTok users are more willing to create and upload content on
TikTok than on other platforms. They are more likely to copy, repeat, and imitate content
produced by others, which may be influenced by the intended design functions of TikTok
228 X. Fan et al.

[7]. According to [9], these results were the product of Zhou’s investigation of the creative
practice of users, which included content analysis, interviews, and regression analysis.
The communication-related study that Simsek et al. conducted on the app musical.ly
was integrated with TikTok when it was purchased by Bytedance in 2017 and then
merged. They evaluated the content produced by female adolescents concerning the
motives and aspirations of microcelebrities [7]. In addition, the researchers discovered
that the teenage girls who participated in the study cared about the appearance, status, and
importance of the social networks to which they belonged [8]. These females generated
and refined material based on what was acceptable and standard for face, status, and
worth.
Previous scholars have examined TikTok and communicated their findings to the
academic community. Zhang et al. found that short-form video apps influenced the
anxiety associated with social interaction and positive social sentiments [9]. In addition,
Kumar and Prabha’s findings suggest that excessive TikTok usage in the future will
be driven by narcissism and insecurity [10]. These are just two examples of the many
academics who have examined the issue of TikTok addiction [7]. On the other hand,
these studies emphasized the kinds of personal features and characteristics of users that
make them susceptible to TikTok [7]. They did not consider the design of the platform’s
interface, which may be a factor in the development of addiction.

1.3 Research Gap

The bulk of these researchers was primarily concerned with TikTok addiction. This
research, in turn, will examine the influence of technology, namely user interface, on
the development of addiction concerns among users. Zhou’s conclusions about the user
interface of TikTok are rather comprehensive; yet, in her research using the design
technique, Zhou did not analyze and explain the deeper basic motivations behind user’s
behaviors [7]. In addition, the research will explore the impact that technology, and
particularly the user interface, plays in the emergence of addiction problems among
users.

1.4 Research Framework

The theoretical foundation of this study was derived from three separate pieces of
communication-related literature. These theories focus on the “uses and pleasure mod-
els,” “ritual perspective,” and “social molding” of technology, respectively. The study
employs the first to identify certain satisfactions or motives of users with the items that
they consume. The research framework was expanded to incorporate the “ritual perspec-
tive” of communication, which broadened the study’s focus from people’s motivations to
their interactions on TikTok. The researchers incorporated the concept of “social shap-
ing” of technology as the last step in their quest to comprehend how technology mediates
user motives.
Research Questions

1. Why do people use TikTok in the first place?

2. How does TikTok mediate between its users’ creative practices?
 Understanding TikTok Usage 229

3. How can people communicate with one another on TikTok?

Research Objectives

1. To investigate why people use TikTok

2. To explore how TikTok is a mediator between its users’ creative practices.
3. To find out how people communicate with one another on TikTok.

2 Methodology

2.1 Textual Analysis and Walkthrough Method

As stated before, the affordances and capacities of the technology have the power to
alter users’ motivation and shape their creative practices. To get the research off to
a strong start, it is necessary to “walk through” the platform architecture, concentrat-
ing on its major features and capabilities. Thus, the first site to be studied is TikTok,
the real application. The research also used walkthrough methodologies to identify its
design processes and embedded cultural references to comprehend how it influences the
motivations and experiences of its users [11]. Two phases comprised the walkthrough
technique presented by [11]. First, online research was conducted regarding the TikTok
“environment of expected use,” which refers to how app designers anticipate its users
will behave, and second, a “technical walkthrough” of several key features of TikTok was
conducted [11]. The textual analysis determined the focus, perceptions, and viewpoints
that TikTok meant to express. Examining these three facets of TikTok let the research
uncover the app developer’s expectations about the creative practices of its users.

2.2 Interviews

This study section investigated why people embrace TikTok and how they utilize it. This
was done by conducting unstructured interviews. Some research recruitment approaches
were publicizing the study in classes and using snowball sampling. During the interview,
the researchers paid close attention to the training on Social Behavior research offered
by the Institutional Review Board. Before conducting the interviews with the subjects,
the researchers had the participants initial a participant permission form they had written
themselves. The researchers obtained the participants’ agreement before recording the
discussion for data collection.

3 Results

3.1 The Comparison of the Cross-Cultural Communication Strategies Used

by TikTok in China and the United States

TikTok is an effective social network for penetrating foreign markets. The transcultural
adaptation of their communication techniques is based mostly on their website’s content,
product marketing, and algorithm [12]. TikTok includes UGC (user-generated content)
230 X. Fan et al.

in both its China and international editions, and it employs the Meme theory to aid in its
marketing and growth. Chinese and American TikTok users are encouraged to produce
short films by copying and pasting content from other accounts [12]. Replicators, or
the original video content, are often amusing, simple to duplicate, and of good quality.
Certain video content has the potential to become viral in a very short period if it is
duplicated and distributed widely enough [12]. This strategy minimizes the barrier to
content transmission and increases the likelihood of users staying engaged with the
platform.
The qualities of popular content in China and the United States are not necessarily the
same. Therefore, it is not sufficient to simply convert the Chinese content operation model
to the American one [12]. In this way, it employs a localization strategy in the United
States to enhance its marketing. TikTok, for example, utilizes a talent internationalization
strategy by recruiting a varied pool of people with expertise in various countries and a
comprehensive grasp of the local culture [12]. TikTok could efficiently enter new markets
while simultaneously developing and advertising more culturally-relevant material in the
United States.

3.2 Walkthrough - Environment of Anticipated Use

Starting with this section, the researchers will provide the findings of their inquiry.
Assessing the TikTok environment of intended use provides users with a better under-
standing of TikTok as a commercial entity, which will aid future research into how and
to what extent it influences user behavior.

ByteDance Vision
The homepage and the app store descriptions of the official TikTok website are going
to be discussed in this part. This section aims to understand better how TikTok will be
used, who will use it, and what other ideas are communicated by the app [7]. Because the
homepage of the official website is often straightforward and to-the-point, researchers
have been able to decipher the traits or aspects of TikTok that the designers identified
as crucial data pieces. The TikTok logo is shown in the top-left corner of the page and
serves as a point of connection for all of the sensations and experiences that users have
with the website. The TikTok logo is an iconic sign in and of itself, implying that the
form of the symbol physically reflects the message it communicates. These colors are
the ones that the researchers saw at a party at night. The logo conveys that users will
have a fun and exciting musical experience using TikTok.

TikTok Store Descriptions

In contrast to the homepage of the official website, the description section of app stores
provides a greater range for developers to elaborate on the essential features and capa-
bilities of their creations, which, in turn, increases the likelihood that users would down-
load the app in question. The research analysis may be seen below, based on the app
descriptions.
 Understanding TikTok Usage 231

Watching an Infinite Stream of TikTok Videos and Finding New Inspiration

TikTok videos align with the company’s aim of delivering user pleasure. Aligned with
this mission, TikTok videos are meant to be brief, mood-boosting, and personal [7].
This design ultimately encourages users to spend much time viewing endless videos.
TikTok has a wide range of video types, from comedy, gaming, do-it-yourself, food,
sports, memes, and pets to oddly satisfying, ASMR, and everything in between [7].
These categories include almost every kind of video that is enjoyable to watch online.

Becoming a Creative Within the Context of the Global Video Community

Since TikTok is a platform for user-generated content, it is well aware of the significance
of encouraging users to create innovative content consistently. Thus, the company has
developed various functionalities that enable creators to express themselves in a “wild
and free” manner.
TikTok is a platform that enables people to express their creativity while enjoying
entertaining or humorous videos. This app’s ideal users are those who like to amuse
themselves and others by expressing themselves creatively [7]. The app store descriptions
emphasize that this program may be used to make videos instead of just watching them
[7]. The homepage of the official website indicates that it is a video-viewing application.
This suggests that TikTok is constructing a loop in which site users may enjoy material
produced by other users and vice versa [12]. This cycle may be seen as a win-win for
all concerned parties.

3.3 TikTok Operating Models

Marketing
Advertising is the main emphasis of TikTok’s financial model, comparable to the over-
whelming majority of user-generated content sites. TikTok can help its clients discover
their perfect consumers since it has the data of billions of users at its disposal. Moreover,
by imitating the presentation styles of its users’ material, TikTok can develop adverts for
its clients’ items that are more authentic and, consequently, more likely to enhance the
audience’s buying tendency [13]. According to the official web page addressing privacy
issues, TikTok gathers the vast majority of the data generated by its users on the net-
work. This data is TikTok’s main and most valuable resource for attracting firms from
all around the globe.

Technical Walkthrough
Many technical TikTok facts were unearthed throughout the investigation and will be
described utilizing the walkthrough method. The material will provide directions for
creating and sharing videos on TikTok and exit the site if a user wishes to discontinue
using it. Rather than only offering a technical overview, some essential roles and elements
will be examined and evaluated from a cultural standpoint.

Profile
The profile of the button’s developer is shown within the button’s circle. When users
click the button, they are forwarded to the user’s channel, where all user’s videos are
232 X. Fan et al.

stored. The “following” button on the creator’s channel may be accessed more quickly
by clicking the little red + button located underneath the profile.

Likes
The “likes” button, which functions similarly to those found on other social media
platforms, enables users to communicate their satisfaction with the site’s articles. On
TikTok, users merely need to double-tap anywhere on the screen to conduct the “like”
action, a straightforward and uncomplicated motion that even the slowest users find easy
to complete. Whenever a user performs a double-tap, a large, animated red heart will
emerge on the screen to represent the user’s good thoughts towards the content.

3.4 Interview Findings

The results presented in the preceding walkthrough illustrate how the company envi-
sioned its products and the roles they were meant to serve. The research explored users’
perceptions, emotions, and responses to the platform through interviews. This animation
is what the study considers to be the entry of TikTok, and it only lasts for half a second.
After clicking the TikTok symbol on the homepage of smartphones, the screen became
black with the TikTok emblem, and the word “TikTok” appeared in the center. Three
of the nine individuals surveyed do not identify the motion of the entryway with any
cultural items [7]. According to the participant’s perspective, the dark backdrop casts
a shadow over the brilliant light. On the other hand, it was revealed that some of the
other individuals had animated cultural emblems. Some study respondents stated that the
TikTok logo represents the program’s dynamic character, shown by the users’ frequent
dancing while using the service.

4 Discussion
In this part, relevant findings from the research will be picked and explored to address
the three research questions posed by this study.

4.1 Why Do People Use TikTok in the First Place?

Eliminate Boredom
During the interviews with a number of the participants, the vast majority of them
disclosed that boredom is one of the most common mental states they experienced before
deciding to open TikTok. According to psychological theory, boredom is a negative
mental state that reflects an inner contradiction between anticipated optimum and real
experiences [14]. There are two forms of boredom [14]: leisure boredom, which is the
belief that accessible leisure activities are insufficient to meet ideal arousal demands,
and boredom, which is perceived as a negative mental state in the psychological field
[14].
 Understanding TikTok Usage 233

Boosting Disposition
After respondents downloaded TikTok for the first time, they experienced emotions
of stress, loss, exhaustion, and anxiety; but, when they closed the app, they recovered
sentiments of optimism, rejuvenation, amusement, and readiness [7]. The talks in the
research demonstrated that TikTok shifted people’s emotions from primarily negative
to predominantly positive. By implementing community standards, TikTok encourages
its users to create humorous and upbeat content while prohibiting anything violent or
hateful [7]. This was mentioned in the TikTok vision section of the previous TikTok
walkthrough. It does not matter how down people felt before they visited TikTok; after
seeing a wide variety of happy and creative material, it is difficult for them not to feel at
least a little bit better.

4.2 How Does TikTok Operate as a Mediator Between Its Users’ Creative
Practices?
Authenticity and Innovation
TikTok’s video-editing capabilities enable its users in a variety of ways the production of
short videos that are authentic and unconventional. TikTok allows users to record original
sound and alter current soundtracks to create their own; this enables users to express
their opinions in real life while playing around to emphasize the amusing message. The
invention makes it difficult for a third party to compromise another user’s account. Users
are often prompted to provide their email address or cellphone number when establishing
an account.

Addiction
Recent news stories about TikTok worry about the app’s addictive potential for adoles-
cents and young adults. According to Reuters, data shows that sixty percent of TikTok’s
active users are between the ages of 16 and 24 [5]. These users initiate the application’s
launch process eight times daily, using the app for forty-six minutes [5]. Many studies
suggest that an individual’s mental health may suffer if they spend excessive time online.

4.3 How Can People Communicate With One Another on TikTok?

Interaction Between Peers
As seen by the design of its user interface, which contains buttons for likes, comments,
direct chat, and shared content, TikTok puts a premium on contact. However, most of the
study’s participants rarely like comments and texts on TikTok because they view them as
extra work that they are too lazy to do. A few times, they interacted in these ways when
stimulated by content that was well-made and appealing or contrary to their beliefs. On
the other hand, sharing is used more often nowadays. All interviewees wanted to show
their real-life friends interesting videos they had seen on TikTok. Users were able to
include TikTok video criticism into their day-to-day conversations with their in-person
acquaintances because of the functionality of the third platform sharing tool.

Microfamous Individuals and Influencers

On TikTok, this category comprises the microcelebrities or influencers, who are con-
tent providers that have amassed a significant number of followers, often in the range
234 X. Fan et al.

of 50,000 or above. The tour and the interviews led to the discovery that consumers
followed microcelebrities or influencers that are more relevant to their life and have
ideals comparable to their own. Users that follow the content of their favorite TikTok
stars watch not only the content of those stars but also produce material that is very
similar and inspired by it. Although the degree to which users imitate their videos can
vary, the culture of TikTok encourages them to be open to various interpretations and
think creatively outside the box. Consequently, users tend to imitate simply the gestures,
motions, or spirit of the video, but the attire, backdrop, and number of participants may
be altered according to the user’s preferences.

4.4 Implication

The implications of this research’s conclusions are many. The study observed that indi-
viduals who claimed to misuse TikTok were frustrated and confused to a certain degree.
To ease this addiction issue, users should seek help from the relevant professionals
instead of delaying and withdrawing. However, to prevent people from getting hooked
to TikTok, the company must include special aspects that occasionally remove users
from the app’s immersive experience. TikTok has value and may positively influence
the lives of its users, although it may be addicting. By engaging in this amusing and
creative version of reality, users can relieve stress, express their innermost ideas, and
recognize the positive elements of their lives. Lastly, users of TikTok should take pru-
dence about the information they disclose and their activities. This is because TikTok
regularly collects user data and uses it for its purposes.

5 Conclusion

This study aims to develop a fundamental comprehension of the users of the rapidly
growing app TikTok. Examination of the capabilities and social ramifications of Tik-
Tok, as well as the motives and interactions of its users, was conducted using walk-
through techniques and unstructured interviews. To better comprehend how TikTok is
used, three study questions were formulated. The researchers performed interviews with
TikTok users from a wide range of demographics to provide an answer to the study
topic. According to the study’s findings, real-world considerations may motivate users
to spend time on the TikTok platform. For instance, when individuals feel bored and
want something that may cheer them up, they will log in to TikTok and obtain intriguing
videos that will re-energize them. This is because TikTok is always updating its library
with new content. Everyone who was reached for an interview expressed a desire to
share interesting videos they had seen on TikTok with their actual friends. The indi-
viduals questioned said that they did not mind sharing these products on third-party
platforms if some of their friends did not have TikTok, regardless of the location of their
friends. The research discovered that TikTok encourages users to exaggerate and alter
their real-life experiences dramatically and amusingly using a walkthrough technique. It
was found that users can easily lose track of time when playing TikTok, and, therefore,
the researchers suggested that TikTok should be designed in a way that makes it simpler
for users to monitor the amount of time they spend using the application. Because it
 Understanding TikTok Usage 235

is so easy for users to lose track of time when playing TikTok, this recommendation
was developed in response to this observation. In the final question, the researchers
used interviews and an analysis of the text on TikTok to investigate how users interact
with the platform. It was seen as a method of building and sustaining the TikTok cre-
ative universe via the use of likes, comments, shares, and video production. This study
also found that celebrities and content providers influence their following. The survey
revealed that influencers have many followers and occasionally utilize their power for
financial advantage. Furthermore, the research found that TikTok users who follow these
influencers prefer to imitate their patterns and participate in the challenges they create.

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